Transcript Industry Standards & Initiatives Scott Luckett, AAIA Chris

Digital IP
A Growing Concern
Chris Gardner
Vice President
AASA
AASA Brand Protection Council Meeting
November 14, 2006
Dearborn, MI
Digital IP

Current Environment

Technology
 Internet/Web
 Database
export formats
 Wireless

Market Research
 Aftermarket
Data Vision
 CIO Focus Group
 Member Input
Digital IP

IP Areas
Outsourced
Network
Web
Supply Chain
ASPs
Employee data
Logos
SaaS
Corporate data
Tag lines
Electronic catalog
data
IT services
Databases
Product
descriptions
Images
Product attributes
Pricing
Images
Line drawings
Digital IP

Member Input
“We recently had a customer request that we
remove our copyright statements on our catalog
data. It’s not hard to guess what’s behind that
request.”
VP International Business Development for
AASA member company
Digital IP

Issues
Reverse
Engineering
Data Security
Counterfeiting
Product
Management
“Cherry picking”
Employee theft
Brand copying
Low-cost sourcing
Off-shoring
Cyberterrorism
Part copying
De-valuing full-line
suppliers
Contract mfg.
Digital IP

Member Input
“The only way we’ll have successful seamless
data flow in the future is if there are security
controls on who is accessing the content.”
Director of Information Technology of an AASA
member company
Digital IP

Solutions
Education
BPC Activity
Monitor
Supply Chain
Monitoring
Seminars
Continuously
updated
Verbiage in TP
agreements
Web sites
Traditional and
digital
Image watermarks
Webinars
Articles
White papers
Member access
Secure access to
online applications
Auction sites
Search engines
Security audits
Digital IP

Member Input
“Even with protective language in our customer
agreements, we have to be willing to walk away
from business if a customer uses our data IP to
source with an off-shore supplier…so far sales
hasn’t been willing to do that.”
manager of catalog applications of an AASA
member company
Digital IP

Member Input
“We must protect our intellectual property rights that
we deliver through our value-add.”
Michael Cardone Jr., Cardone Industries
Digital IP

Contact Information
Chris Gardner
 919-406-8830
 [email protected]
