Crafting IP strategies to tailor-fit the industry evolution

As cloud-computing technology becomes mature and accepted by the public, more players are joining the game, especially small and medium-sized enterprises (SMEs). It would be essential for SMEs to understand the cloud value network and where the battlefields are in the whole value network so that they can equip themselves strategically. In this research, we will analyse the technology evolution of cloud computing from a network and historical perspectives. We summarise the existing literature on cloud value chain and value network and derive the patent portfolios of some players involved in the value network. We also identified the key turning points in the development of cloud computing and correspond them to the respective timeline in the patent landscape. As intellectual properties, especially patents, are critical elements in technology development, this correspondence between the technology milestones and patent landscape will provide new insights into the technology development. Through this, we aim to exemplify the IP strategies used by the cloud-computing players in the value network. We propose that the IP strategies should co-evolve with the development of the technology and should take into account of the newer players, especially SMEs, in the whole value network. This new IP strategy involves the interplay between the incumbents and SMEs and the close unique co-opetitive relationships between them.