To some, Apple's settlement with previously unknown and deeply indebted Proview Technology of Shenzhen, based in China's Guangdong Province smacked of the worst sort of greenmail. The $60 million payoff was remanded to a court-designated account so that Proview's many creditors could be paid.
But to others, of what we might term the realpolitik school of global commerce, Apple got off easy. The company's Chinese sales - in the second quarter of 2012 ending March 31st - totaled $7.9 billion, accounting for 20% of Apple's total global sales. Product shipment data to China suggest that iPad sales could be as much as $2.4 billion depending on currency valuations, discounts and other financial considerations. The earlier court rulings in support of Proview's claims of iPad brand ownership in China had frozen Apple sales and potential expansion.
To risk the value of that market was impractical. Proview had originally sought @$1.5 billion. That they settled for far less suggests that the basis of their claim was suspect and that, in any event, even the company's own lawyers acknowledged it did not have the ability to build a product and promote the brand if it won. As often happens in China, there were hidden messages in the settlement. Proview was allowed a dubious claim to value which may have salved whatever political support it enjoyed. China served notice that it would not be taken for granted as a market - or as a current and future creator of intellectual property.
The danger of giving in to such tactics is that it encourages others. One must assume that other Chinese businesses may be emboldened to try the same game whenever Apple introduces a new product. Reports suggest that ownership of every possible use of a word beginning with the letter i is already being fought over. But one may also assume that Apple was aware of that threat and took appropriate precautions - to the extent possible - to limit future attempts at IP-jacking.
Brand is a tricky asset. The value resides in both internal distinction and external perception. The $60 million settlement had little relationship with global appraisals of its potential net present value based on discounted cash flows. But it suggests the monetary framework within which such assessments must now be made. JL
Melanie Lee and Samuel Shen report in Reuters via The Globe and Mail:
Apple Inc has paid $60-million (U.S.) to Proview Technology (Shenzhen) to end a protracted legal dispute over the iPad trademark in China.
The lawsuit had hampered some sales and delayed the introduction of the new iPad in China. Prior to the launch, Proview requested authorities in scores of Chinese cities to order resellers to take all iPads off their shelves.
The court-mediated settlement, announced on the website of the Higher People’s Court of Guangdong province, will allow Apple to get on with selling its popular tablet PC in one of its most important markets, analysts said.
“The settlement is great news for Apple,” said Teck-Zhung Wong, a Beijing-based analyst with technology research firm IDC. “It just allows them to get on with business and stop being distracted. The new iPad has been so late to the China market that if they drag it any longer, Apple will stand to lose quite a bit more.”
China is a key growth area for Apple, and Chief Executive Tim Cook has often said that the company has only scratched the surface in the region.
Sales in greater China - mainland China, Hong Kong and Taiwan - increased threefold to $7.9-billion in the second quarter ended on March 31, accounting for about 20 per cent of Apple’s $39.2-billion in revenue.
The settlement with Proview paves the way to spark iPad sales for the September quarter, Topeka Capital Markets analyst Brian White said.
“Apple lifted its two-iPad-per-shopper policy in Hong Kong in what we believe may have been driven by demand from mainland China as many Apple products make their way over to the mainland,” he said. “Today’s iPad settlement is important and opens up the sale of the new iPad.”
The company and Proview, a unit of Hong Kong-listed Proview International Holdings Ltd, have been negotiating to reach a settlement since the court conducted an initial hearing in February, after Apple appealed a lower court ruling against it.
Apple had said it bought ownership of the iPad trademark in various countries from Proview, once a global monitor maker. But the Chinese company said Apple dealt with only one unit of Proview.
A Chinese court ruled that Proview Technology (Shenzhen) owned the name in China. Proview, which registered the iPad trademark in China in 2001, tried in May to sue Apple in the United States, but that case was thrown out.
Apple can afford the $60-million extra price tag on the trademark, given its more than $100-billion in cash and securities.
An Apple spokeswoman declined to comment on Monday.
Shares of Apple were up 1.3 per cent at $591.59 in afternoon trading.
The iPad dominates China’s tablet PC market with more than 70 per cent market share, but Lenovo Group Ltd’s Lepads and Samsung Electronics Co Ltd’s Galaxy Tabs have been gaining traction.
From the introduction of the iPad in the third quarter of 2010 to March this year, Apple shipped more than 6 million iPads to mainland China, according to IDC.
Proview - which local media had said was seeking as much as 10-billion yuan ($1.57-billion) from Apple - and its creditors should welcome the settlement, some lawyers said.
The $60-million will go into a court-designated account and be used to pay Proview’s creditors, said a source familiar with the situation. In March, Taiwan’s Fubon Insurance, one of several creditors and a unit of Fubon Financial Holding Co Ltd , applied for bankruptcy proceedings against Proview because of $8.68-million in outstanding debt.
“The settlement fee is not bad for Proview, because although Proview owns the trademark, it was Apple, not Proview, who created the brand’s value,” said Chen Jihong, a Beijing-based intellectual property rights lawyer at Zhong Lun Law Firm.
0 comments:
Post a Comment