The document discusses how to protect digital assets and intellectual property. It covers trademark protection, copyright protection, patent protection, anti-piracy measures, anti-defamation strategies, and using peer-to-peer networks for marketing insights. The presentation provides information on relevant regulations, clearance searches, takedown processes, and other details about securing various forms of intellectual property.

1. TREASURE HUNT
how to protect your digital assets
by Tommaso Grotto
#mahmoney
Florence, October 14, 2014

2. PREMISES
• I’m not a lawyer
• Do not expect a boring legal presentation
• Software engineers are smart
• Google is our friend (except for privacy)
• Presentation is available for download on
SlideShare (URL at the end)
#mahmoney

3. TOMMASO GROTTO
• 25 years old entrepreneur
• CEO at Kopjra Srl
• Fintech writer
www.tommasogrotto.com
@tommasogrotto
#mahmoney

4. #mahmoney

5. PROLOGUE
This story tells the adventure of Kopjra, a legal
tech startup focused on copyright monitoring
and enforcement that has recently protected
its own software.
#mahmoney

6. TREASURE MAP
• Trademark protection
• Copyright protection
• Patent protection
• Anti-piracy
• Anti-defamation
• Peer-to-peer marketing
#mahmoney

7. TRADEMARK
PROTECTION
#mahmoney

8. TRADEMARK DEFINITION
A name, symbol, or other depiction identifying
a product, registered and legally restricted to
the use of the owner.
#mahmoney

9. REGULATIONS
D. Lgs. 10 febbraio 2005, n. 30
(Codice della Proprietà Industriale)
www.uibm.gov.it
#mahmoney

10. TYPES
• Word trademark
• Figurative trademark
• National trademark: ~€1k
• CTM (Community Trademark): ~€1-5k
• International trademark: ~€10+k
#mahmoney

11. CLEARANCE SEARCH
Trademark clearance search ensures that the
selected names and symbols are available for
use and eligible for trademark registration.
www.uibm.gov.it/uibm/dati
www.tmdn.org/tmview
#mahmoney

12. ANTI-CYBERSQUATTING
ACPA (Anti-cybersquatting Consumer
Protection Act) protects domain names of
people and companies that have registered a
related trademark.
#mahmoney

13. COPYRIGHT
PROTECTION
#mahmoney

14. COPYRIGHT DEFINITION
The exclusive right to publish, distribute, sell,
license, and otherwise exploit an artistic or
digital work, granted by law for a determined
number of years (in Italy, 70 years from the
death of the author). The author can transfer
the copyright to another person or company.
#mahmoney

15. REGULATIONS
L. 22 aprile 1941, n. 633
www.siae.it
#mahmoney

16. SOFTWARE PROTECTION
D. Lgs. 29 dicembre 1992, n. 518
(Registro Pubblico per il Software)
Software protection at SIAE: ~€0.25k
#mahmoney

17. ALTERNATIVES TO SIAE?
Alternatives like Patamu are using timestamps
provided by trusted third parties called TSA
(Time Stamping Authority) to demonstrate the
date of creation of a digital work.
www.patamu.com
#mahmoney

18. COPYLEFT
The right to freely use, modify, and share
artistic and digital works on the condition that
these rights are granted to all subsequent
users.
www.creativecommons.org
#mahmoney

19. PATENT
PROTECTION
#mahmoney

20. PATENT DEFINITION
A grant made by a government that confers
upon the creator of an innovative invention the
sole right to make, use, and sell that invention
for a set period of time.
#mahmoney

21. REGULATIONS
D. Lgs. 10 febbraio 2005, n. 30
(Codice della Proprietà Industriale)
www.uibm.gov.it
#mahmoney

22. TYPES
• Utility patent
• Design patent
• National patent: ~€5-10k
• Unitary patent: ~€10-25k
• International patent: ~€25+k
#mahmoney

23. CLEARANCE SEARCH
Patent clearance search seeks to determine
whether the proposed product infringes any
in-force patent claims.
www.uibm.gov.it/uibm/dati
www.espacenet.com
#mahmoney

24. #mahmoney

25. GAME OVER
Unfortunately in Italy there’s not a law that
regulates the patenting of software.
The only software protection is the
registration at SIAE, as previously described.
#mahmoney

26. ANTI-PIRACY
#mahmoney

27. #mahmoney

28. DETECTION
• Crawling
• ACR (Automatic Content Recognition)
www.markmonitor.com
www.digimarc.com
#mahmoney

29. TAKEDOWN
• AGCOM takedown notices (NEW)
• C&D (Cease & Desist) takedown notices
• DMCA (Digital Millennium Copyright Act)
takedown notices
www.ddaonline.it
www.dmca.com
#mahmoney

30. PLAYERS INVOLVED
• ISP (Internet Service Provider)
• Hosting provider
• Domain owner
• Advertiser
• Payment gateway
• Search engines
#mahmoney

31. DAMAGE
How to quantify the damage caused
by not-authorized diffusion?
The minimum damage is
the income from advertising.
#mahmoney

32. ANTI-DEFAMATION
#mahmoney

33. REPUTATION MONITORING
Monitoring of online reputation (both personal
and corporate) is an important activity.
www.radian6.com
www.brandyourself.com
#mahmoney

34. RIGHT TO BE FORGOTTEN
The European Union Court of Justice has
forced Google and other search engines to
implement a “right to be forgotten” policy
(NEW).
http://goo.gl/boqRNJ
#mahmoney

35. PEER-TO-PEER
MARKETING
#mahmoney

36. #mahmoney

37. INTELLIGENCE
Peer-to-peer networks are a treasure chest
full of customer insights.
Use them for analytical marketing.
www.semetric.com
#mahmoney

38. IRON MAIDEN
For example, the Iron Maiden analyzed data
from BitTorrent to plan its South American
tour.
http://goo.gl/a7aq4E
#mahmoney

39. THANKS
• The crew of Kopjra
• CIRSFID of University of Bologna
• Atty. Marco Giacomello - MPS Law Firm
• Dr. Matteo Scapin - KsyTech
#mahmoney

40. #mahmoney

41. DOWNLOAD
www.slideshare.net/tommasogrotto
#mahmoney

42. #mahmoney

43. FREE CULTURE?
“A culture without property, or in which creators
can't get paid, is anarchy, not freedom.”
Lawrence Lessig
Founder of Creative Commons
#mahmoney

44. THE END
by Tommaso Grotto
www.tommasogrotto.com
@tommasogrotto
www.kopjra.com