Apple Inc. v. Samsung Electronics Co. Ltd. et al

Filing 1350

UNREDACTED NOTICE OF MOTIONS AND MOTIONS in Limine by Samsung Electronics America, Inc.(a New York corporation), Samsung Electronics Co. Ltd., Samsung Telecommunications America, LLC(a Delaware limited liability company) re 1256 Order on Administrative Motion to File Under Seal, (Attachments: # 1 Exhibit C to the D'Amato Declaration, # 2 Exhibit E to the D'Amato Declaration, # 3 Exhibit G to the D'Amato Declaration, # 4 Exhibit H to the D'Amato Declaration, # 5 Exhibit J to the D'Amato Declaration, # 6 Exhibit K to the D'Amato Declaration, # 7 Exhibit L to the D'Amato Declaration, # 8 Exhibit M to the D'Amato Declaration, # 9 Exhibit N to the D'Amato Declaration, # 10 Exhibit T to the D'Amato Declaration, # 11 Exhibit V to the D'Amato Declaration, # 12 Exhibit W to the D'Amato Declaration)(Maroulis, Victoria) (Filed on 7/26/2012) Modified text on 7/27/2012 (dhm, COURT STAFF).

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Attorneys' Eyes Only Page 6 1 2 3 UNITED STATES DISTRICT COURT NORTHERN DISTRICT OF CALIFORNIA SAN JOSE DIVISION 4 5 6 7 8 9 10 11 12 13 APPLE INC., a California Corporation, ) ) ) Plaintiff, ) ) vs. )No. 11-CV-01846-LHK ) SAMSUNG ELECTRONICS CO., LTD. , ) a Korean business entity; ) SAMSUNG ELECTRONICS AMERICA, ) INC., a New York corporation; ) SAMSUNG TELECOMMUNICATIONS ) AMERICA, LLC, a Delaware ) limited liability company, ) ) Defendants, ) _____________________________ ) 14 15 16 17 18 19 20 21 22 23 24 25 BE IT REMEMBERED, that on Wednesday, February 22, 2012, commencing at the hour of 9:12 a.m. thereof, at the offices of Morrison & Foerster, 755 Page Mill Road, Palo Alto, California, before me, Judie A. Nicholas, a Certified Shorthand Reporter of the State of California, there personally appeared. TIMOTHY BENNER, called as a witness by the Plaintiff, who, being by me first duly sworn, was thereupon examined and testified as hereinafter set forth. TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 8 1 firm represents Apple, Inc. 2 MS. CARUSO: 09:12 Margret Caruso of Quinn 3 Emanuel Urquhart & Sullivan. 4 09:12 Yang from Samsung. With me is Michelle 09:12 5 THE VIDEOGRAPHER: 6 Would the reporter please swear in the 7 09:12 Thank you. 09:12 witness. 09:12 09:12 8 TIMOTHY BENNER, 09:12 9 being first duly sworn, 09:12 was deposed and testified as follows: 09:12 10 11 THE VIDEOGRAPHER: 12 MR. ROBINSON: 09:12 Good morning, Mr. Benner. Thank you for being here. 15 16 09:12 EXAMINATION BY MR. ROBINSON 13 14 Thank you. 09:12 09:12 Could you please state your full name for 09:12 the record. 09:12 17 A. Timothy John Benner. 09:12 18 Q. Have you ever been deposed before? 09:12 19 A. I have not. 09:12 20 Q. So the procedures are -- it's fairly 09:12 21 simple, but I just want to review a few of the 09:12 22 rules. 09:12 23 The court reporter here is taking down 24 everything that we say. 25 quickly, in which case she might grumble a little I might speak a little TSG Reporting - Worldwide 09:12 09:12 09:13 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 126 1 THE WITNESS: The question I think you're 12:17 2 asking is, is there more than one. 3 survey. 4 Q. There's one tracking survey? ? 12:17 5 A. That I conduct. 12:17 6 Q. Thank you. 12:17 And how does that tracking survey work? 12:17 7 8 There's one 12:17 12:17 You said it tracks across time; is that right? ? 12:17 9 A. Yes. 12:17 10 Q. Is it the same study that is administered 12:17 11 at different points in time? ? 12 MS. CARUSO: 13 THE WITNESS: Objection: 12:17 Vague. 12:17 The survey itself is 12:17 14 modular. 15 across time and then there are pieces that come and 12:18 16 go as we look at different communication and the 12:18 17 effectiveness of that communication. 12:18 18 There are elements that are consistent It's primarily brand focused, but it's 12:18 12:18 19 also looking at monitoring communications, so our 12:18 20 different ads and some competitive ads -- 12:18 21 MR. CARUSO: Mr. Robinson, before you go 12:18 22 on to another topic, I've had this Pavlovian 12:18 23 response since your client announced lunch. 12:18 24 25 MR. ROBINSON: Oh, I'm so sorry, I 12:18 completely forgot. TSG Reporting - Worldwide 12:18 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 127 1 Let's take a break for lunch. 12:18 2 THE VIDEOGRAPHER: 12:18 3 and we're off record. 4 12:18 (A lunch break was taken.) 01:23 AFTERNOON SESSION 01:23 5 6 7 The time is 12:18 p.m., THE VIDEOGRAPHER: The time is 1:24 p.m. and we are back on the record. 01:23 01:23 8 (Exhibits 1603 marked 01:23 9 for identification.) 01:23 10 FURTHER EXAMINATION BY MR. ROBINSON 01:23 11 MR. ROBINSON: Mr. Benner, we're back. 01:23 12 Before the break we were talking about the 01:23 13 Q. tracking studies. studies. 14 01:24 I'm going to hand what you has been 01:24 15 premarked as Exhibit 1603. 16 Samsung Q1 '11 Deep Dive, Continuous Tracking, with Tracking 01:24 17 Bates stamp SAMNDCA00352115 through 352182. 01:24 18 This is entitled 01:24 Do you recognize Exhibit 1603? 01:24 19 A. Yes. 01:24 20 Q. Is that your name on the bottom of the 01:24 21 first page where it says "Owner"? 01:24 22 A. Yes. 01:24 23 Q. What does that mean? 01:24 24 A. That means I am the designated "Owner" of 01:24 25 this document in terms of whose responsibility it TSG Reporting - Worldwide 01:25 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 128 1 is to, you know, produce it. 2 3 Q. 01:25 Is this one of the tracking studies that you referred to earlier in your testimony today? 01:25 01:25 4 A. Yes, it is. 01:25 5 Q. Is Exhibit 1603 a true and correct copy of 01:25 6 an STA tracking study? study 01:25 7 A. To the best of my knowledge, yes. 01:25 8 Q. Does STA prepare these tracking studies? studies 01:25 MS. CARUSO: 01:25 9 10 11 THE WITNESS: Objection: Vague. These studies are prepared by an outside vendor under my supervision. supervision 12 MR. ROBINSON: 13 A. 01:25 What is the outside vendor? 14 Q. 15 Q. 01:25 01:25 The outside vendor's name is Hall & 01:25 Partners. 16 01:25 01:25 How often does STA receive a deliverable 01:25 17 from Hall & Partners in the form of one of these 01:25 18 tracking surveys? ? 01:25 19 MS. CARUSO: 20 THE WITNESS: 21 MR. ROBINSON: 01:25 These tracking surveys are A. 01:25 01:25 Q. And by "these," are you referring to the Deep Dive? ? 24 25 Vague. every quarter. quarter. 22 23 Objection: 01:25 I am referring to the Deep Dive document, , yes. TSG Reporting - Worldwide 01:25 01:26 01:26 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 129 1 2 Q. by Hall & Partners -- sorry. 3 4 Are there other tracking studies provided t prov r vided Strike that. 01:26 Are there other tracking surveys other than the Deep Dive Surveys that STA receives? receives 5 MS. CARUSO: 6 THE WITNESS: Objection: 01:26 01:26 01:26 Vague. 01:26 Technically this is not a 01:26 7 survey, this is a report. 8 is done continuously and there are multiple 01:26 9 reports. 01:26 10 11 MR. ROBINSON: Q. There is one survey that Thank you for that 01:26 clarification. 12 01:26 01:26 Is the Deep Dive Report the -- are there 01:26 13 other reports besides the Deep Dive Report that STA 01:26 14 receives in connection with this continuous 01:26 15 tracking? ng 01:26 16 A. Yes. 01:26 17 Q. What are those? 01:26 18 A. We get weekly reports that are Topline KPI 01:26 19 studies -- not studies, but reports/monitoring, and 01:26 20 anything else on a request basis that we would like 01:26 21 from the data within the reports, or within the 01:27 22 survey. 01:27 23 Q. 24 25 You referred to Topline KPA. o KPA What does KPA stand for? for for? A. 01:27 KPI. TSG Reporting - Worldwide 01:27 01:27 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 130 1 Q. Sorry, KPI? 01:27 2 A. Key Performance Index. 01:27 3 Q. And you mentioned that you receive weekly 01:27 4 reports. 5 01:27 Do the Deep Dive reports contain the 01:27 6 information that you would receive in the weekly 01:27 7 reports? 01:27 8 9 10 11 A. Yes. They are basically -- the data 01:27 that's given on a weekly basis is 01:27 contained/summarized in these reports. reports. 01:27 Q. You also mentioned that you receive other 01:27 12 reports on request. 13 an example? ? 01:27 A. 01:27 14 Can you name a few of those, , Typically they're not reports, they're 01:27 15 just looking at a particular data cut, usually in 01:27 16 response to a question from out of this document. 01:27 17 18 Q. Can you think -- are they named anything in particular? 01:28 19 A. No. 20 Q. Are they large documents, or like one, 21 01:27 They're usually just data. 01:28 two-page things? 01:28 01:28 22 A. Sometimes it's two sentences. sentences. 01:28 23 Q. How much does STA pay to receive the Deep e 01:28 24 25 Dive reports from Hall & Partners? ? A. 01:28 The cost has changed over time. TSG Reporting - Worldwide 01:28 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 141 1 THE WITNESS: It's just a highlight of 01:43 2 those particular elements or those personalities to 01:43 3 draw attention to it. 01:43 4 5 MR. ROBINSON: Q. Do you see where it 01:43 says "Significant drivers of MPSA for Samsung"? Samsung" "? 01:43 6 A. Yes. 01:43 7 Q. What does MPSA refer to? to 01:44 8 A. It's an acronym which we use for one of 01:44 9 10 11 12 13 KP -- key performance indexes which stands for most 01:44 preferred single answer. 01:44 Q. And what does that mean, in just sort of 01:44 survey terms? 01:44 A. 01:44 In English, it means the answer to the 14 question. 15 the bottom of the page. The question is actually in the text at 01:44 01:44 16 Q. I see? 01:44 17 A. Now we'd like you to -- it's not, 01:44 18 actually. 19 20 I'll find it. 23 24 25 It's here. It's the answer to a specific question. question. 21 22 01:44 01:44 "Among all of the mobile phone brands that you aware of, which brand do you prefer the most." Q. What's the Bates number of the page you just read from? A. 01:44 01:44 01:44 01:44 It is page number 7, SAMNDCA00352121. TSG Reporting - Worldwide 01:44 01:44 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 142 1 Q. Thank you. Why does STA consider the items shown in 2 01:45 01:45 3 the blue box on page 12 that we were looking at 01:45 4 previously to be significant drivers of MPSA for y 01:45 5 Samsung? 01:45 6 A. That's slightly misleading in what it 01:45 They're significantly associated with the 01:45 7 says. 8 personality characteristics that are most 01:45 9 correlated to most preferred single answer. 01:45 10 11 12 Does that make sense? Q. 01:45 Could you maybe say that in more regular 01:45 terms? 01:45 13 MS. CARUSO: 14 THE WITNESS: 15 a lot of statistical analysis. 01:45 MR. ROBINSON: Sure. 01:45 That basically says that these personality 01:45 16 17 A. Objection. 01:45 I don't know if I can. Q. It's 01:45 18 indices co-vary with MPSA. 19 relationship, it just means they're correlated, , 01:46 20 they seem to move together. 01:46 21 Q. 01:46 I see. 01:46 Could I have you turn please to page 26 of 22 23 There's no causal 01:46 this report Bates SAMNDCA00352140. 01:46 24 A. 352140. 01:46 25 Q. 352140? 01:46 TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 143 1 A. Okay. 01:46 2 Q. Down at the bottom it looks like the 01:47 3 question being asked was, "Have you seen this 01:47 4 advertising on television in the past 7 to 5 days," 01:47 5 do you see that? 01:47 6 A. Yes. 01:47 7 Q. Is that the question? 01:47 8 A. It's actually 5 to 7 days. days. 01:47 9 Q. Oh, I'm sorry, 5 to 7 days. days. 01:47 And then above the charts we see a legend 01:47 10 11 with a blue box and an A next to it, and it , 01:47 12 attributed back to Samsung/Galaxy/Tab; below that ; 01:47 13 the letter B with a green box saying attributed 01:47 14 back to Apple/iPad/iPhone, and underneath there are , 01:47 15 various charts. 01:47 16 Focusing on the chart above the 01:47 17 Samsung/Galaxy/Tab, Samsung/Galaxy/Tab, what is being depicted in that 01:47 18 chart? 01:47 19 A. This is the -- during the period of the 01:47 20 survey, looking AT consumers who recognized still 01:47 21 photos of the particular Samsung Galaxy Tab ad 01:48 22 which is in the bottom here, so they're presented a 01:48 23 photo which shows basically stills of the different 01:48 24 ads and they're asked if they recognize it or not. 01:48 25 If they say yes, they're asked, "Do you TSG Reporting - Worldwide 01:48 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 144 1 remember what brand this was for," and then it says 01:48 2 that 18 percent said it was for either Samsung, 01:48 3 Galaxy or Tab and 46 percent said Apple, iPad or 01:48 4 iPhone. 01:48 5 Q. 6 And that's a significant difference at the 95 percent confidence level, right? level 01:48 01:48 7 A. Correct. 01:48 8 Q. What this is saying is essentially nearly y 01:48 9 half of those who saw the still photo of the 01:48 10 Samsung Galaxy Tab thought they were actually 01:48 11 looking at an Apple advertisement? 01:48 12 They were not 01:48 13 looking at a photo of the Galaxy Tab, they were 01:48 14 looking at a photo which showed six different 01:48 15 scenes of the communication, the advertisement for 01:49 16 the Galaxy Tab. 01:49 17 different images. 18 19 20 21 22 A. Q. No, that's not correct. 01:49 Those who saw -- is it at photo array what they see? A. Not all of them had product in the What do they see? 01:49 They see six different images of different scenes within the advertisement. advertisement. Q. 01:49 01:49 01:49 And, looking at that display, then nearly 01:49 23 half of those responded to this survey question 01:49 24 saying that they thought what they were seeing was 01:49 25 an Apple advertisement; is that right? ; 01:49 TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 145 1 A. What they were looking at -- they were not 01:49 2 looking at the display at this point. They're 01:49 3 relying on the recall of the advertisement and 01:49 4 saying they thought that the advertisement in 01:49 5 question was either an Apple iPad or iPhone 01:49 6 advertisement. 01:49 7 Q. So, yes, in response to this prompt then, 01:49 8 looking at -- having looked at the display of the 01:50 9 Samsung Galaxy Tab still photo advertisement 01:50 10 images, nearly half of the respondents said they 01:50 11 thought they had seen an Apple advertisement? 01:50 12 13 A. What they thought, they said, was it was an advertisement for the Apple brand. 14 01:50 01:50 In this case, this was done at a time when 01:50 15 the Galaxy Tab had just been introduced and the 01:50 16 iPad had been in the market for some time, and this 01:50 17 is -- the sample that we're looking at here is a 01:50 18 smaller sample, so there is more variation in 01:50 19 there. 01:50 20 Q. What was the sample size? 01:50 21 A. For the people who recognized the 01:50 22 23 Galaxy -- the Samsung Tab ad, 448. Q. 01:50 But this result shows, does it not, that 01:51 24 the misattribution back to Apple was significant at 01:51 25 the 95 percent confidence level, right? level 01:51 TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 146 1 A. Yes. 01:51 2 Q. Did STA consider it a problem that the t 01:51 3 Galaxy Tab advertisement was being misattributed to 01:51 4 Apple? 01:51 5 A. The -- as the statement here says, the 01:51 6 linkage to Samsung has improved, but the Galaxy Tab 01:51 7 execution -- misattribution was declined -- I'm 01:51 8 sorry, this is looking at Galaxy 2. 01:51 9 can't say strike that. 10 Strike -- I 01:51 But, yes, we considered it a problem 01:51 11 because this communication should have been for the 01:51 12 Galaxy Tab. 01:51 13 attributed correctly to Samsung. 14 Q. However, the execution was not being 01:51 What did STA do, if anything, about the 01:51 15 misattribution that was occurring between the 01:52 16 Galaxy Tab and the Apple iPad? 01:52 17 18 19 MS. CARUSO: Objection: Beyond the scope; lacks foundation. THE WITNESS: 01:52 01:52 In this case, this was -- 01:52 20 Samsung was breaking into the tablet market which 01:52 21 was firmly established for a period of time by 01:52 22 Apple being the only product available. 01:52 23 remember exactly how many months that, basically, 01:52 24 stronghold held. 01:52 25 I can't For the Galaxy, the first Galaxy Tab ad TSG Reporting - Worldwide 01:52 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 147 1 there was a great deal of misattribution. 2 second Galaxy Tab ad, that misattribution dropped 01:52 3 as awareness of Samsung's Tabs grew, so looking 01:52 4 back and improving the communication to make sure 01:52 5 that it was distinctive from Apple and identifiable 01:52 6 as Samsung. 01:52 Q. 01:52 7 For the Didn't the advertising change as well -- 01:52 8 the style of the advertising change as between the 01:53 9 Galaxy Tab and Galaxy Tab 2, right? 01:53 10 11 12 13 14 MS. CARUSO: Objection: Assumes facts not in evidence; vague. 01:53 THE WITNESS: 01:53 Can you specify more exactly what you're asking? 01:53 MR. ROBINSON: 01:53 Q. The misattribution that 01:53 15 occurred between the Samsung Galaxy Tab 01:53 16 advertisement and I guess misattributed to Apple, , 01:53 17 that was because the advertisements were confusing, , 01:53 18 they were similar, the Samsung advertisements and , 01:53 19 Apple advertisements? 01:53 20 MS. CARUSO: Objection: Calls for a legal 01:53 21 conclusion; mischaracterizes the record; assumes 01:53 22 facts not in evidence; vague. 01:53 THE WITNESS: 01:53 23 I take issue with your 24 statement of it's confusing, the way it was said 01:53 25 similarly confusing. 01:53 The issue wasn't that it was TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 148 1 confusing, the issue was that the iPad had been 01:53 2 very firmly established in the marketplace, and so 01:53 3 when people saw an ad on TV that had a large 01:53 4 tablet-like display, the immediate reaction is it 01:54 5 must be an iPad. 01:54 6 This is at a time when -- breaking into 01:54 7 the market, so it's actually not unexpected to see 01:54 8 that, because very few people that Samsung was 01:54 9 making these products, and growing that awareness, , 01:54 10 changing from one to the next, is the natural 01:54 11 progression of trying to break in and make people 01:54 12 become more aware of Samsung as a tablet 01:54 13 manufacturer. 01:54 Q. 01:54 14 Does STA disagree that the misattribution 15 occurred because the Galaxy Tab looked similar to 01:54 16 the Apple iPad? 01:54 17 18 MS. CARUSO: 21 22 23 Beyond the scope; lacks foundation. 19 20 Objection: THE WITNESS: 01:54 01:54 I'm sorry, could you say it again? 01:54 01:54 MR. ROBINSON: Q. Could we have that 01:54 question read back, please. THE REPORTER: Question: 01:54 "Does STA 01:54 24 disagree that the misattribution occurred because 01:54 25 the Galaxy Tab looked similar to the Apple iPad?" iPad? ?" 01:54 TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 149 1 2 MS. CARUSO: Objection: Beyond the scope; lacks foundation; mischaracterizes the record. 3 THE WITNESS: 01:55 01:55 Could you rephrase the 01:55 4 question. 5 The negative phrasing of the question is throwing 01:55 6 me off. I'm not sure what you're asking. 01:55 MR. ROBINSON: 01:55 7 8 I'm confused by the "Does STA disagree." Q. Do you agree that the Galaxy Tab looks similar to the Apple iPad? 01:55 01:55 9 A. In this case, this Galaxy Tab does not. 01:55 10 Q. Why is that? 01:55 11 A. It's half the size. 01:55 12 (Exhibit No. 1604-1613 13 14 01:55 marked for identification.) Q. I think -- I want to show you a bunch of 15 other documents. 16 questions about them. 17 I'm not going to ask you detailed 01:55 01:55 01:55 01:55 What I'm going to ask is do you recognize 01:55 18 this documents, do they have your name on them, and 01:55 19 are they true and correct copies of the documents 01:56 20 that they are. 01:56 21 Exhibits 1604 through 1613, and I'll place this 01:56 22 enormous stack in front of you, and -- counsel, 01:56 23 here's your copy. 01:56 24 this in two phases if we wanted to go through it 01:56 25 more quickly. 01:56 They have been premarked as And I think we can probably take TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7 Attorneys' Eyes Only Page 170 1 2 MS. CARUSO: 7 8 9 10 It would be the strategy group. 02:34 02:34 MR. ROBINSON: Q. Who is involved with the strategy group? A. 02:34 02:34 As mentioned earlier, Justin Denison and his team. Q. 02:34 02:34 THE WITNESS: 5 6 Lacks foundation; calls for speculation. 3 4 Objection: 02:34 02:34 Thank you. 02:34 I have no further questions at this time, 02:34 11 subject to the same reservations and the same 02:34 12 objection by counsel -- 02:34 13 14 15 MS. CARUSO: Yes. This time we're getting out of here. 02:34 02:34 THE VIDEOGRAPHER: This marks the end of 02:34 16 Disk Number 2 of 2, and concludes today's 02:34 17 deposition of Timothy Benner. 02:34 18 2:35 p.m., and we are off the record. 19 20 21 The time is 02:34 (The deposition adjourned at 2:35 p.m.) --oOo-- 22 23 Signed under penalty of perjury: 24 __________________________ 25 Timothy Benner TSG Reporting - Worldwide 877-702-9580 c5923e74-ace0-4a4b-9a3e-301208fea0d7

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