FUJItSU
It was a defining moment when the for the promotion of international standards,
photocatalytic properties of titania were and to develop a worldwide IP portfolio to
discovered in 1972. The compound—also
“tO mAIntAIn ItS
support cross-licensing partnerships.
known as titanium dioxide—uses light SUperIOr cOmpetItIVe
to convert harmful organic substances
To maintain its superior competitive position
pOSItIOn tHOUGH,
into carbon and water. Whether airborne
though, Fujitsu goes above and beyond expected
pollutants or poisons in water supplies, the
FUJItSU GOeS AbOVe practice. Not only does it develop IP with the
compound transforms these in an inexpensive, And beYOnd expected
aim of differentiating its products and services,
environmentally-friendly way, leaving the air
prActIce. nOt OnLY
and avoiding and preventing IP infringement,
or water clean and safe.
it also provides systematic IP training to every
dOeS It deVeLOp
member of staff.
But this was just the prologue to the development
Ip WItH tHe AIm OF
of an even more promising compound: in
“Fujitsu’s corporate philosophy is articulated in
2008, Fujitsu Laboratories joined forces with
dIFFerentIAtInG
the ‘Fujitsu Way’, which is composed of a set of
the University of Tokyo and Toudai TLO, and ItS prOdUctS And
values, principles and a Code of Conduct that
together they developed titanium apatite. The
SerVIceS, And
all employees follow in their work activities,”
new compound can absorb and transform
says Kamei. “Part of the Code of Conduct is ‘to
viruses and odours with twice the efficiency
AVOIdInG And
protect and respect intellectual property’.”
of titania. It is now used for myriad sanitising preVentInG Ip
To help all employees to adhere to this rule,
purposes, including on hygienic masks, air
InFrInGement, It
conditioner filters, kitchen cutting boards and
Fujitsu is careful that even the most junior staff
ballpoint pens.
ALSO prOVIdeS
are given some understanding of the value of IP.
SYStemAtIc Ip
The collaboration with the University of
“Through regular training sessions, online
Tokyo is just one of many successful licensing
trAInInG tO eVerY courses and internal newsletters, we ensure
partnerships for Fujitsu. The technology member OF StAFF.”
that our employees understand that IP is an
innovator has completed more than 500
important company asset supporting our
licensing agreements in conjunction with
business,” says Kamei. “They also understand the
commercialisation of the technology by outside
its distinctive “technology marketing”
legal rights associated with IP, and in addition to
companies would lead to greater value creation,
programme—a core part of which is a long-
supporting the acquisition and maintenance of
and other reasons,” explains Masahiro Kamei,
sighted and elegantly planned IP strategy that is
IP rights, employees ensure that they respect the
senior vice president, intellectual property unit
integrated into every step of its daily business.
rights of other companies.”
at Fujitsu. “Under the programme, Fujitsu
These mandatory training sessions are carefully
technology marketing
patents and know-how are licensed to the
licensee with the intention that these become the
structured according to each employee’s
Fujitsu’s technology marketing programme
‘seeds’ for a new business for the licensee. Fujitsu
level of experience and responsibility, with
involves licensing out IP that doesn’t fit its own
can also help the licensee with the promotion of separate tuition for employees with five years’
business plan.
its products developed out of the technology.” tenure, employees with 10 years’ tenure and
management-level employees.
“Fujitsu has developed various technologies
Using titanium apatite as an example, Fujitsu
which, after analysis, would be better pursued
holds basic patents on the invention of the “Each programme addresses certain skills and
by other companies due to changes in our
material along with coating- and moding- knowledge that the employees need at each of
strategic business direction, the fact that
related process patents, two of which it shares these career stages, teaching such skills as how
with Tokyo University. to file patent applications,” explains Kamei.
“There are group seminars, e-learning programs
“Fujitsu has actively licensed this technology,”
and other styles to effectively and efficiently
says Kamei, “as well as helped licensees
educate our large number of employees.”
commercialise it by finding partner companies
that can manufacture and sell the products.”
delegating responsibility
This attentive, thorough approach is characteristic
This methodical training of every employee is
of Fujitsu, and reflected in its wider IP strategy.
just one of many ways that Fujitsu integrates IP
into its everyday functions.
the three Ip objectives
Fujitsu integrates IP into every stage of
Fujitsu’s wider IP strategy has three aims:
research and development (R&D) by making
securing business profitability, ensuring
each business and R&D division responsible
business flexibility and maintaining a superior

for checking what IP Fujitsu and third parties ond
competitive position.
b
own that might be relevant to their own
Fujitsu uses its IP to ensure profitability through research. Kamei says that the divisions research
technology marketing agreements and standard technological trends using laid-open patent
licensing agreements and enforcement. To applications and other sources, and apply this
ensure business flexibility, it looks to secure IP when planning their own R&D. ©iStockphoto.com / Alex_
22 World Intellectual property review September/October 2009 www.worldipreview.com
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