"Science and Technology" May 4 News, as we all know, the Chinese brand's internationalization road has become a trend, and patent is likely to be the bottleneck of many corporate necks. Therefore, the protection of intellectual property on the basis of innovation appears to be particularly important.
as the representative brand Oppo in China's smartphone industry, it began to patent layout early and got good results. So what does oppo think about intellectual property protection? What are the experiences of patents and intellectual property protection that are worth learning from the industry? To this end, this newspaper reporter interviewed Oppo research and Development technology director Richard (Song Junhua).
continuous innovation is the ultimate sense of hardship
"Communication World" oppo how to view the mobile phone industry intellectual property protection? What are the protection of intellectual property in the mobile phone industry?
Song Junhua: An enterprise wants to be based on long-term, sustainable development, must have a sense of hardship, continuous innovation is essential, especially in the market competition is extremely fierce, product, technology iterative acceleration of the mobile phone industry.
now, the internationalization of Chinese brands has become a trend, and patents are likely to be the bottleneck in the necks of many businesses. Therefore, an enterprise to carry out a global layout, patent management is to pave the way for internationalization of enterprises necessary part.
to protect the company's long-term development, OPPO has established intellectual property management strategic planning for the company's intellectual property escort. The current company intellectual property management mainly has the Protection technology Innovation Patent Management, the software copyright management, protects the brand reputation the trademark management and so on.
"Communication World" what is the current status of IPR protection in China's mobile phone industry?
Song Junhua: The mobile phone industry has grown to the present, has become more and more mature in technology. Mobile phone manufacturers now need to focus on the user based on 4G network environment, the use of habits will produce changes, what new requirements arise. From the pre-judgment of the user needs, to do innovation, so as to take the road of differentiation.
From Oppo own intellectual property protection, as of April 2013, Oppo patent application number in the domestic enterprises ranked eighth, in the smart machine industry ranked the forefront. As of December 2013, Oppo patent (excluding appearance) of more than 2000, of which invention patents (software method/man-machine interaction mainly) accounted for 78%, utility model accounted for 22%. 24% has been patented, of which the invention patent accounted for 10%, the utility model accounted for nearly 90%.
foreign Enterprises ' monopoly position intellectual property protection Innovation
"Communication World" what are the similarities and differences between IP protection of China's mobile phone industry and foreign countries? (e.g. gaps, advantages, etc.)
Song Junhua: foreign enterprises because of the domestic intellectual property protection environment and awareness of relatively sound, mobile communications technology research and development investment earlier, nearly 10 years ahead of the completion of the patent layout, and actively participate in the development of mobile communication standards, the formation of a monopoly of communications standards, and to obtain excess royalties income. But the domestic intellectual property right started late, in recent years only more and more attention. We can see that in the 2g/3g era, the European and American companies in the communications base patent has an absolute monopoly, only in the 4G era, ZTE, Huawei and other domestic enterprises to occupy a certain proportion of the patent.
in the past two years, the number of Oppo patent applications has shown rapid growth, which reflects the oppo in the rapid development. At present, Oppo products and services have covered China, Southeast Asia, Europe, the United States and other overseas markets, and has a decent performance. Enterprises in the global layout, the patent application in the target market is the necessary preparation. For example, in the US market, oppo regularly screens out patents with potential value and licensing possibilities and arranges for US patents.
"Communication World" what is the relationship between mobile IP protection and mobile phone industry innovation?
Song Junhua: Oppo has always attached great importance to technological innovation. Our research and development in the domestic industry at the forefront of the level, in the international, but also the recognition of giant companies. For example, the company became a member of the Google OHA Alliance in 2012. International vision and strong alliances, for the follow-up development of OPPO and in-depth development of smartphones, provides a powerful support.
In order to protect the long-term development of enterprises, the company has a clear understanding of the important role of intellectual property. Therefore, Oppo established the Intellectual Property Management strategic planning, and set up a patent management team, and in the company to introduce various incentives to encourage staff to carry out technical innovation and patent applications.
complete strategy and system incentive from patent pool to patent network
"Communication World" as China's mobile phone industry well-known enterprises, Oppo in the mobile phone industry intellectual property rights protection situation?
Song Junhua: As of April 2013, the number of Oppo patent applications in the domestic enterprises ranked eighth, in the forefront of the smart machine industry. As of December 2013, Oppo patent (excluding appearance) of more than 2000, of which invention patents (software method/man-machine interaction mainly) accounted for 78%, utility model accounted for 22%. 24% has been patented, of which the invention patent accounted for 10%, the utility model accounted for nearly 90%.
at present Oppo has formed a small-scale patent pool, the next goal is to form an effective patent protection network for OPPO long-term development and innovation to provide a strong guarantee.
"Communication World" oppo how to benefit from the protection of intellectual property rights?
Song Junhua: Under the escort of technological innovation and patent, Oppo launched a series of products with innovative technology, good market feedback and good word-of-mouth among consumers. For example, we have just launched the 4G Universal flagship--oppo find 7, which is equipped with OPPO's self-developed VOOC Flash technology, as well as a number of international awards for the Discovery 5, as well as OPPO N1,ulike 2,finder and other classic products.
to Oppo find 7 For example, it carried the oppo independently developed, the world's fastest and most secure VOOC flash technology, with 16 patents, formed a barrier brick gift package, and its oppo coloros operating system, there are more than 100 technical patents. Oppo last year launched the world's first camera with a large screen camera oppo N1, in the early stage of product development, we have been around the rotating camera technology program launched a patent excavation protection, a total of 11 patents.
Oppo has 16 patents for the exclusive development of VOOC Flash.
OPPO N1 Rotating Camera design has 11 patents
"Communication World" oppo in the mobile phone industry IP protection is how to do (such as input, personnel, mechanism, etc.)?
Song Junhua: Oppo has a clear intellectual property management strategic planning, a specialized patent management team to carry out systematic management, the regular organization of patent value assessment and application promotion, and then traction and promotion of patent quality, promote conversion applications.
in the initial product development project, the patent team will work with the development project team to carry out patent excavation and layout, and will be in accordance with the risk of patent infringement early warning analysis, early to avoid the corresponding risks.
at the same time, oppo in the internal introduction of various incentives to encourage staff to carry out technical innovation and patent applications. For example, Oppo will hold a technical exhibition every year, and set a generous reward for the invention of its employees to inspire enthusiasm for innovation.
