Five minutes with…Vishal Amin, Intel
The head of IP policy at Intel sits down with WIPR to share his insights on the emergence of tech trends and why working together on trademark protection can save time for all brands.
Non-fungible Tokens, the metaverse, cryptocurrency: all of these have been described as either the next big thing and/or as a temporary craze that will fade over time. How should brands approach new tech trends?
Vishal Amin: All of these technologies provide both risks and benefits to brand owners. Brand owners should always be looking for/considering alternative approaches to solving their problems because bad actors are constantly innovating their approaches.
That said, many shiny new objects will cross their path, so trust but verify is a good maxim to follow. Brand owners must also anticipate ways in which illicit trade will be bolstered by innovation in payment systems, communications, transport, etc. If the criminals are deploying new technologies, brands have no choice but to respond. It’s basically a race. As always.
IP organisations can provide huge benefits by running or supporting trusted educational programming that helps brands decide what to pursue and how to proceed. Organisations can also be helpful in the all-important government, intermediary and consumer interface when it comes to identifying threats and deploying defensive technologies or programmes. The next generation of brand protection technology won’t be created in a vacuum.
How can a brand decide when is the right time to take a new tech trend seriously?
To the extent governments have structured programmes that examine the benefits of new technologies, that can be a valuable source of reliable information brands can use in their decision-making. New technologies deployed by a brand, with no path for uptake by others in the ecosystem will have limited value.
The ecosystem has to develop alongside the technologies and brands’ uptake of them. Regarding bad actors’ use of new technologies, early warning systems are key. Brands have to know quickly what has entered the space and be able to assess and respond appropriately. Partnerships among brands and with governments are critically important in a fast-evolving marketplace. For example, brands can learn a lot from the example of IPTV piracy.
What are the consequences for getting it wrong, by being either behind the curve or overestimating the value of a tech trend?
Lost time is the greatest consequence. The impact of lost time will vary brand to brand, and depend on what products are in play and what risks the brand is facing. Entering the market with an innovative product and without the latest defences could be catastrophic for a brand. Well-established brands, with large market share can better absorb the initial impact of innovations in illicit activity.
The best approach is for brand owners to work as a community, to cut through the noise and find workable, affordable brand protection innovations that can be widely deployed in an ecosystem that includes brands, consumers, intermediaries and governments.
Did you enjoy reading this story? Sign up to our free daily newsletters and get stories sent like this straight to your inbox
Today’s top stories
