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Transcript of BTM Report
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CONTENT
ITEM PAGE
COMPANY OVERVIEW AND BACKGROUND 1
PRODUCTS AND SERVICES 3
INTELLECTUAL PROPERTY (IP) 5
INNOVATION AND RESEARCH AND DEVELOPMENT (R&D) 10
COMPANY IP, TECHNOLOGY AND INNOVATION MANAGEMENT 12
DISCUSSION 20
CONCLUSION 25
REFERENCES 26
APPENDIX 28
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Company Overview and Background
Terato Tech Sdn. Bhd. is a developer of Malaysia iPhone & Android Applications. They
develop mobile applications for iPhone, which there are estimate 150,000 users in Malaysia witharound two billion downloads made worldwide, as well as Blackberry and iPad. Apart from that,
Terato Tech also focuses in games, provides multimedia services and website services.
Terato Tech was established two years ago in September 2008. This is a small
organization and consists of fifteen employees. This company is considered at the beginning
stage of the corporate life cycle, which is the start-up. They are innovative and able achieve
significant changes in the products frequently. Innovative of the products is based on user's and
market's needs. User's demand on certain applications will stimulate ideas and there comes with
new software and applications. Other than that, the performance of the products is usually above
average and would be able in satisfying the users. Another characteristic of a start-up company is
that they focus on market niche. It is impossible for them to satisfy various kinds of needs from
the market due to limited resources. They are not able to divide into many divisions and follow
up each service well however they could target in a few which they are expert in and ensure the
quality of the targeted services.
The company as well as the CEO of the company had been awarded with four awards in
total which we shall highlight over here to show that how dramatically their performance is in
just a short period. Firstly, the CEO being awarded with Asia-Pacific Multimedia Super Corridor
Information Technology and Telecommunications Awards (APMITTA) with the Best Student
Projects in the year 2000. Immediately in the following year, he was awarded MSC-Asia Pacific
ICT Awards (MSC-APICTA) with the Best Student Projects again. After the establishment of
the company, they were awarded with Most Promising iPhone Application Award 2009 by
Maxis. At the same year, they participated in MSC Malaysia IP Creators Challenge Series (IPCC)
and become the winner in mobile games category.
This industry is very competitive yet easily to start-up. There are just a few requirements
to commence the business which consists of a small amount of modal, a few expertises to do
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While the game that invented by Terato Tech are:
- Qalvinius. It is an adventurous game which allows players to explore the world of
Katakonia with monster attacks and so on.
- Math Maniac. It is easy to understand and fit for all ages. The thrilling game engine
provides fun action while solving mathematical problems.
- Wudhu‟. This is perfect for kids to learn how to perform wudhu‟ for the first time.
- PQ Test Toyota. It is a game designed to highlight the uniqueness of the Toyota Prius.
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Intellectual Property (IP)
Patent
A patent for an invention is a legal right granted by the government. It allows us to stop other
people from using our invention during the life of the patent. Patent cover invention from all
fields of technology which normally is new and not significant. It should be in technical form
and does not need to be high tech or complicated. However, a patent right application will be
rejected if the invention intended to patent has been published publically in any form. In
Malaysia, a patent can be applied for up to one year after the first disclosure of the invention by
its owner. But this disclosure normally might prevent the owner from obtaining patents overseas.
Once a patent has been granted, a renewal fee must be paid to the patent Registry every year to
maintain the protection. The maximum life of the patent is 20 years from the initial filing date.
Trade Mark
Trader or a service provider used trade mark to identify his goods or services and to differentiate
them from other traders. Registered trade mark is legal rights granted by government which give
the owner monopolize authority for the exclusive right to use the mark. The duration of a trade
mark registration is initially 10 years from the date of application. Upon payment of a fee, the
registration is then renewable every 10 years in perpetuity. A trade mark registered in Malaysia
is applicable only in Malaysia. It possible, to file a single application for a trade mark for a group
of 25 countries in the European Union, by filing a European Community Trade Mark (CTM)
application.
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Copyright
A copyright is to protect any original work produced with ample skill and effort and expressed in
material form, for example, a book, manual, song, drawing, film, sound recording or computer
software. Owner is entitled authority to control the doing of various acts in relation to his created
work and to restrict any use without his permission. The protection duration for any literary,
musical or artistic work published during the author‟s lifetime is for the life of the author plus
fifty years after his death. The benefit of having copyright is one able to transfer the copyright by
assignment, testamentary disposition or by operation of law for monetary value just as one could
for property as well as licenses for certain acts such as reproducing the literary or musical work,
or performing in public in exchange of royalty.
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According to Mr. Reza, the managing director from Terato Tech, mobile industry is a fast
moving industry. Although Terato Tech being the first mover in this industry for mobile
application development, they still unable to stop other people to use or copy their ideas. Terato
Tech was initially pushed out their product, “Qalvinius”, a game on iPhone. At the same times,
another company relates another game, “Maple Story” on iPhone too without any sign and that
particular company had gained RM 2billion revenue annually.
Terato Tech does not apply patent in their company. They do not find much value in
applying patent for their product. Even they have the patent, other people still can copy the
concept of the idea. However, they are entitled for copy right and trade mark as well as Non-
Disclosure, in another word, they do not disclose any information to the public what are they
doing before official launch their products. Besides that, getting copy right and trade mark is
easier, what they need to do is just filing in an application form and pays an annual fee to
maintain it.
There is a live and significant example on reason being Terato Tech does not patent.
Years ago, there is a major exporter company in Malaysia where they launches their product by
using one of Terato Tech‟s video in the national TV. That particular company had removed
Terato Tech‟s company logo from the video, so Terato Tech had made the effort to stop and try
to talk to the person-in-charge from that company. In the end, that company had actually
threatened them and in the fact is Terato Tech being a small company does not have sufficient
financial support to pursue further. It will take them a lot of time, money for hiring a lawyer and
many more.
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CMCF (Communication and Multimedia Content Forum)
The Communications and Multimedia Act 1998 provides for the Content Forum to prepare and
draw up a Content Code after appropriate consultations and to enforce the Code containing
governing standards and practices in the communications and multimedia industry. The Content
Code which the Communications and Multimedia Content Forum of Malaysia has adopted for
the purpose of the statutory duty sets out the guidelines and procedures for good practice and
standards of content disseminated to audiences by service providers in the communications and
multimedia industry in Malaysia.
The CMCF, which was established in February 2001 in line with the requirements of the
CMA, will govern content and address content related issues disseminated by electronic medium
by industry self-regulation in line with a Content Code. The CMCF was designated by the
Communications and Multimedia Commission in 29 March 2001. The management of the
CMCF rests with a Chairman and 18 council members elected from the six 'ordinary' member
categories of advertising, broadcasting, content creators/distributors, audiotext service providers,
internet access service providers, and civic groups. There are two categories of members. One of
the members is ordinary membership. This is open to businesses, industries, and trade
organisations, as well as firms, companies and corporate bodies that are established, incorporated
or registered under the laws of Malaysia and qualifying as: Advertisers, Audiotext Service
Providers, Broadcasters, Civic Groups, Content Creators/Distributors and Internet Access
Service Providers. Another member is associate members. any individuals, firms, societies or
bodies established, incorporated or registered under the laws in Malaysia (who do not fall under
any of the six ordinary member categories) interested in content provided by the communications
and multimedia industry. Sign up as a member to get first hand information from The Content
Forum. You may download the CMCF Membership Form and mail it back to CMCF for
processing.
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History & Mission
Aimed at facilitating industry self-regulation, CMA 98 empowers the MCMC to
designate an industry body to be responsible for the preparation of a Content Code, or codes as
the need may arise. CMCF was established in February 2001, as a Society, with representationfrom all relevant parties, including the "supply and demand" side of the communications and
multimedia industry - to govern content and address content related issues disseminated by way
of electronic networked medium. CMCF was designated on 29 March 2001 by the MCMC. The
CMCF operates a Complaints Bureau that addresses grievances from consumers and industry
members on matters relating to content over the electronic networked medium.
Overview
The CMCF will govern content by self regulation in line with the Malaysian
Communications and Multimedia Content Code. By virtue of it being a voluntary Code, those
subscribing to it have undertaken the commitment and responsibility to uphold its objectives and
principles. The Content Code will set out guidelines and procedures for good practice and
standards of content disseminated for public consumption by service providers in the
communications and multimedia industry. The Content Code will demonstrate a commitment
toward self-regulation by the industry in compliance with the Communications and Multimedia
Act 1998 (CMA 98). It will seek to identify offensive and objectionable content while spelling
out the obligations of content providers within the context of social values in this country. The
Content Code will provide the platform for creativity, innovation and healthy growth of a fast
changing industry. The ambit of the Content Code is defined under Section 213 (1) CMA 98
which states that the Content Code "shall include model procedures for dealing with offensive
and indecent content".
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Innovation and Research & Development (R&D)
Innovation tends to be considered in terms of new products, new processes, new
managerial approaches, and combination of the three. Importance of innovation and advances in
information technology have lead to shorter product life cycles, more rapid new productintroductions and greater market segmentation. Besides that, innovation enables a wider range of
goods and services to be delivered to people worldwide.
Benefit of innovation included: the company will have greater control of the process and
outcomes. Secondly, they have greater understanding of the technology product and how to
apply it compared to other company. In additionally, this particular company will gain greater
ability to potentially develop the next generation of technology as well as they will enjoy greater
profit potential being the first mover in the industry. However, there are a few points which will
discourage innovation such as there is a greater risk of failure to develop the right product at the
right time as the product is very new to the market; the company cannot assure that their new
product would be accepted completely. While keeping a pipeline of new products is difficult at
best. It is because there is always the danger of another firm will enter the market first.
Furthermore is the time taken to innovate certain product. The time required for an internal
development strategy is greater than purchasing an immediately available product externally.
Terato Tech is a company where they have full innovation skill. Their products are
wholly created by the expertise, knowledge and resources that they have. The company‟s R&D is
mainly generated internally. They do a lot of “skunk work”. Basically, skunk work is to describe
a group of people within an organization given a high degree of autonomy and unhampered by
bureaucracy, tasked with working on advance or secret projects. They give time to employee to
do their own R&D on their free time. If the outcome of the project is good enough, they will
commercialize it. However, IT industry in Malaysia is still government driven. Malaysia market
is still small, so they will need to focus on other Asia countries.
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The S-Curve
During the start-up stage also known as the invention stage, the industry experiences
modest sales growth and very small or negative profits. The market for the industry‟s product or
service during this stage is small, and the firms incur major development costs.
At the second stage, the growth stage, a market develops for the product or service and
demand becomes substantial. The limited numbers of firms in the industry face little competition,
and firms can experience substantial backlogs and very high profit margins. The industry builds
its productive capacity as sales grow at an increasing rate as the industry attempts to meet excess
demand.
As for the maturity stage, high sales growth and high profit margins that increase as firms
become more efficient cause industry and firm profits to explode and also attract competitors to
the industry. At the end of maturity stage, competition produces tight profit margins, and the rate
of return on capital eventually become slightly below the competitive level.
Lastly at the aging stage, the industry‟s sales growth declines because of shifts in demand
or growth of substitutes. Profit margins continue to be squeezed.
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Company IP, Technology and Innovation Management
Introduction
To start off with, Terato Tech Sdn. Bhd. is a start-up company approaching its 2
nd
anniversary onSeptember. Before going deeper about the company, here is an analysis and comparison of the
characteristics of Terato Tech Sdn. Bhd. corporate cycle with the example taken from the
textbook.
SOURCE: Girifalco, L. Dynamics of Technological Change.© 1991
Van Nostrand Reinhold, p. III. Reprinted w ith permission of Springer Science and Business Media.
I. Type of Innovation
Terato Tech is a technology company with a particular focus on mobile applications. A list of
significant products that are produced by them is as below:
a) Qalvinus – a first of its kind Role-Playing Game (RPG) on iPhone, iPad and iPod Touch.
b) Aiyo – an online monthly magazine that is free, another first of its kind in Malaysia.
c) CIMB Clicks for iPhone
d) Muslim Calculator – It can calculate distribution of property and for zakat.
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e) Halal - 'Locator' is the first module developed to assist users in accurately locating halal
food premises.
The list shows that although Terato Tech is mainly focused in mobile applications, but the
company is not limited to just a genre. From the list, it can be observed that Terato Tech is
involved in games, lifestyle content, finance tools, utilities and Muslim related content. Each
product is significantly different from each other and thus fits into the characteristic for a start-up
company.
II. Stimulus of Innovation
According to the textbook, the stimulus of innovation for a start-up company is user‟s needs and
feedback. The same can be applied to Terato Tech as the bulk of their compliments and
criticisms are from the users and to a certain extent, the media. In the App Store in iTunes (the
online store to buy applications for Apple‟s mobile devices), there is a column showing users
ratings and also comments regarding the app that the user downloaded or purchased. From
reading the comments, Terato Tech can study user preferences and develop the next products
accordingly.
Another channel of feedbacks come from the media. Terato Tech gives out the applications for
free to various publications (such as The Star‟s TechCentral and Harian Metro) and invite them
to give a review in their publication.
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In addition to that, the company also employs beta testers to obtain an initial feedback regarding
an application before releasing it to the market. Although the main purpose of beta testing the
game is to fixes bugs before releasing it into the market, but the beta testing can prove to provide
an insight to improve the product as the beta tester will communicate closely with the developer.
III. Competitive Emphasis
According to the textbook, the competitive emphasis of a start-up company is the performance of
new products. This holds true for Terato Tech too, as the company do not have a huge range of
products but each products that it offers are if high significance to the company.
IV. Market
According to the textbook, the market for a start-up company is usually market niches, but in this
aspect, Terato Tech differs from the norm. With modern technology such as internet and also an
unified platform (the App Store in iTunes), Terato Tech can reach target market in 90 countries
which includes major markets such as the North America and Europe. The total number of active
iPhone apps user stands at 58 million, which is more than double of the total population of
Malaysia.
V. Organization and Management
According to the textbook, the organization and management style of a start-up is small and
flexible. This holds true too for Terato Tech. The total workforce of Terato Tech is 15 and other
than the managing director, everybody work together in the same room. This organization style
shows that the company emphasize on flexibility and also quick communication.
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Technology Management
In this section, we study the company in the aspect of technology management and in detail
about:
– The technological choices that firms make.
– The criteria by which technologies are embodied into new products and
production processes.
– The organizational practices and managerial processes for the deployment of
technological resources.
I. The technological choices that firms make
For Terato Tech, the technological choice to make is relatively straight forward. In order to get
more sales, the company has to approach the market with most users. Although there are various
platforms available (such as iOS, Android, BlackBerry OS, WebOS and Windows Phone), iOS
which is the operating system used by iPad, iPhone and iPod Touch, enjoys a significant market
share compared to its competitors.
II. The criteria by which technologies are embodied into new products and production
processes
The technologies used by Terato Tech are actually widely available. In order to develop
application for iOS devices, there is a Software Development Kit (SDK) prepared by Apple for
all Apple Developers. iOS SDK , which includes the Xcode IDE, iPhone Simulator, and a suite
of additional tools for developing applications for iPhone, iPad and iPod touch. In addition to
being widely available, the SDK is available for free too as long as the person is a registered
Apple Developer.
The downside to using this technology is that it is subject to an approval process by Apple which
could delay the release of an application.
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III. The organizational practices and managerial processes for the deployment of
technological resources
To utilise the iOS SDK, Terato Tech has taken 2 major steps. The first is to invest heavily into
hardwares such as Mac OS X computers (which is used to develop the applications), and iPhones
and iPads (to test and to further develop the application). Secondly, Terato Tech invests even
more on human resource so that its personnel will be able to make full use of the expensive
hardwares acquired by the company.
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Innovation Management
Following the textbook, there are 5 phases in managing innovation, listed below:
– Scanning
– Strategy
– Resourcing
– Implementation
– Learning and Re-innovation
I. Scanning
Scanning means that a company will keep on scanning and searching their environments
(internal and external) to pick up and process signals about potential innovations.
Terato Tech, although now a developer for iOS devices did not stop scanning for other future
technologies that could earn more money for the company. Although the managing director did
not reveal this to us, but we spotted a Nexus One box among the many iPhone boxes in a shelf.
Nexus One is a Google's flagship smartphone manufactured by Taiwan's HTC Corporation. It is
a phone sold as part of the SDK to Android Market developers. This shows that Terato Tech is
not limited to the iPhone and also considering building applications for Android as it is the upand coming competitor of iPhone.
II. Strategy
Strategy means that a company will then select from a set of potential trigger for innovation that
will be the most profitable as even the best resourced company cannot do everything.
For Terato Tech, the obvious strategic choice to make is to develop applications for the iOS
devices. It is undoubtedly the market leader among the many mobile devices available in the
market today. This translate into the high amount of downloads from the App Store which at last
count on June 7, 2010 stands at 5,000,000,000+.
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This does not mean that Terato Tech is investing solely in iOS as in May 2010, Android's first
quarter US sales surpassed that of the rival iPhone platform. By August 2010, there are over
100,000 applications available for download in the Android Market, with over 1 billion
application downloads. Recent months have shown an ever increasing growth rate, recently (in
May 2010) surpassing 10,000 additional applications per month. This shows that Android is fast
becoming a viable alternative platform for iPhone.
III. Resourcing
Resourcing means that now the company has chosen an option, the company needs to resource it
by providing the resources needed to exploit it.
Resource in this sense to Terato Tech not only applies to the heavy investment made for the
fixed assets need to develop applications. It is also getting the know-how to use the SDK by
sending its staffs to training. Terato Tech also encourages „skunkworks‟ which means employees
of the company could use their own free time especially during the intervals between projects to
do self-interest projects that could be beneficial to the company.
IV. Implementation
Implementation means that now the company is ready to implement the innovation, growing it
from an idea through various stages of development to final launch.
Implementation to Terato Tech is to start on the project after getting the „go-ahead‟ from the
director. With all the required hardwares and softwares now ready, the actual development of
application begins. Development of an application usually goes through conceptualization,
coding, debugging and finally release to the market. There are certain projects that could be more
complicated such as Qalvinius and Halal where additional tasks are required respectively such as
designing, and cross-checking with authorities in relevant fields.
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V. Learning and Re-innovation
Learning and Re-innovation means to reflect upon the previous phases and review experience of
success and failure.
For Terato Tech, it means to study why a certain applications succeed or failed. An example is
their project, Qalvinius which received heavy criticism shortly after release due to the buggy
gaming experience. The company swiftly removed the application from the App Store and
begins a second round of debugging process. Yours truly was involved in the beta testing process
which consists a round of intense gaming to detect bugs and anomaly within the apps. Once a
bug is detected, it is reported to the developer in charge and a solution is made.
Other than debugging, the feedbacks given to the company was also noted to give the company
ideas on how to develop the next application, which could lead to another round of innovation.
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Discussion
According to Mr. Reza, the managing director of Terato Tech Company, the industry of
information technology and creative multimedia in Malaysia still at infant level which still much
rely on government support. Without the government project, the company has to compete
under a stiff competition to win over corporate clients to derive source of income. However, the
process of bidding government projects takes time, and normally only reputable companies will
successfully bid over the projects. Small companies like Terato Tech Company don‟t have
sufficient of human and capital resources to handle the projects. Thus, the exposure toward local
market and brand awareness among local consumers are relatively small in the industry.
Nevertheless, Mr. Reza currently doesn‟t have any planning to increase his manpower to deal
with the government projects, but rather accept corporate projects according to the company‟s
capacity.
Besides, Mr. Reza also stated that the conservative attitude inherited among our local
investor couldn‟t help much for the industry. The investors are over emphasized in return on
investment. Immediate results and short term goals are preferred than any long term goals. For
example, certain percentages of the investment return have to be guaranteed in a binding contract
no matter how the market feasibility of a product invention or innovation at the end will be.
Companies in the industry are cautious in developing their service products as they will lose
everything if the end products failed to make any profits. This scenario is totally different with
what has happened in the foreign market.
Before back to Malaysia, Mr. Reza has worked in United States before. He revealed that
the foreign investors are more risk taking and far sighted. Even sometimes the investment can be
unsuccessful, they still willingly to pump in additional capital to ensure the project still able to
run on. They are optimistic that the return is beyond expectation in long term despite the
temporary losses. Besides, the global market in US provides more business opportunity to the
industry. The industry can survive without relying much on their government. Liberalization of
government policies also catalyzes the companies to become more flexible in conducting their
business. They are free to do what they want as long as it is within the legal capacity.
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On the other hand, Mr. Reza added on that the attitude of local consumer disincentive the
development of the industry as well. The best price demanded is always being free and neglect
the quality of service provided. Some unethical users even go against the law and hack the
particular software. This is a serious offence in term of violating the intellectual property which
include patent, copyright, trademark, etc. Unlike in Europe and US, the people are respectful
toward the generation of intellectual property. The citizens of knowledge economy based
willingly to pay to consume the products and services. This factor cause the demand of the
industry is saturated with the particular product or service. The incentives keep the producers
spend more in research & development and the capitalization of intellectual properties.
Critics
According to Wikipedia, technology management is set of management disciplines that
allow organizations to manage its technological fundamentals to create competitive advantage.
Typical concepts used in technology management are technology strategy (a logic or role of
technology in organization), technology mapping (identification of possible relevant
technologies for the organization), technology roadmapping (a limited set of technologies
suitable for business), technology project portfolio (a set of projects under development) and
technology portfolio (a set of technologies in use).
Being a startup company, we can conclude that Terato Tech Company still has a long
way to go in achieving a stable and systematic technology strategy. In another words, the current
technology level adopted by the company is still unsatisfied. Due to the small number of team
members, the technology database to provide an online resource of information and products
available to assist the organization still poorly managed. The experience derived is insufficient
input into the company‟s technology project portfolios as number of projects handled is limited.
Therefore, there is lack of comprehensive technology support and guideline as a platform for the
employees to refer.
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Besides, the company also did not manage the technology portfolio in a proper manner in
term of intellectual property. The managing director is only pursuing copyright and trademark
toward their products instead of patent. He explained that the company temporary focused on
achieving short term goals, thus only the revenue generated from current products are given
attention. Moreover, the process of filing a patent takes around 18 months and the fees are quite
costly too. To ease the burden for cost saving, Mr. Reza is reluctantly to put efforts on patenting
their products. He said it is not worth for patent any invention although the protection can last
around 20 years. This is due to rapid growth of the industry, particularly in mobile software
application market. Any invention can be easily imitated by competitors and the software can be
innovated to better, more-feature version immediately.
Recommendation
First of all, Terato Tech Company should create a strong intellectual property culture
and leadership conducive to promoting innovation and inventiveness . Leading an intellectual
property enabled organization, the managing director and its top management members should
become the role model to other employees. Consistent implementation of advocacy and support
should work out in term of written policies. Example, procedures of settling an intellectual
property disputes such as mediation and arbitration, can be benchmarked and stored in the
company‟s technology database system. In addition, Mr. Reza can employ a Chief Intellectual
Property Officer by listing down his job specification and description. His main tasks can relate
to any set-up of standard operating manual and protocols and have a rapport relationship dealing
with outside IP consultant and agent.
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Next, Terato Tech Company can align intellectual property strategy with the firm’s
overall business strategy. Key performance index (KPI) can be designed to ensure how the
value-adding is created with well-developed of trade secrets, copyright and related rights,
industrial design, trademark, and asserting intellectual property rights. Once the value is created,
value transference is available along the value chain of product. Besides, intellectual property (IP)
can be use as tools for extracting value such as IP reexamination, IP dispute resolution, and
IP litigation. Even the company is facing adverse situation, the company can use the intellectual
property for guiding the process of merger & acquisition, divestitures, and bankruptcy. For
example, trademark of a company sold can increase goodwill and directly increase the cost of
acquisition as well. The intangible value is moved along with the transfer of ownership.
Subsequently, it is important for the management to have a greater picture of the
company‟s updated intellectual property position. Companies usually have some knowledge
on technology trends and competitors‟ actions but lack of a comprehensive picture of the IP
landscape. Analyzing patent data with modern database tools data can help companies to
achieve this goal. Tools such as Aureka - an advanced IP management and analysis platform, do
provide a secured online platform for searching and storing IP information. It allows clustering
patent data so that an aggregated view on technology fields is available for top management. The
management should then carefully evaluate the strengths and weaknesses of the own IP positionversus competitors. As the outcome, we can know whether the company is capable to leverage a
strong IP position for commercial market success or abandon the field due to its weak IP position.
This helps the management to develop several options after an evaluation done on economic
opportunities and associated risk. If necessary, the company can change its IP position all the
time.
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Moreover, we suggest Terato Tech Company develop strategies and choose the best
among the alternatives to realize the full market and strategic potential of its IP strength.
Marketing team can review its publicity strategy for their core, value added products. According
to some analysis revealed that the company was not really using key patents to position its core
products against competitor products. This will significantly cause of lacking a unique
positioning in the relevant technology. As the company did not integrate differing aspects of its
value proposition, it was simply giving away its precious IP too cheaply.
Last but not least, it is crucial that companies define specific action plans with precise
roles and responsibilities for implementation. The top management, on the other hand, should
systematically integrate IP into their strategy processes. Successful implementation requires that
employees understand the importance of IP issues to the company. It is vital that the CEO makea clear statement on the company‟s general direction such as organizational structure and
processes should facilitate collaboration on IP issues. This is both necessary for providing top
management with relevant and aggregated data and for driving functional work.
In order to ensure that IP is taken seriously and creates value, companies have to regularly
quantitatively and qualitatively measure and report IP success. The related key evaluation can be
how’s the intellectual property create value for the company, has the created IP threats the
competitor in enhancing their position in the industry, and how to determine the IP is still
contribute to the development of company.
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Conclusion
After spending much time doing the literature review, preparing for the interview and conducting
it, and finally doing this report, we gained much insight on how technology management is not
only in theory but also in an actual world.
We learnt although technology management is a management tool that is proven to be effective
in gaining long term revenue, but for many companies especially locally, it remains only a fancy
term. Through this assignment, we realize it is important to have a proper technology
management system in order to bring a company to higher height, even though it is only a start-
up company in this case study.
This brings us to the fact that most start-up companies are both too preoccupied with their
business and often time does not have the resources to implement an effective technology
management system.
Proper steps should be taken by the government to assist companies in Malaysia, especially
Small & Medium Enterprises (SMEs) to defend their IPs. Existing laws that are proven
ineffective should be amended to suit to the changing time and proper training should be given
to government staffs to understand the significance of IP and the protection of it.
Without a proper protection mechanism in our country, the country would suffer huge losses as
talents and investors would prefer countries with an effective IP law. The loss would not only be
limited to income generated but also the loss of local talent and investors to other countries. To
remedy this problem, swift action from the government should be taken before the situation
becomes irreversibly damaged.
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References
Reily, F.K. and K. C. Brown (2008), Investment Analysis and Portfolio Management, 9th ed.
Thomson South-Western, USA.
White/ Bruton. The Management of Technology and Innovation: A strategic Approach.
Thomson South-Western. 2007
Henzman, 2010, Muslim Calculator, Halal, Solqib & Wudhu in Harian Metro!, online, retrieved
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harian-metro/
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Appendix
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An excerpt of „Manfaat Era Digital untuk Beribadah‟ by Afiq Hanif from Harian Metro
As
published on The Star's In.Tech (6th July 2010)
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An excerpt from KOSMO!
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Accumulated number of Application and Games in the Android Market
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