{"id":8972,"date":"2026-06-03T11:39:28","date_gmt":"2026-06-02T23:39:28","guid":{"rendered":"https:\/\/www.jamesandwells.com\/india-new-zealand-fta-ip-protection\/"},"modified":"2026-06-03T11:39:28","modified_gmt":"2026-06-02T23:39:28","slug":"india-new-zealand-fta-ip-protection","status":"publish","type":"post","link":"https:\/\/www.jamesandwells.com\/intl\/india-new-zealand-fta-ip-protection\/","title":{"rendered":"India Is Opening Up \u2013\u00a0Time to\u00a0Align your IP Strategy"},"content":{"rendered":"<blockquote><p><i><span data-contrast=\"auto\">This is a once-in-a-generation agreement that gives NZ exporters unprecedented access to 1.4 billion people and an economy set to become the third-largest in the world.<\/span><\/i><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">\u2013 Christopher Luxon, Prime Minister of New Zealand<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4 aria-level=\"2\"><b><span data-contrast=\"none\">Why\u00a0does\u00a0this agreement matter for New Zealand exporters?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">The India\u2013New Zealand Free Trade Agreement creates significant momentum for New Zealand businesses. It makes India more commercially attractive, more commercially accessible, and harder to ignore.\u00a0<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">India is currently New Zealand\u2019s 11th-largest goods and services export market,\u00a0representing\u00a01.8% of our exports, with NZ$2.03 billion\u00a0in goods and services exported there in the year ended December 2025. The strongest existing flows are in travel services, forestry, horticulture,\u00a0aluminium, iron and steel, and wool, with clear headroom for further growth across premium food, beverage, consumer goods, tech, and services.<\/span><\/p>\n<p><span data-contrast=\"auto\">That matters because this is not a theoretical opportunity or a\u00a0niche\u00a0trade relationship. It is a live export market with real traction across multiple sectors. The table below gives a quick sense of where some of the immediate gains are likely to land \u2013 and why businesses in those sectors should be thinking now about how to protect the value they are taking into India.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"jw-content\">\n<table class=\"jw-table\" style=\"height: 243px;\" width=\"855\">\n<thead>\n<tr>\n<th style=\"text-align: left;\">Sector<\/th>\n<th style=\"text-align: left;\">Key benefit under the India\u2013NZ FTA<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Forestry<\/td>\n<td>Immediate tariff-free entry<\/td>\n<\/tr>\n<tr>\n<td>Sheep meat<\/td>\n<td>Significant tariff reductions<\/td>\n<\/tr>\n<tr>\n<td>Wool<\/td>\n<td>Improved competitiveness<\/td>\n<\/tr>\n<tr>\n<td>Kiwifruit and apples<\/td>\n<td>Lower landed costs<\/td>\n<\/tr>\n<tr>\n<td>Manuka honey<\/td>\n<td>Expanded export access<\/td>\n<\/tr>\n<tr>\n<td>Wine<\/td>\n<td>Progressive tariff elimination<\/td>\n<\/tr>\n<tr>\n<td>Dairy ingredients<\/td>\n<td>Fast-track duty-free mechanisms<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Before launch activity gathers pace and products are fully exposed to the market, New Zealand businesses should get their IP ducks in a row \u2013 deciding what can be protected, what should remain confidential, and how to stop others from dulling their competitive edge.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5 aria-level=\"2\"><b><span data-contrast=\"none\">How India differs<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">India\u2019s IP framework is well developed, but it differs from New Zealand and other export markets in ways that can affect filing strategy, timing, evidence, enforcement, and commercial planning. For exporters, the key point is simple: protection may be available,\u00a0but the usual approach will not always translate neatly. Some of the main differences are set out below.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, India requires patentees to report whether inventions are being commercially worked in India,\u00a0it\u00a0applies stricter rules in some areas of pharmaceutical patenting, excludes methods of medical treatment from patentability, and takes a more careful approach to software-related inventions than some businesses expect.<\/span><\/p>\n<p><span data-contrast=\"auto\">None of that means India is not a good market. It means New Zealand businesses cannot assume their usual approach\u00a0will\u00a0\u00a0apply. The examples below illustrate some of the main differences \u2013 and why they matter in practice.<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"2\"><b><span data-contrast=\"none\">Some of the differences worth knowing early<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h4>\n<h5 aria-level=\"3\"><b><span data-contrast=\"none\">Statements of Working Requirements<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">One of the more\u00a0important differences\u00a0is India\u2019s Statement of Working requirement. Patent owners must periodically confirm whether the patented invention is being commercially worked in India.<\/span><\/p>\n<p><span data-contrast=\"auto\">This is more than an administrative oddity. It reflects a broader policy position that patents should support real economic activity, not just sit passively on the register. For businesses entering India, that makes commercial planning part of patent strategy, not something to think about later.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5 aria-level=\"3\"><b><span data-contrast=\"none\">Local\u00a0Commercialisation\u00a0Expectations<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">India\u2019s system also places real weight on local working and commercial relevance. Simply importing a product may not always be enough to satisfy the broader expectations sitting behind the patent framework, particularly in sectors tied to public interest or where local manufacture is commercially realistic.<\/span><\/p>\n<p><span data-contrast=\"auto\">This\u00a0does not mean every exporter needs immediate local production. It does mean businesses should think early about supply chain design, licensing, partnerships, and how their market presence in India will support the position they want to\u00a0maintain\u00a0over time.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5 aria-level=\"3\"><b><span data-contrast=\"none\">Strict Pharmaceutical Patent Standards<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">For pharmaceutical and biotech businesses, India applies a stricter threshold in some areas than applicants may be used to.\u00a0\u00a0The Indian Patents Act\u00a0can\u00a0prevent patents being granted for new forms of known substances unless there is evidence of significantly enhanced therapeutic efficacy.<\/span><\/p>\n<p><span data-contrast=\"auto\">This\u00a0makes drafting\u00a0strategy\u00a0especially important. If the innovation story is incremental, the\u00a0application needs to be built with care and supported by the right evidence. A filing approach that works elsewhere may not be enough in India.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"3\"><\/h5>\n<h5 aria-level=\"3\"><b><span data-contrast=\"none\">Medical Treatment Methods Are Not Patentable<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">India also excludes methods of medical treatment from patentability, including surgical, therapeutic, and diagnostic methods. This\u00a0is an important boundary issue for medtech and health-sector businesses because it affects how an invention should be framed at the drafting stage.<\/span><\/p>\n<p><span data-contrast=\"auto\">In practice, the protectable value may sit in the device, system, composition, software-enabled functionality, or supporting workflow rather than in the treatment method itself. Getting that framing right early matters.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"2\"><\/h5>\n<h5 aria-level=\"2\"><b><span data-contrast=\"none\">Software can be protected \u2013 but only if you frame it properly<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">Software patents in India require careful positioning. Computer programs are not protectable as such, so a software-heavy invention cannot simply be described at\u00a0a high level\u00a0and expected to survive examination.<\/span><\/p>\n<p><span data-contrast=\"auto\">Where software delivers a genuine technical effect, interacts meaningfully with hardware, or improves system functionality in a concrete\u00a0way,\u00a0protection may still be available. The key is to\u00a0draft to\u00a0the technical contribution rather than to the code in the abstract.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"3\"><\/h5>\n<h5 aria-level=\"3\"><b><span data-contrast=\"none\">Patents of Addition<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">India\u2019s Patents of Addition regime can also be commercially useful. It allows improvements or modifications to be protected without requiring a separate inventive step in the same way a standalone application might.<\/span><\/p>\n<p><span data-contrast=\"auto\">For businesses iterating quickly, this can be a practical tool for extending protection around product development while keeping prosecution costs and portfolio complexity under better control.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"3\"><\/h5>\n<h5 aria-level=\"3\"><b><span data-contrast=\"none\">Expedited Examination Pathways<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">India also offers expedited examination pathways in specific circumstances, including for startups, small entities, government-supported applicants, and certain other qualifying applicants. In the right case, this can materially improve speed to grant.<\/span><\/p>\n<p><span data-contrast=\"auto\">This\u00a0matters because timing is strategic. If India is a priority market, it is worth considering early whether the applicant structure, filing sequence, or ownership model can be set up in a way that supports faster prosecution rather than treating speed as a matter of luck.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"2\"><\/h5>\n<h5 aria-level=\"2\"><b><span data-contrast=\"none\">Don\u2019t\u00a0be blocked at the border<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">Before committing to the Indian market, businesses need to know whether they can enter it and\u00a0operate\u00a0in it without running into someone else\u2019s rights. This\u00a0means asking two early questions: can the brand be used and registered, and can the product, process, formulation, or technology be sold in India without infringing third-party patents?<\/span><\/p>\n<p><span data-contrast=\"auto\">These questions point to two important pieces of early work. The first is\u00a0trade mark\u00a0clearance searching, to check whether the proposed brand is available and registrable. The second is patent freedom-to-operate searching, to assess whether third-party patent rights could restrict market entry or ongoing operations.<\/span><\/p>\n<p><span data-contrast=\"auto\">Done early, these searches can save businesses from rebranding, delay, redesign, infringement risk, and expensive course correction after launch plans are already underway.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"2\"><\/h5>\n<h5 aria-level=\"2\"><b><span data-contrast=\"none\">Where protection is likely to matter most<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">It is also worth\u00a0looking\u00a0sector by\u00a0sector at\u00a0where the FTA is likely to create momentum, because these opportunities do not all raise the same IP issues. For some\u00a0exporters\u00a0the priority will be brand protection and\u00a0trade marks. For others it may be patents, confidential\u00a0know-how, plant variety rights, or the way regulatory and commercial strategy intersect. The table below gives a high-level sense of how the IP focus can shift depending on the sector.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Because the IP issues will vary from sector to sector, early professional advice can help businesses focus on the protections that matter most before they enter the market.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<table class=\"fta-table\" style=\"height: 274px;\" width=\"851\">\n<thead>\n<tr>\n<th style=\"text-align: left;\">Industry<\/th>\n<th style=\"text-align: left;\">Primary IP focus<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Agri-tech<\/td>\n<td>Patents and plant varieties<\/td>\n<\/tr>\n<tr>\n<td>Medical devices<\/td>\n<td>Patents and regulatory strategy<\/td>\n<\/tr>\n<tr>\n<td>Dairy ingredients<\/td>\n<td>Trade secrets and patents<\/td>\n<\/tr>\n<tr>\n<td>Food and beverage<\/td>\n<td>Trade marks<\/td>\n<\/tr>\n<tr>\n<td>Software and AI<\/td>\n<td>Copyright and patents<\/td>\n<\/tr>\n<tr>\n<td>Forestry technology<\/td>\n<td>Mechanical patents<\/td>\n<\/tr>\n<tr>\n<td>Wine and spirits<\/td>\n<td>Brand protection<\/td>\n<\/tr>\n<tr>\n<td>Biotechnology<\/td>\n<td>Patent portfolio management<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h5 aria-level=\"2\"><\/h5>\n<h5 aria-level=\"2\"><b><span data-contrast=\"none\">A smart India strategy is not just a filing strategy<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">A strong India strategy is a coordination exercise across legal, commercial, product, and market-entry decisions. The right mix will depend on what the business is taking into India and where its value actually sits.<\/span><\/p>\n<p><span data-contrast=\"auto\">That usually means thinking about\u00a0trade marks, patents, confidential information, ownership structures, manufacturing arrangements, distributor terms, and competitor visibility together. Businesses that do this early tend to make better decisions and spend money in the right places. Businesses that do it late often end up paying to fix avoidable\u00a0mistakes.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h5 aria-level=\"2\"><\/h5>\n<h5 aria-level=\"2\"><b><span data-contrast=\"none\">The avoidable mistakes that still catch businesses out<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h5>\n<p><span data-contrast=\"auto\">The most common mistakes are usually predictable. Businesses file too late in a first-to-file market. They assume a successful New Zealand or offshore strategy will translate neatly into India. They neglect clearance work on brands. Or they leave\u00a0commercialisation\u00a0planning disconnected from patent ownership and enforcement strategy.<\/span><\/p>\n<p><span data-contrast=\"auto\">Early advice helps businesses avoid expensive mistakes.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"2\"><\/h4>\n<h4 aria-level=\"2\"><b><span data-contrast=\"none\">A few questions worth asking early<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h4>\n<p><b><span data-contrast=\"auto\">What does the India\u2013New Zealand FTA\u00a0actually change?<\/span><\/b><br \/>\n<span data-contrast=\"auto\">It improves market access and reduces tariffs across a wide range of goods, which can materially improve the commercial case for entering India.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Why should IP be part of that conversation?<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Because market access creates exposure as well as opportunity. If a business is taking a valuable brand, product, process, or technology into India, it should be clear about how that value will be protected.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Is India a credible patent\u00a0jurisdiction?<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Yes. It is a serious and internationally connected system, but it has its own rules and practical expectations, so strategy needs to be tailored accordingly.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Why does a Statement of Working\u00a0matter?<\/span><\/b><br \/>\n<span data-contrast=\"auto\">It is the mechanism used to confirm whether a patented invention is being commercially worked in India. It matters because it reflects the link India draws between patent rights and real economic activity.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Can software be protected in India?<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Sometimes, yes. But the protection case usually needs to be built around technical effect, system functionality, or hardware integration rather than software in the abstract.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">What should businesses do first?<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Usually, start with\u00a0identifying\u00a0where the real value sits, then align brand clearance, filing strategy, confidentiality, and commercial arrangements before\u00a0launch\u00a0momentum makes those decisions harder.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"2\"><\/h4>\n<h4 aria-level=\"2\"><b><span data-contrast=\"none\">Final thoughts<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">The FTA creates real opportunity in India, but exporters will be better placed to capture it if they\u00a0identify\u00a0early where their value sits and how it should be protected. The right strategy will depend on the sector, the product, and the route to market \u2013 which is why tailored advice matters.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"2\"><\/h4>\n<h4 aria-level=\"2\"><b><span data-contrast=\"none\">Practical next steps<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:200,&quot;335559739&quot;:0}\">\u00a0<\/span><\/h4>\n<ol>\n<li><span data-contrast=\"auto\"> Work out where your real advantage sits \u2013 in the brand, the product, the formulation, the process, the technology, theknow-how, or the commercial model.<\/span><\/li>\n<li><span data-contrast=\"auto\">Clear and file key trade marks early, before distributors, launch activity, or local interest create unnecessary risk.<\/span><\/li>\n<li><span data-contrast=\"auto\">Check whether your patent strategy is actually fit for India, including drafting scope, ownership, timing, and local requirements.<\/span><\/li>\n<li><span data-contrast=\"auto\">Align confidentiality, licensing, manufacturing, and distribution arrangements with your IP position so the commercial plan is protecting value rather than exposing it.<\/span><br \/>\n<span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>This is a once-in-a-generation agreement that gives NZ exporters unprecedented access to 1.4 billion people and an economy set to become the third-largest in the world. \u2013 Christopher Luxon, Prime Minister of New Zealand\u00a0 &nbsp; Why\u00a0does\u00a0this agreement matter for New Zealand exporters?\u00a0 The India\u2013New Zealand Free Trade Agreement creates significant momentum for New Zealand businesses&#8230;.<\/p>\n","protected":false},"author":10,"featured_media":8957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[233,235,279,319,254,258],"class_list":["post-8972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copyright-intl","category-design-registration-intl","category-fair-trade-intl","category-ip-strategy","category-patents-intl","category-trade-marks-intl","insight-resource-articles-intl"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>India Is Opening Up \u2013\u00a0Time to\u00a0Align your IP Strategy - James &amp; Wells<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jamesandwells.com\/intl\/india-new-zealand-fta-ip-protection\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"India Is Opening Up \u2013\u00a0Time to\u00a0Align your IP Strategy - James &amp; 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