Fujitsu 2010 Annual Report Download - page 62

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Staff
member A
Staff
member B
Staff
member C
General
mail address
Mail No. 1
Shared mailbox
Mail authorization number—
Operator—Operator status
No. 1—Staff member A—Finished viewing
No. 1—Staff member B—Finished replying
No. 1—Staff member C—Unread
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Reply
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Reference
Monitoring
Intellectual Property
THE
IMPORTANCE OF
INTELLECTUAL
PROPERTY
INTELLECTUAL
PROPERTY
STRATEGY
Protecting and respecting intellectual property is part of the Code of Conduct in the Fujitsu Way, which articulates
the philosophy of the Fujitsu Group and the core values and principles guiding the actions of each of its employees.
Accordingly, every employee recognizes intellectual property as a key corporate asset supporting business activities.
Moreover, Fujitsu employees are acutely aware of the role that technologies backed by intellectual property play in
enabling customers to rely with confidence on the products and services we deliver.
We are promoting an intellectual property strategy closely integrated with our business and R&D strategies. Each
business unit and R&D division is individually responsible for analyzing the intellectual property assets owned by
Fujitsu and other companies in their respective fields. Based on this analysis, they formulate and implement intel-
lectual property strategies.
We are developing a framework to strengthen Group-wide intellectual property activities to enable the entire Group to leverage our intel-
lectual property assets. Some issues, such as the creation of international standards, require coordinated action among the global bases in
the Group. Here, we use regular meetings among Group companies to share information as well as promote specific measures. In this way,
we foster a unified approach to intellectual property activities.
1. Patent Rights
Patent rights support technological strength. Recognizing these
rights as an important corporate asset, we are assembling a global
patent portfolio centered on patents in Japan.
We ensure that the acquisition, maintenance, and utilization of
patents are carried out in keeping with the Fujitsu Group’s global
business development strategy. We therefore acquire, maintain,
and utilize the patents we need in the countries (regions) where
they are needed, to support the operation of our R&D, production,
and sales bases. Representative offices have been established in
the US and China so that local research or inventions at develop-
ment bases can be securely protected. For obtaining patents in the
US, Fujitsu has a framework not only for yielding inventions, but for
handling the entire adjudication process to achieve more efficient
registration of high-quality patents.
Group-wide Initiatives
Business and
R&D Divisions
Patent portfolio
Idea selection
Survey of
technology trends Patent application Patent survey to
avoid infringement Exercise of rights
Out-licensing
Decision to commercialize Licensing negotiations
Consider alliances In-licensing
Ties with industry,
academia and
government
Intellectual
Property Unit
Initial planning Project
planning Prototyping Manufacture SalesDesign
Linking Business and R&D Divisions
SYNCDOT Secure Email Solution
SYNCDOT is the name of a software product suite focused on business email
security. Specifically, SYNCDOT combines robust security features, such as
information leak prevention and supervisor approval, with the benefits of
ready accessibility. Fujitsu has applied for some 20 patents in and outside
Japan for functions that pertain mainly to organizational patterns in Japan.
The sharing of product inquiry emails between appropriate supervisors
(read, replay, email history), which stops replies from being leaked or
duplicated, is just one of example of a function that supports improved
customer satisfaction through reliable responsiveness.
In line with business strategies, Fujitsu involves intellectual property
divisions from the product planning and conceptual design phases. This
effort to fuse business and intellectual property is delivering clear results, as
Fujitsu takes steps to protect technologies and establish viable patent rights.
060 FUJITSU LIMITED Annual Report 2010