CEIPI Summer School 2025 presentation by Prof. Dr. Alexander Wurzer

© Prof. Dr. Alexander J. Wurzer 2025 CEIPI, Strasbourg
CEIPI summer school
24.06.2025
Prof. Dr. Alexander J. Wurzer
IP Strategies in Europe

CEIPI: Center for International Intellectual Property Studies
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CEIPI is the European Center of Excellency for Intellectual Property and
international Education and Research Center for IP
European Education Center for
European Patent Attorneys
Institute of the Law Faculty at the
Excellency University Strasbourg
1.200+ Participants in CEIPI
Education Programs
European IP Institutions are Heading
the Administrative Board
TOP 50 Global Think Tank
Education in 36+ European Cities

Trends in Applications of Digital Patents
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Link to EPO study

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Why digitalization needs value-driven intellectual property strategies
Business is in the driver seat for the IP strategy
• Complexity of technology and use cases drastically increase with consequences for IP
• New enabling technologies, e.g. AI, quantum computing & machine learning, 5G & 6G, virtual &
augmented reality, are emerging and influencing digital complexity further
• Business is made in more transaction and relationship-based ways due to new technologies
Source: Weibel, Beat (Chief IP Counsel, Siemens) and Freytag, Rudolf (CEO Siemens Technology Accelerator),
Why Digitalization Needs Value-Driven Intellectual Property Strategies (October 15, 2019).
les Nouvelles - Journal of the Licensing Executives Society, Volume LIV No. 4, December 2019,
Available at SSRN: https://ssrn.com/abstract=3470192

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Protecting use cases in business models: Top down vs bottom up
approach
Digital business models must be designed around digital use cases (customer needs, customer benefits,
customer experience) in order to achieve the desired returns. This can be done top down or bottom up.

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Protecting use cases: B-to-C Spotify
Spotify
Music platform / streaming service
Customer promise:
Extensive catalog of audio files that
can be accessed anytime anywhere
Digital core competence:
Ensuring the error-free
transmission of audio files
Creating personalized playlists
Earning mechanism:
Monthly customer subscription
advertising with free use
US10540385B2
Taste profile attributes
📑 LETTER
How Spotify Protects
User Experience

SONOS
Streaming solutions provider
Customer promise:
Wireless playback of digital audio
files in HiFi quality
Digital core competence:
Automated optimization of
playback (also in multiroom
systems)
Income mechanism:
Sale of hardware (digital services
as an incentive to buy)
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Protecting use cases: B-to-C Sonos
US8588949B2
Method and apparatus for
adjusting volume levels in
a multi-zone system

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How to gain a technological footprint in a new technology and a new
business eco-system? - Google
EP1958091B1 System and
method for providing
content to vehicles in
exchange for vehicle
information

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EP4158621B1 Enabling natural
conversations with soft endpointing
for an automated assistant

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📑 LETTER
Navigating the Voice
Revolution

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How to gain a technological footprint in a business eco-system? –
Luxury vs. Cost
Rolex has established itself as the pinnacle of
luxury watchmaking through a carefully
cultivated niche strategy. The company targets
affluent consumers, positioning its timepieces
as symbols of achievement and status.
000708227-0006 - YACHT MASTER

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How to gain a technological footprint in a business eco-system? –
Luxury vs. Cost
Casio’s more accessible price range of $80-
$200 per watch reflects its focus on the mass
market and value-conscious consumers. By
offering affordable timepieces, Casio caters to
a much broader customer base, including
students, professionals, and casual watch
enthusiasts.
018105586 - SHOCK RESIST

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business eco-system? – Siemens metaverse
EP2561417B1
Method for inputting a spatial structure of
production devices to a computer-aided planning
program and for optimizing the latter

The change of business with IP at Philips
What is the role of R&D?
The lighting industry
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Philips / Signify: history and profile
Signify history:
• Founded in 1891 as part of Philips Lighting
• Independence in 2016
• 35.000 employees in 70+ countries
• 7.5 bil € annual sales in 2022
• 70 % of revenue is based on innovative LED
lighting
• Signify's installed base of connected light
points increased from 114 million in Q4
2022 to 117 million in Q1 2023
• 750.000 connected light points are
managed by remote control
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1996-2011: 180 cases and lawsuits related
to LED lighting
2013-2017: Patent license and cross-license
industry-wide cooperation
2018: EnabLED licensing program is
established
2019: EnabLED licensing program has 1000+
members
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Source: Zahar Koretsky, Phasing out an embedded technology: Insights
from banning the incandescent light bulb in Europe, Energy Research &
Social Science, Volume 82, 2021, 102310, ISSN 2214-6296,
https://doi.org/10.1016/j.erss.2021.102310

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Philips / Signify: licensing
Share of LEDs in US lighting sales

Lighting systems
“Light as a
service”
Assistance system
→ Marketplace of
lighting atmospheres
Horizontal network
→ Network for
individual lighting
IoT for networked
abilities
→ Remote production
of light effects
Business Model
Technology
Philips / Signify: “Light as a service”

US9572227 B2
Intelligent lighting network for generating light avatars
Methodological Basis
“Light as a service” – Horizontal Network

WO2018158217 A1
Orchestrating production of an experience effect
“Light as a service” - IoT for networked abilities

US20120173382 A1
Methods and systems for lighting atmosphere marketplace
“Light as a service” - Assistance system

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IP design

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IP design
Observe Understand
Make synthetic
inventions
Secure position Observe
Informing Anticipating Generating Informing
Problem space Solution space
Develop
strategy
Adapted from: HPI School of Design Thinking / Qudosoft

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IP design

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What is the role of technology and R&D?
IP design: An established and standard-compliant solution
DIN 77006
ISO 56005

France:
A Layered IP Strategy for
Probiotic Yogurt
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📑 LETTER
Danone

Functional food
Danone
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Functional foods are products designed to provide
health benefits beyond basic nutrition, often through
added ingredients or enhanced natural components.
Originating in Japan in the 1980s with government-
approved “Foods for Specified Health Use” (FOSHU), the
concept has gained global traction, fueled by rising
chronic disease rates and consumer demand for
preventive healthcare solutions.

Functional food
Danone
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The convergence of convenience, scientific credibility, and habit-forming branding positions probiotic
yogurt as a linchpin of modern nutrition. As Danone continues refining strain-specific IP and packaging
innovations (e.g., spill-proof bottles), the sector is poised to redefine preventive healthcare for
urbanized populations.

Layered IP Strategy
Danone
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Patenting Probiotic Strains
Danone’s 4,000 proprietary bacterial strains—including those in Activia and Actimel—are shielded by
patents covering their unique health benefits.
Cultivating Trust Through Strategic Identity Management
Danone’s trademark strategy transcends mere product labeling—it creates scientific credibility,
habitual consumption, and category ownership that cements consumer trust.
Fermentation Mastery
Danone guards its fermentation processes as trade secrets, ensuring consistent product quality and
probiotic viability. This tacit knowledge, accumulated over 100 years of yogurt production, is nearly
impossible for rivals to reverse-engineer.
Copyrights and Design Rights
Danone’s copyrights and design rights play a pivotal role in securing its leadership in drinkable
yogurt, combining functional innovation with brand distinctiveness.

Competitive Advantage
Danone
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Ingredient-Level IP
At the core, Danone owns exclusive rights to bacterial strains like
Bifidobacterium lactis DN-173 010 (Activia) and Lactobacillus
plantarum 299v (ProViva via Probi licensing).
Product-Level IP
Trademarks like Activia and Actimel convert scientific IP into
consumer trust. The 2022 “A+ Feels” campaign tied Activia+’s
immune-boosting vitamins (C, D, zinc) to multicultural women’s
lifestyles, copyrighting the music, visuals, and claims like “9g sugar,
70 calories” to associate low-sugar formulations with wellness.
Behavioral IP
Danone’s true monopoly lies in habit loops protected by IP. The “Gut
Health Tracker” app — copyrighted software analyzing user data to
recommend Activia consumption—ties probiotic efficacy to daily
routines, creating dependency.

Norway:
Revolutionizing Lawn Care
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📑 LETTER
Husqvarna

IoT Innovation in Robotic Mowers
Husqvarna & Telenor
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Husqvarna & Telenor
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Husqvarna & Telenor
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Husqvarna, a company with roots dating back to 1689, has transformed from a weapons producer
to a leader in outdoor power products. Today, it’s at the forefront of the smart lawn care revolution,
offering robotic lawnmowers that promise convenience and efficiency to homeowners and
professionals alike.
The Automower NERA, developed in collaboration with Telenor, represents a significant leap in lawn
care technology. Unlike traditional human-operated mowers, this robotic system offers several
unique benefits:
• Autonomous Operation
• Remote Control
• Customized Lawn Care
• Weather-Adaptive Mowing
• Smart Home Integration
• Automatic Charging and Theft Protection

Protecting IoT Innovation
Husqvarna & Telenor
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EP3234721B1 Multi-sensor, autonomous
robotic vehicle with mapping capability
Design Registration No. 008052765-0001

Automower Intelligent Mapping (AIM) Technology
Husqvarna & Telenor
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Automower Intelligent Mapping (AIM) Technology
Husqvarna & Telenor
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Developing a comprehensive IP strategy that covers all aspects of their IoT ecosystem, from
hardware to software to connectivity
Husqvarna’s approach demonstrates the importance of a holistic IP strategy that encompasses all
elements of their IoT-enabled lawn care solutions. By protecting hardware innovations, software
algorithms, and connectivity features, they create a robust barrier against competitors and ensure
the uniqueness of their offering.
Collaborating with partners who bring complementary technologies and IP portfolios to
strengthen the overall offering
Husqvarna’s partnership with Telenor IoT showcases the power of strategic collaboration in the IoT
space. By leveraging Telenor’s expertise in connectivity and combining it with their own lawn care
innovations, Husqvarna creates a more compelling and technologically advanced product.
Continuously innovating and updating their IP portfolio to stay ahead of the competition
Husqvarna’s ongoing development of new technologies like AIM (Automower Intelligent Mapping)
and EPOS (Exact Positioning Operating System) illustrates their commitment to innovation. By
consistently filing new patents and trademarks for these advancements, they maintain their
competitive edge in the rapidly evolving IoT landscape.

Ireland:
Revolutionizing Digital
Payments
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📑 LETTER
Stripe

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Addressing a Critical Market Need
Stripe

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The Core Innovation: The API
Stripe
At the heart of Stripe’s offering is its API, designed to
be simple yet powerful. This innovation allows
developers to integrate payment services into their
platforms with minimal effort, addressing a critical
pain point in the e-commerce ecosystem. Over time,
Stripe expanded its API offerings to cater to various
digital business models, including:
• Digital platform business models
• Subscription revenue models
• Virtual credit cards
• Payment services for self-employed individuals

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Benefits
Stripe
Stripe’s success lies in its ability to provide value to
multiple stakeholders in the payment process: banks,
shops, and end-users.
Benefits for banks:
• Ease of reconciliation
• Fraud detection and prevention
• Regulatory compliance
Benefits for shops:
• Increased market reach
• Multi-channel accessibility
• Data insights
Benefits for customers:
• Global payment options
• Instant transactions
• Dedicated customer support

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Patent portfolio
Stripe
US12205119B2 Systems and methods for
privacy preserving fraud detection during
electronic transactions

Denmark:
Harnessing Crowds without
Losing Control
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📑 LETTER
LEGO

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The Innovation Journey
LEGO

LEGO Mindstorms and the Birth of Open Collaboration
LEGO
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LEGO, the iconic Danish toy manufacturer, embraced open innovation with the launch of LEGO
Mindstorms in 1998. These programmable robotics kits allowed users to customize their LEGO
creations with software and sensors. Unexpectedly, tech-savvy users began hacking the Mindstorms
system to extend its functionality. Initially seen as a threat to LEGO’s intellectual property, this user
activity soon revealed itself as a goldmine of innovation and brand engagement.

Key IP Strategies Used by LEGO in Open Source
LEGO
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Standardized Legal Agreements
Before users can submit ideas or participate in co-creation, they must accept LEGO’s legal terms. These
terms clarify that while creators are credited and rewarded, LEGO maintains the right to manufacture,
market, and distribute any accepted idea. This upfront agreement eliminates ambiguity and prevents
future disputes.
Platform-Level Patenting
Rather than patenting individual user-generated ideas, LEGO protects the broader technological
platform. This includes software interfaces, programmable modules, and unique components used in
LEGO Mindstorms. This strategy safeguards the company’s core assets while allowing for external
innovation on the periphery.
Strong Trademark Enforcement
LEGO consistently enforces its trademarks to prevent misuse or dilution of its brand. Even in user-
generated content, it ensures that branding follows strict guidelines. This helps maintain brand
consistency and customer trust.
Community Governance and Moderation
By setting and enforcing community standards, LEGO ensures that user contributions are appropriate,
respectful, and legally sound. Moderators monitor content, and inappropriate or potentially infringing
material is filtered out. This proactive governance helps mitigate legal risk and keeps the platform
aligned with company values.

How Open Innovation Strengthens Brand Loyalty
LEGO
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LEGO’s approach does more than drive
product development—it strengthens
emotional ties with its user base. Fans become
creators, advocates, and even business
partners. This level of engagement turns
casual users into lifelong brand ambassadors.
LEGO’s experience reveals a powerful lesson
for modern businesses: intellectual property
doesn’t have to be a wall that keeps people
out. Instead, when managed properly, it can
be the foundation for inclusive, scalable, and
legally sound open innovation.
869258 - LEGO

Sweden:
User Experience Protection
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📑 LETTER
Spotify

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Color psychology
Spotify

Color psychology
Spotify
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Spotify uses color as a storytelling tool. It’s more than branding—it’s a language. Their dynamic color
system adapts to the user’s listening behavior to evoke feelings and reinforce musical moods. The
system is grounded in psychological principles that link specific colors with emotional states.
• Red: High-energy music—associated with passion, intensity, and excitement
• Orange: Danceable tracks—warmth, movement, and joy
• Yellow: Uplifting tunes—happiness, optimism, and brightness
• Pastel: Chill or lo-fi music—calmness, softness, and tranquility

UX Patents
Spotify
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Spotify uses utility patents to protect the technologies
behind its emotional and interactive features. These patents
go beyond backend algorithms—they embed UX logic into
legal documentation.
US10148789B2 Methods and systems for
personalizing user experience based on
personality traits
US9798514B2 System and method for
color beat display in a media content
environment

Bringing UX to Life Across Every Customer Touchpoint
Spotify
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Spotify doesn’t limit its emotional branding to the app interface. Its UX strategy extends outward into
every stage of the customer journey—from first impressions to long-term loyalty.
Each stage is defined by emotional consistency:
• Awareness: Advertising uses Spotify’s
trademark green and dynamic templates
to create recognition
• Consideration: Color palettes guide
emotional appeal during app previews or
onboarding
• Usage: Interfaces respond dynamically to
listening behavior and emotional state
• Retention: Subscription benefits are
highlighted through familiar visuals in
communications
• Advocacy: Users share playlists with
custom visuals, reinforcing Spotify’s
emotional UX elsewhere

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