MANAGING INTELLECTUAL PROPERTY IN A DIGITAL World

MANAGING YOUR INTELLECTUAL PROPERTY IN A DIGITAL WORLD : MANAGING YOUR INTELLECTUAL PROPERTY IN A DIGITAL WORLD Carol Fripp General Manager AEShareNet Ltd 7 Feb 2002

Vision Statement : Vision Statement To provide the VET Sector with a new and innovative model for managing intellectual property in a new and changing online environment.

Goal and Objective : Goal and Objective To provide a national opportunity for VET to publicise its training products to a national and international marketplace (discovery) To minimise costs for developing new training products To maximise return on investments To build on the “collaborative” goodwill that has been an integral heart of the sector

SYSTEM OVERVIEW : SYSTEM OVERVIEW Core functions Options for membership

How Did We Get Here? : How Did We Get Here? Who remembers these reforms: Kangan; National Training Reform; Hilmer; NFROT; ARF; AQTF; AQF, AVC; User Choice and now National Consistency And, those Dot.com companies

Slide6 : Clearinghouses STA “permission to use” Ministerial Agreement to “give away” public sector training products for less than cost recovery Commercialising products – the current challenge Online shopfronts (how many?) Client feedback – AFLR project

Today’s Situation : Today’s Situation Intellectual Property is jealously guarded – or is it given away – overseas experiences What adds value for the client? An Australian approach – or a fragmented Institute endeavour

NATIONAL INITIATIVES : NATIONAL INITIATIVES NTIS upgrades Resource generator Toolboxes TripleC Access to Flexible Learning Resources EdNA Online SOCCI ATP Ltd National Portals – NOIE, Education, VET

New Options : New Options Product Development Cycle – cradle to grave mentality: (concept, research existing products; manage copyright issues upfront; build on others work; consider distribution options; work out pricing models; involve marketing people; provide a total customer relationship model for sales/distribution)

New Options : New Options Have you ever tried to “buy” and “licence” a VET product? Are single copy sales still appropriate – or were they ever? AESL approach to licensing and managing clearances online

Models from other sectors : Models from other sectors Multimedia models: SWIFT and PAML Music industry – damned by publishing industry refusal to move into new models

New Options : New Options The Internet is saturated with many good and not-so-good photographs.  It is much too easy - and very unethical & illegal – to lift someone else's work.  Sites such as http://www.gettyone.com provide large resources of material at a reasonable price.  If you're designing a site for a client, a free service provides you with “comps“ - small images that can be downloaded and shown to clients.  Purchases for the larger work can then be made on line.

New Options : New Options Is VET still fragmented – consider University advances and strategic alliances (Universitas; SOCCI; JISC; DOI) Global University partners with Hyperstudy (www.gua.com) Open Polytechnic of NZ & Openmind Online

New Options : New Options AESL is probably the first to attempt management of IP online in a VET environment Model is evolving – your role in growing Being challenged by Learning Object Repositories (Lydia Learn; SOCCI)

Tangible/intangible benefits : Tangible/intangible benefits Do you know costs of managing your IP now? How much does a licence cost? Are you getting a ROI from single copy sales (First Aid) Do you have an IP Register of all training products Is “online” treated differently How to “educate” teachers about IP management

Benefits and ROI of AESL : Benefits and ROI of AESL Schofield said “impossible to provide reliable accounting data about IP costs” Not managed in VET in the past Seriously undervalued AESL provides completely new way to do business: Discovery Distribution (never fully realised before) Valuing IP Expansion outside Crown Budget Centres provide tracking mechanism

Ongoing Management Issues : Ongoing Management Issues State needs a web presence Integration with shopfronts and distribution areas Continuing copyright clarification process Adding new materials – commercial opportunities.

Recommendation : Recommendation State role in moving forward Feedback from User Group – need to have the right skill mix What type of support does your State need How to get your IP “out of the cupboard”