Fujitsu 2013 Annual Report Download - page 66

The spread of digital terrestrial broadcasting and large-screen televi-
sions has increased demand for low-cost, high-quality recording and
transmission of high-definition video content.
Fujitsu has developed technologies that enable high-definition
video content to be recorded and transmitted inexpensively, at a low
rate, and in high-quality. One technology dramatically improves
subjective image quality by analyzing the spatio-temporal characteris-
tics of an image to detect and track areas likely to draw the attention
of the human eye. It then concentrates high-quality image encoding
in those areas. Another is the world’s first technology to inhibit the
degradation of colors that tends to occur when video images are
transmitted through multiple relay points.
Fujitsu technologies—which have made high-quality video available
for the enjoyment of so many people—were awarded the Commenda-
tion for Science and Technology by the Minister of Education, Culture,
Sports, Science and Technology (Prizes for Science and Technology in
the Development Category) in 2013. Fujitsu has also obtained a
number of patents in Japan and other countries for inventions that
made the new technologies possible.
High-Definition Digital Video Transmission Technology
INTELLECTUAL PROPERTY
Patent portfolio
Idea selection
Survey of technology trends Patent application Patent survey to
avoid infringement Exercise of rights
Decision to commercialize Licensing negotiations
Consider alliances Ties with industry,
academia and
government
Initial planning Project planning Prototyping Manufacture SalesDesign
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 respec-
tive fields. Based on this analysis, they formulate and implement intellectual property strategies.
We are developing a framework to strengthen Group-wide intel-
lectual property activities to enable the entire Group to leverage
our intellectual property assets. Some issues, such as the cre-
ation 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 developing a
global patent portfolio centered on patents in Japan.
We ensure that the acquisition, maintenance, and utiliza-
tion 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 coun-
tries (regions) where they are needed, to support the operation
of our R&D, production, and sales bases. In particular, Fujitsu
stations Group representatives in China in efforts to ensure that
all the results, namely the inventions, generated by local R&D
facilities lead to patent applications. Furthermore, in the U.S.,
the Fujitsu Patent Center established in 2008 to improve our
ability to acquire patent rights is expanding its activities to raise
the quality of our patents.
The Importance of Intellectual Property
Intellectual Property Strategy
Out-licensing
In-licensing
Group-Wide Initiatives
Linking Business and R&D Divisions
Business and
R&D Divisions
Intellectual
Property Unit
Explanations for underlined words can be found in the glossary on page 147-148.
Areas likely to
draw attention of
the human eye
are encoded in
high quality and
transmitted
Low-cost
High-quality
Transmission
Broadcasting Station
Internet
064 FUJITSU LIMITED ANNUAL REPORT 2013