GENEVA – OCTOBER 2010 – No.5 INTERVIEW 2 with the Director General 5 DIALING FOR DEVELOPMENT MILESTONES 12 IN SOLAR AVIATION Facilitating Access to Culture in the Digital Age: Emerging Copyright Licensing Modalities Geneva, Switzerland — November 4 and 5, 2010 This global meeting will address front-line copyright issues and bring together a wide range of stakeholders, including leaders in the field of public policymaking and business, to: explore the challenges confronting creators and users in accessing creative content and harness- ing its commercial value in the digital environment; showcase emerging content distribution licensing models and consider how these can coexist with traditional licensing approaches in the online environment; examine the role of public authorities, and explore the way forward. The issue of copyright licensing will be central to the discussion, the proliferation of new forms of on-line distribution having transformed practices in this area. The need to ensure that copyright licensing transactions are underpinned by improved rights man- agement information and documentation and copyright licensing practice in relation to competi- tion rules, will also be explored. The meeting offers an opportunity for the international copyright community to examine different approaches to licensing creative content in the rapidly evolving online marketplace. Program details and online registration are available at: www.wipo.int/copyright/en/activities/copyright_licensing_modalities.html GENEVA, OCTOBER 2010 CONTENTS 2 AN INTERVIEW WITH WIPO DIRECTOR GENERAL FRANCIS GURRY 5 DIALING FOR DEVELOPMENT – HOW MOBILE PHONES ARE TRANSFORMING THE LIVES OF MILLIONS 9 INDIA’S EVOLVING POPULAR MUSIC LANDSCAPE 12 MILESTONES IN SOLAR AVIATION 15 INNOVATION PROMOTION IN BRAZIL 17 FIVE STEPS TO PROTECT YOUR TRADEMARKS IN THE WEB 2.0 WORLD 20 ANYONE FOR COFFEE? THE STORY BEHIND THE COFFEE CAPSULE 23 UNCOVERING A THOUSAND YEARS OF SCIENCE AND TECHNOLOGY 25 MECHANISMS FOR PROMOTING GREEN INVESTMENT 27 PROFILING IP – WIPO LAUNCHES NEW IP ADVANTAGE DATABASE WIPO MAGAZINE ISSUE 2010/5 © World Intellectual Property Organization Editor: Cathy Jewell Acknowledgements WIPO Contributors Graphic Designer: Annick Demierre Thomas Bombelles, p.15 Mike Sherby, p. 15 Maria-Antonella de Icaza & Cover image: 1001 Inventions Fabio Weissert p. 27 © Copyright 2010 2 OCTOBER 2010 AN INTERVIEW with WIPO Director General Francis Gurry Ahead of this year’s meeting of WIPO Assemblies, WIPO Magazine sat down with Director General Francis Gurry to explore his views on a range of frontline IP issues. Where have you seen most progress in the culture, systems and structures, which will better Organization’s work over the past 12 months? equip us to meet the challenges in the changing external environment. Among the many ongoing initiatives, I would highlight the progress in putting technical infra- Which areas have proven most difficult and why? structure in place to allow developing countries 1 IGC –Intergovernmental to participate more fully in the knowledge econ- In all international organizations norm-making is Committee on omy. Our focus is on practical areas, such as build- generally the most difficult area in which to Intellectual Property and Genetic Resources, ing, and expanding access to, technology data- achieve multilateral agreement. The asymmetry Traditional Knowledge bases, and the modernization of national IP of information and resources around the world and Folklore offices. There are now modernization programs means we have to move at a pace that is com- 2 SCT – Standing underway in 60 countries. fortable for everyone in order to build the neces- Committee on the Law sary understanding and confidence. of Trademarks, Development issues permeate the whole Industrial Designs and Geographical Organization’s work. Good progress has been The Strategic Realignment Program highlights Indications made, with some 17 projects underway, towards four core values. How do these play out in the the fulfillment of the 45 Development Agenda Organization’s work? recommendations. The four values reflect our aspiration to be a service-oriented organization, with staff who work together with pride and integrity to deliver Photo: Cathy Jewell Cathy Photo: results for our member states. The value Working as One is well illustrated by the implementation of the Development Agenda. In order to mainstream development in the Organization’s work successfully, the whole Secretariat needs to be involved. Project man- agers in relevant substantive areas across the Organization are collaborating, with the Development Agenda Coordination Division as the focal point, to implement the Agenda recom- mendations. The Organization needs increasingly to adopt this type of collaborative approach to be able to deliver on its complex agenda. In the normative area, our member states The value Service Orientation applies to all the dif- achieved a breakthrough last year on traditional ferent sorts of services provided by the knowledge and folklore, and have kept up the Secretariat to member states and other stake- momentum in the IGC1; there is also progress on holders – from capacity-building and legislative the issue of access by visually impaired persons to advice to our Global IP systems. Dedicated cus- published works; and the SCT2 has agreed to ad- tomer service teams are being set up across the vance work on design law and to discuss issues Organization to realize this value fully. surrounding trademarks on the Internet, such as the use of keywords and sponsored links. The third value, Accountability for Results, is in- tended to direct greater focus on the outcomes Internally, the initiatives we are implementing that member states want WIPO to achieve. The within the Strategic Realignment Program (SRP) Medium Term Strategic Plan, which outlines are bringing about changes in our organizational high-level outcomes for the next six years, is an 3 example of our efforts to strengthen results- the PCT Roadmap, which is geared to ensuring based management. that the PCT works in the manner for which it was designed – as a global, work-sharing arrange- The new Ethics Office, and WIPO’s commitment ment, which preserves national sovereignty on to reducing its carbon footprint, are two distinct decisions relating to the conditions under which elements of the fourth, multidimensional value, patents are granted. The Roadmap promises to which we have termed Environmental, Social and make the PCT an even better arrangement and is Governance Responsibility. well supported by member states. What does the future of copyright hold? As for increasing capacity, we are, for example, working with developing country IP offices so Digital technology and the Internet have brought they are better placed to deal with, and process, about technological change of an order of mag- patent applications as demand increases. nitude many times greater than that associated with the introduction of movable type and print- What are the implications of the 2009 downturn in ing. It is revolutionizing social, cultural and eco- the use of WIPO’s services caused by the economic nomic behavior and transforming business struc- crisis? tures. While we don’t yet understand the full 3 PCT – Patent Cooperation Treaty depth of the changes involved – they are unfold- The decline in revenue received from WIPO’s ing all the time – it is clear that the institution of services meant that we had to reduce our per- copyright is under severe stress. Copyright was sonnel budget. We achieved this principally designed to allow creators to extract some value through a voluntary separation program. The re- from transactions involving their works (such as duced revenues also limited the opportunities the sale of books or music), while ensuring the for new initiatives to further member states’ ob- widest possible availability of creative content. jectives. But the wind is changing direction. In This function has not changed, but the reality of the first half of 2010, the PCT saw a 2.4 percent achieving it has. increase in international applications, and the Madrid system a 10 percent increase in trade- The Internet has created conditions which favor mark registrations, as compared to 2009. We look the diffusion and availability of content, but make forward to this trend continuing. the task of extracting value from it for its creators more difficult. The question is, how should culture In the meantime, member states are continuing be financed in the 21st century? If all content is to examine legal and technical measures to make free, we would have to find some other way of our Global IP systems more attractive to users. For paying content producers. But, outside copyright, example, one option – suggested by Norway – in there are not many other models for doing this. the context of the Madrid system, would be for The new models that have emerged, such as mer- trademark owners to file their international trade- chandizing or increased emphasis on perform- mark applications directly with WIPO. We are also ance, do not necessarily work for all creative in- developing and deploying information technolo- dustries, such as film or books. So we have to gy tools that are making our Global IP systems analyze carefully the value chains of production more efficient. These tools also promise to make in the new digital environment. the systems even more user-friendly by enabling online portfolio management, for example. What is WIPO doing? We are promoting