find the latest legal job
Corporate/Commercial Lawyers (2-5 years PAE)
Category: Corporate and Commercial Law | Location: Adelaide SA 5000
· Specialist commercial law firm · Long-term career progression
View details
Graduate Lawyer / Up to 1.5 yr PAE Lawyer
Category: Personal Injury Law | Location: Brisbane CBD & Inner Suburbs Brisbane QLD
· Mentoring Opportunity in Regional QLD · Personal Injury Law
View details
Corporate and Commercial Partner
Category: Corporate and Commercial Law | Location: Adelaide SA 5000
· Full time · Join a leading Adelaide commercial law firm
View details
In-house Legal Counsel & Commercial Lawyers
Category: Corporate and Commercial Law | Location: All Sydney NSW
· Providing lawyers with flexibility and control over when they work, how they work and who they work for.
View details
In-house Legal Counsel & Commercial Lawyers
Category: Corporate and Commercial Law | Location: All Melbourne VIC
· Providing lawyers with flexibility and control over when they work, how they work and who they work for.
View details
Digital platform streamlining trademark management

Digital platform streamlining trademark management


A specialist intellectual property law firm has implemented a digital platform that gives clients “visibility and control” over their trademark applications.

Australian IP firm Griffith Hack introduced its online trademark platform Amplia in 2016. Amplia allows the firm’s clients to view and manage their trademark portfolios, as well as file new applications, all in one place.

Griffith Hack principal Jürgen Bebber told Lawyers Weekly the platform offers two key benefits for clients: visibility and control.

In terms of visibility, he said Amplia gives clients a “one-click overview” of their trademark portfolios, allowing them to view the status of their cases and their email correspondence with the firm’s lawyers, as well as to make inquiries about cases.

Mr Bebber said that while the visibility function is not unique in the market, Amplia’s control factor sets it apart from other offerings.

“The bit that I haven’t really seen much of in the market, but of course I haven’t surveyed the entire market, is the control piece, which allows clients to effectively self-file trademarks through the Amplia platform and also to renew trademarks,” he said.

This functionality makes Amplia a hub for clients’ trademark management, connecting them to IP Australia. Some clients can also pay for their trademark or renewal through Amplia.

Mr Bebber, who drove the development of the platform, said it was created to improve Griffith Hack’s efficiency and client experience.

“I thought that there was an inherent inefficiency in the way things were done, in that there were multiple touch points within the organisation to do certain tasks, which of course also feeds into the cost,” he said.

But while the platform has streamlined trademark management for the firm’s clients, it has not had a dramatic effect on lawyers’ work, according to Mr Bebber.

“I don’t think it has changed the lawyers’ work as much as it has changed the administration of cases, in that there are now many more automated processes,” he said.

“I think in the future I can see that the lawyers’ work will be freed up a little bit more to do more of the advisory work, and this will be as a result of future developments that are in the pipeline.”

Self-service platforms like Amplia create great efficiencies for more experienced clients, but others still require personal assistance from a lawyer, Mr Bebber said.

“I think there are still quite a lot of clients around that do appreciate the face-to-face service, that want more assistance and less self-control, which is the reason why they are going to a firm in the first place.

“So I think while platforms are a great way for clients to visualise and take control. I think there still needs to be some sort of responsibility for the administration of the portfolios; and firms, I believe, in the future, will continue to deliver that sort of service to clients.”

Mr Bebber said that although he believes Amplia’s self-filing function sets it apart from platforms created by traditional law firms, NewLaw providers are racing to develop similar interfaces. LawPath, for one, offers online trademark applications.

“There’s also other players in the market that are not traditional firms. They are more in the software space, and I am seeing quite a lot of development in that space, in terms of allowing people to control, to file, to renew and so forth, so in that space I think there is going to be a lot of competition,” Mr Bebber said.

Like this story? Read more:

QLS condemns actions of disgraced lawyer as ‘stain on the profession’

NSW proposes big justice reforms to target risk of reoffending

The legal budget breakdown 2017

Digital platform streamlining trademark management
lawyersweekly logo
Promoted content
Recommended by Spike Native Network
more from lawyers weekly
Dec 13 2017
Young humanitarian lawyer California-bound
A young Australian lawyer will be travelling to the US next year for a prestigious nine-month study ...
Jackie Rhodes
Dec 12 2017
Report sheds light on LGBTQI inclusion in law firms
A recent report has revealed the varying perceptions on LGBTQI diversity and inclusion in the Austra...
Women in business
Dec 12 2017
Annabel Crabb headlines Women in Business Forum
Political journalist Annabel Crabb has appeared at the Coleman Greig Lawyers Women in Business Forum...
Allens managing partner Richard Spurio, image courtesy Allens' website
Jun 21 2017
Promo season at Allens
A group of lawyers at Allens have received promotions across its PNG and Australian offices. ...
May 11 2017
Partner exits for in-house role
A Victorian lawyer has left the partnership of a national firm to start a new gig with state governm...
Esteban Gomez
May 11 2017
National firm recruits ‘major asset’
A national law firm has announced it has appointed a new corporate partner who brings over 15 years'...
Nicole Rich
May 16 2017
Access to justice for young transgender Australians
Reform is looming for the process that young transgender Australians and their families must current...
Geoff Roberson
May 11 2017
The lighter side of the law: when law and comedy collide
On the face of it, there doesn’t seem to be much that is amusing about the law, writes Geoff Rober...
May 10 2017
Advocate’s immunity – without fear or without favour but not both
On 29 March 2017, the High Court handed down its decision in David Kendirjian v Eugene Lepore & ...