2010 10-K: Part I International Operations Intellectual Property and Other Proprietary Rights We conduct our business operations outside of the United States,  which have been increasing as a percentage of our consolidated  revenue, through wholly owned or majority-owned operating sub- sidiaries doing business in each of the following countries: Australia,  Brazil, Canada, Chile, Denmark, France, Germany, India, Italy, Japan,  Korea, Luxembourg, Mexico, the Netherlands, New Zealand, Norway,  People’s Republic of China (both Hong Kong and the mainland),  Singapore, South Africa, Spain, Switzerland, Taiwan, Thailand, and  the United Kingdom. See Note 5 of the Notes to our Consolidated  Financial Statements for additional information concerning revenue  from customers and long-lived assets from our business operations  outside the United States. with Morningstar’s data collection and development centers to cre- ate and maintain databases, develop new products, and enhance  existing products. See Item 1A—Risk Factors for a discussion of the risks related to  our business operations outside of the United States. We treat our brand, product names and logos, software, technology,  databases, and other products as proprietary. We try to protect this  intellectual property by using trademark, copyright, patent and trade  secrets laws; licensing and nondisclosure arrangements; and other  security measures. For example, in the normal course of business,  we only provide our intellectual property to third parties through  standard licensing agreements. We use these agreements to define  the extent and duration of any third-party usage rights and provide  for our continued ownership in any intellectual property furnished. Because of the value of our brand name and logo, we have tried to  register one or both of them in all of the relevant international  classes under the trademark laws of most of the jurisdictions in  which we maintain operating companies. As we move into new  countries, we consider adding to these registrations. In some juris- dictions, we also register certain product identifiers. We have reg- istered our name and/or logo in numerous countries and the European  Union and have applied for registrations in several other countries. In addition, we hold minority ownership positions in operating companies based in Japan and Sweden. As of December 31, 2010,  we owned a minority ownership position (approximately 34% of  the outstanding shares) in Morningstar Japan K.K. (MJKK) and our  share had a market value of approximately $38.4 million. MJKK is  publicly traded under ticker 4765 on the Osaka Stock Exchange  “Hercules Market.” See Note 8 of the Notes to our Consolidated  Financial Statements for information on our investments in uncon- solidated entities. To enable these companies to do business in their designated ter- ritories, we provide them with the rights to the Morningstar name  and logo and with access to certain of our products and technology.  Each company is responsible for developing marketing plans tailored  to meet the specific needs of investors within its country and working Trademarks and Service Marks Advice by Ibbotson ® Ibbotson Associates ® Ibbotson ®  SBBI ® Morningstar ®  Advisor Workstation SM Morningstar ®  Advisor Workstation SM Enterprise Edition Morningstar ®  Analyst Research Center SM Morningstar ®  Annuity Analyzer SM Morningstar Associates ® Morningstar ®  Corporate Credit Research Morningstar ®  Document Library SM Morningstar Direct SM Morningstar ®  Enterprise Data Management Morningstar ®  Equity Research Services SM Morningstar ®  Essentials TM Morningstar ®  ETFInvestor TM Morningstar ETF ®  Research Morningstar ®  FundInvestor TM Morningstar ®  Fund Research Morningstar ®  Hypothetical Illustrator SM Morningstar ®  Indexes Morningstar ®  Institutional Equity  Research Services SM Morningstar ®  Investment Profiles TM  and Guides Morningstar Investment Services Morningstar ®  Licensed Data SM Morningstar ®  Licensed Tools Morningstar LIM Morningstar ®  Managed Portfolios SM Morningstar ®  Managed Portfolios SM  Select  Stock Baskets Morningstar Market Barometer SM Morningstar ®  Mutual Funds TM Morningstar Office SM Morningstar ®  Ownership Zone SM Morningstar ®  Portfolio Builder SM Morningstar ®  Portfolio X-Ray ® Morningstar ®  Principia ® Morningstar Qualitative Rating TM Morningstar ®  Quotespeed SM Morningstar Rating TM Morningstar ®  Real-Time Data Morningstar Realpoint Morningstar ®  Retirement Income Strategist SM Morningstar ®  Retirement Manager SM Morningstar ®  Site Builder SM Morningstar ®  Stewardship Grade SM Morningstar ®  StockInvestor TM Morningstar Style Box TM Morningstar ®  Wide Moat Focus SM  Index Morningstar.com ® 42 “Morningstar” and the Morningstar logo are registered marks of  Morningstar in the United States and in certain other jurisdictions.  The table below includes some of the trademarks and service marks  that we use: