Since its inception in 1994, Outdooractive has been at the forefront of outdoor tourism, transforming how adventurers explore and connect with the world around them. With the launch of a digital platform – outdooractive.com – in 2008, the company solidified its position as a premier platform for outdoor enthusiasts, continually innovating and expanding to meet the ever-evolving needs of its users. Today, Outdooractive is not just a service provider but a leader in digital tourism, driven by a clear mission to create the world’s foremost outdoor platform.

Central to Outdooractive’s success are its comprehensive SaaS solutions that seamlessly integrate data management, marketing, and web and app technologies. This two-sided market approach caters to both service providers and consumers, creating a dynamic platform that facilitates real-time connections and guidance for outdoor enthusiasts. However, managing such a robust system comes with unique challenges, especially in safeguarding intellectual property (IP) rights.

Outdooractive understands that to maintain its market leadership and drive continuous innovation, a proactive and comprehensive IP strategy is essential. This includes securing patents, strengthening its trademark portfolio, and protecting copyrights to ensure exclusivity and fend off competitors. The company recognizes the transformative potential of IP design in reshaping development processes and is committed to fostering an innovative culture supported by a robust IP management framework.

Operating in a two-sided market presents nuanced challenges and opportunities. In particular, Outdooractive must cater to the distinct needs of both B2B and B2C segments, requiring sophisticated segmentation and customization strategies. On the B2B side, safeguarding proprietary technologies, algorithms, and software code is paramount. For B2C interactions, protecting against copyright infringement and software piracy is crucial to maintaining the platform’s integrity.

Digital business models, unlike traditional ones, thrive on intangible assets such as software algorithms, data analytics, and user interfaces. This shift necessitates innovative approaches to IP protection. Outdooractive’s IP strategy is focused on establishing exclusive positions that are perceived as valuable and defendable against competition. By employing IP design, Outdooractive can further promote customer-centric thinking, break down silos, and enable agile decision-making in the face of digital complexities.

Currently, Outdooractive is committed to the establishment of a robust IP management framework that aligns with its innovative ethos and strategic goals. Identifying, assessing, and mitigating IP risks are paramount to maintaining its market position. To this end, the company is enhancing its strategies by incorporating scenario planning to explicitly address IP-related risks, closely monitoring competitor activities and industry trends to minimize exposure and maximize opportunities.

To stress that also internal IP awareness and education are crucial for ensuring that all employees understand the importance of IP and their role in its protection. In addition to  implementing internal and external protection mechanisms in all contractual relationships at an early stage, Outdooractive recognizes the need to invest further in comprehensive training programs, workshops, and effective communication initiatives. By fostering a culture where IP is valued and protected, Outdooractive ensures its team is equipped to contribute to the company’s ongoing success and innovation.

Outdooractive’s journey from a pioneering provider of digital tourism solutions to a leader in the industry is a testament to its commitment to innovation and strategic IP management. As the company enhances its IP strategies and processes, it remains poised for sustained leadership and continued growth in the dynamic digital era. By embracing a holistic approach to IP, while integrating cutting-edge technology, and fostering a culture of IP awareness, Outdooractive is well positioned to continue revolutionizing the outdoor tourism landscape.

This case study crafted by Maria Boicova-Wynants and co-authored by Prof. Dr. Christian Stauf offers valuable insights into the role of innovative IP management in driving business growth and maintaining competitive advantage.