Dialogue with President of Via LA, Heath Hoglund : Leading a New Era in Global Patent Pool Licensing

Heath Hoglund：Via LA is a leader in the field of collaborative licensing. We are committed to accelerating and promoting global technology adoption through balanced licensing solutions and bringing innovation returns to innovators and manufacturers of all sizes worldwide. Via LA has operated dozens of patent licensing projects involving various technologies in over 130 countries worldwide, with well over 25,000 active patents, nearly 100 current patent holders and over 3,000 current licensees. We are an independently managed company owned by industry-leading players with over 25 years of leading intellectual property licensing. Particularly in recent years, we have increased our partnerships with licensees and licensors in China and see a tremendous amount of opportunity to continue growing our collaboration with Chinese companies.

Heath Hoglund：Standard essential patent pool licensing offers the advantage of providing one-stop licensing services. Compared with bilateral licensing for each implementer, this licensing model allows companies to be highly efficient by saving time and money on their licensing, and it has been widely supported by many implementers in the industry. For example, Via LA's AAC standard essential patent pool has already signed contracts with the substantial majority of important mobile phone companies including Samsung, Apple, Xiaomi, OPPO, VIVO, Lenovo, TCL. Via LA’s AAC pool also includes contracts with major TV companies including Samsung, Hisense, TCL, LG, Skyworth, Changhong, Haier, Konka, and important set-top box manufacturers including Skyworth, Changhong, FiberHome, SDMC, SEI, etc. This all highlights the advantages of the Via LA patent pool licensing model and its widespread support among implementers in the industry. I would like to take this opportunity to thank all our partner companies who support our pools. We warmly invite any other companies who may be interested in our patent pools to reach out to us so that we can discuss how this can benefit your business.

Heath Hoglund：Patent pools play a critical role in promoting technology sharing, reducing licensing transaction costs, minimizing patent litigation risk, promoting industry standards and encouraging innovation. Via LA’s Patent Pool has long collaborated with global high-tech companies, research institutions, renowned universities, and standardization experts to promote the development and implementation of technological innovation and standards worldwide. We also support the development of global innovation and implementation of standards.

Heath Hoglund：MPEG LA was a well-known standard essential patent pool licensing operation company that had been operating for over 20 years. It operated many patent pools now in Via LA’s current portfolio, including AVC, HEVC, VVC, Qi wireless charging, EV Charging, ATSC3.0 and several others. MPEG LA was particularly famous for its video patent pools, including AVC (H.264), HEVC (H.265) and VVC (H.266). The acquisition overall has created a rich collection of patent pools under Via LA and brought in more licensors and implementers. Following the merger, Via LA is now the world's largest standard essential patent pool company.

Heath Hoglund：Indeed, Via LA has been operating its AAC and AVC pools very successfully with the support of implementers and patentees. We also merged HEVC and VVC into one patent pool, namely the HEVC/VVC patent pool, which is more convenient for implementers seeking a license. At present, Via LA's HEVC/VVC patent pool has over 400 implementers, making it the HEVC/VVC video patent pool with the highest number of implementers worldwide. Recently, Via LA's HEVC/VVC pool also inked license agreements with a number of important licensees. Via LA looks forward to signing contracts with more implementers and rights holders to expand and strengthen the essential patent pool of HEVC/VVC standards and to provide a reasonable HEVC/VVC video licensing solution for the entire industry and ecosystem.

Heath Hoglund：As innovation continues to shape the world and global technology standards become increasingly important, the value of essential patents for standards is increasingly recognized and valued by countries around the world. The licensing business of standard essential patents has also flourished. Due to its efficiency and cost advantages, I believe the licensing model of the standard essential patent pool will increasingly become mainstream in the coming years.

Heath Hoglund：Via LA's patent pool operation places great emphasis on openness and transparency, balancing the interests of implementers and rights holders. The standard essential patents that become a part of Via LA’s pool are strictly evaluated and reviewed by professional and independent third-party organizations. We also place FRAND principles at the core of our licensing process, focusing on the healthy and balanced development of the entire industry ecosystem.

Heath Hoglund：I have always attached great importance to the Chinese market and am confident in the rapid development of China's intellectual property industry. In fact, I think China will become the most important jurisdiction for patent licensing over the next decade. Within Via LA, there are many employees who are familiar with the Chinese market and culture and who speak Chinese, such as Ms. Jane Bu, our Chief Licensing Officer. At the same time, we have formed a skilled, fully localized Chinese team led by Dr. Tony Gan in China. I regularly receive their advice on the Chinese market, and I also learn from them about China's history, culture, and business knowledge. This is very important for the implementation and development of our China strategy. I believe that Via LA will continue to cooperate and grow with Chinese companies and provide reasonable patent pool licensing solutions to help these companies take advantage of patent licensing opportunities and enhance their competitiveness in domestic and overseas markets.

Heath Hoglund：The licensing of standard essential patents requires deep industry expertise and knowledge of the patent licensing landscape. Only by understanding the nuances of the industry can someone balance the interests of all parties in the upstream and downstream of the industry chain and develop more effective licensing solutions. People who wish to excel in this industry also need to have skills in negotiation and to understand and respect the cultural backgrounds and values of partners from different countries. A successful member of our industry will listen carefully and understand all other positions to arrive at deals that benefit each party.