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But for a look at Apple's longer-term ambitions for the iPhone, take a stroll through its patent portfolio.
In 1992 he helped IBM search through its patent library to see what was enforceable.
It also lets businesses leverage the power of reviews more effectively through its patent pending analytical and search technology that scores and indexes the quality, credibility and resonance of any type of written content.
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The website for the United States government's patent office, for example, lets you search through its patents as far back as 1790.
I asked M-CAM to run EMG's patent through its Patently Obvious database, which compares claims across millions of patents.
Instead it looked through its limited patent portfolio and as Ars Technica points out, probably bought some more at the last minute, to trump each of Yahoo's claims.
"Bose's continued success depends in substantial part on its ability to establish, maintain, and protect its proprietary technology through enforcement of its patent rights," they state.
According to the tech consultancy Asymco, Microsoft is likely to earn several times more money through its Android patents than it does from licences for its own Windows Phone system.
The company has been through the majority of its patent expiries, big liability settlements and boasts a strong balance sheet and very little M&A risk.
But for the past couple of years, Facebook has already been taking steps to build up its patent portfolio through the acquisition of patents from a host of other players, from large IT companies, to a patent troll and a defunct social network.
The fact that Conversant has now chosen to license its patents through Via's non-litigious pool solution is by itself a sign of Via's growing influence.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com