Bonneli function in this case as an intermediary by attempting to assist IP owners in finding licensees. The depth of services vary depending on whether the IP owners are staying very involved in the licensing program or outsourcing the patent monetization and thereby not getting involved in day- to-day licensing while still collecting part of licensing revenue. A carrot patent licensing approach is appropriate when you have a patented technology that is both cheaper and better then existing alternatives. By letting the potential licensee use your patented technology they will sell more products and make more profit. In return the patent owner receives a percentage of the added value as a license fee for many years ahead. Carrot licensing is a cost intensive strategy because the target clients must be identified actively and long-term decisions are required.