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Friday, 11 November, 11
Smartphone OS Share
        10/09–12/10, U.S.



                            40%

                                  26%
                            30%
                                        Blackberry
                                        Apple iOS
                            20%
                                        Android

                            10%




      Source: Nielsen Research



Friday, 11 November, 11
Smartphone OS Share
        Q3 2011, U.S.


                                             Apple 28%




                                                            Blackberry 18%

                            Android 43%


                                                     Windows Mobile 7%
                                          Other 4%




      Source: Nielsen Research



Friday, 11 November, 11
Friday, 11 November, 11
Smartphone Sales 2011
   472 million globally




Friday, 11 November, 11
Smartphone Sales 2011
   472 million globally
  Smartphone Sales 2015
  expected to rise to 982 million

Friday, 11 November, 11
1 Year Plan
           Change perception
           Raise revenue




Friday, 11 November, 11
1 Year Plan
           Change perception
           Raise revenue

           5 Year Plan
           Own the corporate market




Friday, 11 November, 11
1 Year Plan
           Change perception
           Raise revenue

           5 Year Plan
           Own the corporate market

           Internal Initiative
           Encourage innovation and success


Friday, 11 November, 11
“Sometimes our offices feel like a
         Soviet-era government workplace.”
         ( RIM employee quotes)




Friday, 11 November, 11
“Sometimes our offices feel like a
         Soviet-era government workplace.”
         ( RIM employee quotes)




          “Success cannot be borne of a 2005
          status quo when the world looks a
          lot different now than it did even
          12 months ago.”         ( RIM employee quotes)




Friday, 11 November, 11
Old Innovation Team Structure
                              Idea




Friday, 11 November, 11
Old Innovation Team Structure   New Innovation Team Structure
                              Idea




                                                      Idea                 Idea




                                                             Idea   Idea




Friday, 11 November, 11
1 Year Plan
           Change perception
           Raise revenue




Friday, 11 November, 11
1 Year Plan
                               Focus on Market
           Change perception
                               Opportunities
           Raise revenue




Friday, 11 November, 11
Share of Teen Smartphone Market
        Blackberry, U.S.




                           40%



                 2010




      Source: ComScore



Friday, 11 November, 11
Share of Teen Smartphone Market
        Blackberry, U.S.




                                 40%



                 2010




                 2011



                           23%




      Source: ComScore



Friday, 11 November, 11
U.S. Teen Smartphone Adoption


                                      28.7%                   50%




                          July 2011           December 2012




      Source: ComScore



Friday, 11 November, 11
“dear Blackberry, I hate you and we
           can’t be friends. sincerely, I have an
           iPhone now”    ( RIM employee quotes)




Friday, 11 November, 11
Friday, 11 November, 11
bberry



Friday, 11 November, 11
Artist and Brand Collaborations

       1




Friday, 11 November, 11
Artist and Brand Collaborations

       1




        2




Friday, 11 November, 11
Artist and Brand Collaborations

       1                      3




        2




Friday, 11 November, 11
bberry x Kaws
       bberry x Kaws




Friday, 11 November, 11
Popup and I.D. Stores




Friday, 11 November, 11
Popup Store Locations

 SHANGHAI                 NEW YORK


 LONDON




 SOURCE : emarketer

Friday, 11 November, 11
PR/Media Buzz




Friday, 11 November, 11
Lady Gaga
        Celebrity Influence: Lady Gaga
        Lady Gaga




Friday, 11 November, 11
Friday, 11 November, 11
5 Year Plan
             Own the corporate market




Friday, 11 November, 11
Target Markets




   Teens                  Professionals



Friday, 11 November, 11
Target Markets




   Teens                  Professionals



Friday, 11 November, 11
Target Markets




                          Success
   Teens                            Professionals



Friday, 11 November, 11
Target Audiences

GOVERNMENT




                          FINANCE

                          MEDICINE




                                     LAW




Friday, 11 November, 11
Shield




Friday, 11 November, 11
BlackBerry Shield + PlayBook



                          Blackberry
                             Shield
                                         +                         PlayBook




                             Massive amount of confidential data can be sync and
                             secure between the Blackberry Shield and the
                             PlayBook.




Friday, 11 November, 11
BlackBerry Shield


                              secure platform      open platform
                            for professional use     for leisure




                           Switching platform securely




Friday, 11 November, 11
BlackBerry Shield


                            PRO IMAGE         ANGRY BIRDS




                           Switching platform securely




Friday, 11 November, 11
Friday, 11 November, 11
Thank you.




Friday, 11 November, 11

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