The recent surge in intellectual property protection work, particularly for high tech clients, is starting to wane. Leading firms in this space are starting to identify new growth areas.
"Growth in this area is starting to level out. Something could change, but I would think the demand for those services will now be lower than what we've seen in the last three to five years," says David Leathers, Huron Consulting Group's managing director. However, apportionment of economic damages in patent litigation in the high-tech sector will continue to be a hot issue for high tech companies and result in a continued need for expert support.
Demand for these services is beginning to grow in new areas. For example, "corporate branding is becoming an important issue," Leathers says. "Companies need help protecting their brand from events. The revelations around Tiger Woods and lead paint on children's toys are examples of events that have the potential to impact a business' brand. And we think they will increasingly need help to manage their brand around IP."
Leathers also sees an "uptick" in demand for IP protection from a number of internet sites. "The use of protected material on Facebook, Myspace and other social media sites are something our clients are concerned about. We're seeing more litigation around advertising and advertising methods."
The rise of globalization also is forcing companies to consider the implications of patents and other IP protection in emerging markets. "From a strategy standpoint, companies have to think about the extent to which they are protected in markets like China and India. Many companies are going to need help better understanding their ability to enforce patents outside the U.S.," Leathers says.
—Jess Scheer
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