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Visa Competitive Intelligence
and Innography
Robert Rutherford
Intellectual Property Strategy
Who We Are
Visa is a global payments technology company that sits at the intersection
of 14,900 financial institutions, 2.0 billion Visa cards and tens of millions of
merchants.*
Accountholders
•! Individuals
and businesses
that conduct
transactions to
pay for goods
and services
Merchant
•! Retailers, billers
and others who
accept electronic
payments as
a method of
payment for their
goods or services
Acquirer
•! Signs up retailers
•! Manages
authorization,
capture and
settlement
•! Generates recurring
reports/statements
•! Provides customer
service for retailers
*As of September 30, 2012.
Network
•! Provides processing
and operational
systems
•! Develops products
•! Provides risk
management
•! Builds and manages
global brand
•! Develops new
marketplace
opportunities and
promotes
acceptance
Issuing Banks
•! Issue cards
•! Assume
cardholders’
credit risk
•! Set and collect
card fees and interest
rates
•! Provide customer
service for
consumers
11
A History of Innovation
S;VQQ
X;QQQ
1$&C'[(\/]
F*B$D(I*D7G#[(\?]
*
S;QQQ
W;QQQ
V;QQQ
R;VQQ
U;QQQ
R;QQQ
T;QQQ
S;QQQ
VQQ
R;QQQ
Q
Q
First data
center
Visa Prepaid
introduced
Visa
acquires
CyberSource
SQQZ
SQQY
SQRQ
SQRR
‘83
SQQX
World’s
first ATM
network
‘06
Visa payments
enabled via
mobile phones
SQQV
Visa eCommerce
volume surpasses
$200B
‘12
Co-developed
industry-wide
chip card specs
SQQQ
‘72
First Visa
cards issued
globally
RYYV
‘96
RYYQ
‘10
RYZV
‘68
Visa
payWave
introduced
RYZQ
‘95
Launch of
Visa Check
Card
RYXV
‘10
‘58
Fresno, Calif.
pilot of
BankAmericard
‘92
RYXQ
‘07
RYVZ
V.Me
by Visa
launched
*Includes payments and cash transactions. Figures are rounded, exclude Visa Europe and are as of September, 30, 2012.
“Graph representing calendar years
12
Our Business and Technology Vision
Visa has always been guided by a simple and powerful vision: to be the best
way to pay and be paid. We strive not only to deliver a convenient, reliable,
secure, and trusted payment experience but also to enhance the lives of
consumers, financial institutions and merchants.
INNOVATION
SECURITY
SUPPORTING BUSINESSES
FINANCIAL INCLUSION
13
Competitive Intelligence*
Questions Visa wants to answer;
1.  Within a given technology, where does patent
filing activity occur?
2.  Who is the most active in each of these areas?
• 
• 
Who are the new/incremental filers?
Who has the foundational patents?
3.  How did the landscape develop?
4.  What are the filing trends in the patent
landscape?
5.  What white space is available and where are the
patent thickets?
*This is not a freedom to operate report; Competitive Intelligence is used to enhance business inputs, e.g. partner selection, build/buy decisions,
tech trends, etc.
14
Technology Area “A”
•! Patenting activity is heavily focused around System 1.
–! Many of the components (System 2 and System 3) are not specialized for
this technology and therefore do not result in unique patent filings
System
1
System 1
System 2
System 3
1864
System
2
885
System
3
360
Innography Presentation | August 2013
Visa Public
15
Technology Area “A”
•! The largest players - i.e. Entity 1, Entity 2, and Entity 3 – Are the
most active patent filers.
•! Entity A, Entity B, and Entity C, are active as well.
System 1
System 1
300
200
100
0
System 2
System 3
System 2
1864
150
100
50
0
885
System 3
75
50
25
0
360
Innography Presentation | August 2013
Visa Public
Entity 1
Entity 2
Entity 3
Entity 4
Entity 5
Entity 1
Entity 2
Entity 3
Entity A
Entity B
Entity 1
Entity 2
Entity 3
Entity 4
Entity C
16
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
17
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
18
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
19
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
20
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
21
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
22
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
23
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
24
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
25
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
26
Market Development
•! Competitor A, and Competitor B were the early market leaders.
•! Large tech companies quickly followed with large volume of filings.
•! The first movers were briefly eclipsed in volume by the fast followers, but their
relevance to the market slowly faded leaving Competitor A, and Competitor 3
as the most cited “Visionary” portfolios.
* Incudes only competitors patents related to Technology area.
** Source - Innography.
Innography Presentation | August 2013
Visa Public
27
Innovations Trends
•! The number of patents being published each year and the years
in which patents claim priority in this space tell us that we are
still in a growth phase.
–! Publications per year show the investment of the market in the
space while the continual growth in priority filing indicates that new
innovation is continuing to occur.
* Source - Innography.
Innography Presentation | August 2013
Visa Public
28
Patent Thickets
•! Using International Patent Classification codes displays the areas of the
heaviest patenting activity. Specifically:
–! Program control for digital data processing;
–! Allocating memory;
–! Security arrangements for specialized computers;
–! Specially adapted computing equipment and methods;
–! Transfer of information between input/output devices and central processing unit.
* Source - Innography.
Innography Presentation | August 2013
Visa Public
29
White Space
•! Using the patent set that was identified for the given technology area, we can
display the least cited technology classifications (i.e. the “white space”).
–! G06Q10 – 40 are the primary classifications identified as white space.
•! This space includes data processing systems specifically adapted for: “Payment
Architectures”, “eCommerce”, “Administration” and “Finance”
–! Other white space of interest includes:
“Arrangements for secret or secure
communications” for the transmission of
digital information (H04L).
* Source - Innography.
Innography Presentation | August 2013
Visa Public
30
Industry Leaders –Patent Filings
Company Name
Patents
Company Name
Patents
Company 1
685
Company 11
129
Company 2
459
Company 12
123
Company 3
395
Company 13
88
Company 4
363
Company 14
73
Company 5
307
Company 15
70
Company 6
198
Company 16
67
Company 7
195
Company 17
65
Company 8
175
Company 18
62
Company 9
169
Company 19
60
Company 10
164
* Source - Innography.
Innography Presentation | August 2013
Visa Public
31
Emerging Players - Patent Filings
Company Name
Patents
Company Name
Patents
Company A
50
Company M
9
Company B
37
Company N
8
Company C
26
Company O
8
Company D
21
Company P
8
Company E
17
Company Q
8
Company F
16
Company R
7
Company G
16
Company S
7
Company H
14
Company T
7
Company I
13
Company U
7
Company J
11
Company V
6
Company K
11
Company W
6
Company L
10
Company X
6
* Source - Innography.
Innography Presentation | August 2013
Visa Public
32
Questions?
33
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