Yamaha 2010 Annual Report Download - page 29

Intellectual Property
Since its founding, Yamaha has sought to acquire its own patents and
other intellectual property rights while respecting the intellectual prop-
erty rights held by third parties. More recently, the Company has taken
steps to integrate its business, R&D and intellectual property strate-
gies, enacting a number of measures designed to maximize the contri-
bution of intellectual property to business earnings.
Patents
In order to differentiate itself from competitors, ensure the superiority
of its business, ensure freedom, and enable licensing to third parties,
Yamaha has formulated patent strategies specifically tailored to opera-
tions in business segments. These strategies include identifying target
technical fields for patent acquisition, such as core technologies, new
businesses and new technologies, striving to build a strong patent
portfolio through concentration in its core competences.
From the standpoint of asset optimization, Yamaha annually
assesses its full portfolio of patents held within and outside of Japan,
determining the state of usage and evaluating patent rights in terms of
present and future potential, ultimately retaining only those deemed
most beneficial.
As of March 31, 2010, the Yamaha Group owned a total of
approximately 5,300 patents and utility models in Japan. Outside of
Japan, the Group held roughly 4,900 patents, mainly in the United
States, Europe and China. Yamaha is working to increase the number
of patents held in China in particular.
Designs
Yamaha views design as a critical element in setting its products apart
in the market, and makes every effort to properly safeguard and utilize
these assets. In recent years, Yamaha has taken bolder steps to
acquire design rights in China in order to counter counterfeit products.
The Yamaha Group held some 800 design rights in Japan and over-
seas as of March 31, 2010.
Copyrights
In addition to industrial property rights, such as patents, designs and
trademarks, the Yamaha Group generates numerous intellectual prop-
erty rights in the form of copyrighted works, mostly in the field of
sound and music. Music-related copyrights are of particular impor-
tance to Yamaha in terms of intellectual property. As such, the Com-
pany strives to ensure their proper management and use, taking legal
measures when necessary.
Brands
Yamaha has taken various initiatives to maintain and enhance the
value of its brand. In 1986, the Company established regulations for
Yamaha brand management, also setting up a Company-wide brand
management committee to maintain and improve brand value by
ensuring appropriate usage. In order to protect the Yamaha brand, the
Company strives to further acquire trademarks for various product
types in each country.
TENORI-ON™
The 16 x 16 matrix of LED buttons on the
TENORI-ON’s 21st-century musical instru-
ment enables players to create and perform
music visually and intuitively, even without
musical knowledge.
(Released in September 2007)
Patents Owned by Yamaha (as of March 31, 2010)
(Number of patents)
Achievement in Protection of Intellectual Property
6,000
4,000
2,000
0
■ Others
■ Electronic devices
■ AV/IT
■ Musical instruments
Japan U.S. China Other Areas
Anti-Counterfeiting Measures
In recent years, the number of cases of unauthorized third parties
manufacturing and selling products under the Yamaha brand and
producing counterfeit Yamaha designs has been increasing. Using
government agency and legal routes, Yamaha has vigorously com-
bated counterfeiting with growing success. Going forward, Yamaha
plans to adopt a more aggressive legal posture, including filing law-
suits against infringers, to preserve its brand value and business oper-
ations and to retain consumer trust in the Yamaha brand.
Intellectual Property Management Systems
Corporate staff are assigned to the Legal & Intellectual Property Divi-
sion to oversee the integrated management of all intellectual property
held by the Yamaha Group. In addition, specific intellectual property
personnel at each business and R&D division ensure the Company’s
intellectual property strategy is integrated with its business and R&D
strategies. Personnel responsible for intellectual property in each busi-
ness and R&D division work in close communication with the Legal &
Intellectual Property Division to promote Yamaha’s intellectual property
strategy from both a Company-wide and business domain perspective.
Intellectual Property Rights:
Yamaha has secured intellectual property rights in the development and
commercialization of technology, design, and names of TENORI-ON.
The Company has applied for approximately 40 patent applications
in Japan and overseas, as well as 7 design applications and 9
trademark applications in connection with TENORI-ON, some of
which have been granted and registered.
Awards:
Invention Prize at the National Commendation for Invention (2009);
Grand Prize at the Japan Media Arts Festival Entertainment Division
(2008); Interaction Design Prize at the Good Design Awards (2005)
Annual Report 2010 27
Performance