1. BlackBerry PlayBook Brand Communication Objective

3. BlackBerry Positioning

5. Comparison

7. Market Data

8. Market Data Projection: iPad *Projections, before RIM launched BlackBerry PlayBook Source: Apple Insider

9. Market Data: Tablet

10. Marketing Communications Objectives 2011 MarComm Brand Objectives Target Attention Awareness TOM #2 Tablet-users, Tech/Gadget Enthusiasts Interest Image Initiate Engagement Activities Business Users Desire Preference Reach Mind Share Gadget Enthusiasts Action Purchase Market Share 10% Business Users, Gadget Enthusiasts

11. Market Share & Growth Objectives 75% 25% 30% 60% 10% 50% 20% 30% Other Tablet Apple iPad Blackberry Playbook