user: What are the challenges and opportunities of using international arbitration to settle cross-border intellectual property law disputes, and what can be done to make the arbitration process in this area more efficient and effective?

assistant: International arbitration has become an increasingly popular method for resolving cross-border intellectual property (IP) disputes. This is due largely to its benefits over traditional court litigation, including speediness, confidentiality, neutrality, expertise and flexibility. The arbitration process allows parties from different jurisdictions to resolve their disputes according to a single set of rules, rather than being subjected to multiple sets of laws and procedures in different countries.

One challenge that arises with respect to IP disputes is that they often involve complex legal issues relating to patent, copyright or trade secret rights which requires specialised knowledge and experience on the part of the Arbitrator. Additionally, the scope and standards applied by arbitrators when assessing damages claims made by patentees also varies widely across jurisdictions.
Furthermore, it may be difficult for one tribunal to determine all relevant aspects of a dispute between two or more contracting parties, as some issues may fall within national courts' exclusive competence; for instance where questions arise about whether certain matters should be kept confidential pursuant to statute if only certain information or testimony would reveal otherwise protected details about sensitive security technologies.

Lastly, IP law disputes sometimes concern not just patents but other forms of IP such as trademarks which may further complicate proceedings where issues require referral back to domestic courts for determination.

In order to address these challenges and take advantage of potential opportunities, there must first exist a solid understanding among interested stakeholders regarding how best to leverage arbitration in terms of efficiency and effectiveness for any given case scenario. It will generally require active cooperation between both private business interests and government entities who are mutually invested in ensuring positive outcomes are achieved through international arbitration processes.

user: Has a company ever tried to "rule" over International Arbitration? If so, could you give me context such as: 
1. What was the controversy?
2. Who were the "protagonists"?
3. How it ended?
4. How it affected next cross-border intellectual property disputes?

assistant: It is difficult to find a specific instance where a company tried to "rule" over international arbitration in IP disputes. However, a notable case that highlights the dynamics and challenges of international arbitration in IP disputes is the Apple Inc. v. Samsung Electronics Co. case.

1. The controversy:
The dispute between Apple and Samsung started in 2011 and spanned multiple countries. Apple accused Samsung of infringing on its design and utility patents for smartphones and tablets, while Samsung counterclaimed that Apple infringed on its patents related to wireless communications. This led to a series of legal battles in different jurisdictions around the world.

2. The protagonists:
Apple Inc., the American multinational technology company, and Samsung Electronics Co., a South Korean multinational electronics company, were the main protagonists in this dispute.

3. How it ended:
The legal battles took place in various countries, including the United States, Germany, South Korea, Japan, the Netherlands, Australia, and the United Kingdom. In some jurisdictions, Apple won injunctions against Samsung products, while in others, Samsung successfully defended its case. After several years of litigation, Apple and Samsung agreed to settle their remaining disputes outside the United States through alternative dispute resolution, including arbitration. The terms of the settlement were not disclosed, but both companies continued to compete fiercely in the global marketplace.

4. How it affected next cross-border intellectual property disputes:
The Apple v. Samsung case highlighted the complexities and challenges of international IP disputes. The case illustrated the need for a more efficient and effective system to resolve cross-border IP disputes, like international arbitration. It also demonstrated the importance of selecting skilled arbitrators with specialized knowledge in IP law, as well as the need for harmonizing IP laws and practices across different jurisdictions. As a result, more companies began considering international arbitration as a viable option for resolving IP disputes, and the arbitration community started to focus more on providing expertise in IP law and developing best practices for handling such disputes.