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FUJItSU
“The technological trend research is used to into its industry-leading products and services
Staying competitive through Ip
both analyse patent holdings and the activities is underpinned by IP,” says Kamei. “IP gives us
As a technology innovator, a further consideration
of competitors, and also to better grasp the the ability to more effectively differentiate our
for the long-term quality of the products Fujitsu
technical direction of certain fields of technology,” products and services and establish competitive
patents is their interoperability.
says Kamei. “We conduct research on technological superiorities (core competencies) in our business
trends, and we also use patent ‘maps’ to analyse a r e a s .”
“In the ICT (information and communications
industry trends and benchmark our activities
technology) industry, standardisation and
against those of our competitors.”
Over the past year, Kamei says that this approach
has enabled Fujitsu to strengthen its patent
interoperability are critical in creating
These patent maps show the strength of patent portfolio and thereby conclude cross-licensing
competitive products and services,” says Kamei.
rights in certain fields of technology, which agreements with many companies, as well as
“In this environment, we must continually track
Kamei says helps Fujitsu to determine ways of increasing the flexibility, freedom and stability of
standardisation activities for various technologies
strengthening its own rights. the company’s business and R&D activities.
and ensure that our patent portfolio is strong in
relation to standardised technology. If we didn’t,
“The maps allow us to compare our strengths Rather than using these successes as the basis of
our businesses would face many obstacles in the
with those of competitors,” explains Kamei, “and goals for the year ahead though, Fujitsu’s strategy
market.”
to improve our ability to focus on the specific is more long-sighted.
business and R&D areas we need to improve
A patent portfolio that is mindful of technology
“We do not have any goals limited to one year.
through stronger IP.”
standardisation increases Fujitsu’s licensing
We have a continual goal of enhancing our
options. If the technologies it patents are
Based on the technological trend research and
IP portfolio and specifically the building of a
compatible not only with its own products but
patent maps, each division then develops an IP
strong, effective patent portfolio,” explains Kamei.
those of other companies, then cross-licensing and
strategy based on its findings. But that is not to say
“More specifically, we continually strive to file
co-development relationships become possible.
that Fujitsu’s divisions work independently of each
applications and secure rights in strategically
other.
important areas of technology. We also place an
“IP gives us a stronger bargaining position when
emphasis on maintaining clear guidelines and
partnering with other companies,” says Kamei,
To ensure cohesion across the group’s IP functions,
standards for the filing of patent applications,
“which results in greater flexibility and freedom
Fujitsu’s various companies meet frequently to
taking cost performance into consideration.”
for our businesses.”
consider group-wide issues such as international
standards and to make certain that all divisions are
This long-term, strategic enhancement of Fujitsu’s
Fujitsu has already established cross-licensing
implementing these accurately. Here, IP issues are
patent portfolio also crucially focuses on the
partnerships with leading companies, including
also shared internally, and collaboration between
quality, not just the quantity, of patents.
Infineon Technologies, Intel, International
group companies is encouraged.
“In the US, for instance,” says Kamei, “we have
Business Machines (IBM), Lucent Technologies,
established a patent rights centre to manage the
Microsoft, Motorola, Texas Instruments, and
A worthwhile investment
patent prosecution process from filing through to
Samsung Electronics.
IP research and training at all levels of Fujitsu’s
examination.”
business require time, money and resources. But
With such high-profile collaborations underway,
the investment is proving worthwhile for the
This established centre enables Fujitsu to tailor
and an IP strategy that is as forward-thinking as its
multinational technology giant.
its patent applications to the requirements of US technology, Fujitsu is equipped to truly capitalise
patent law, resulting in greater patent confidence on its maxim ‘The possibilities are infinite’.
“The technology that Fujitsu owns and incorporates
and more enforceable patents in the long term.
“We cOndUct
reSeArcH On
tecHnOLOGIcAL
trendS, And We
ALSO USe pAtent
‘mApS’ tO AnALYSe
IndUStrY trendS
And bencHmArK OUr
ActIVItIeS AGAInSt
tHOSe OF OUr

ond
cOmpetItOrS.”
b
©iStockphoto.com / Alex_
24 World Intellectual property review September/October 2009 www.worldipreview.com
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