"Partnering with RIM-Blackberry Platform and Ecosystem" งาน The BlackBerry ® Developer Day in Bangkok ในวันอังคารที่ 22 พ.ย. 54 ณ ห้อง 301 อาคารซอฟต์แวร์พาร์ค

1. Partnering with RIM –
BlackBerry Platform and
Ecosystem
BlackBerry Alliances & Developer
Relations
Johan Kremer
Head of Alliances for Southeast Asia
jkremer@rim.com
BBMe: 27A9408E
1

2. Partnering with RIM
• Ecosystem, Customers, Opportunity
• BlackBerry Application Platform
• Collaborating with RIM
2

3. Global Opportunity & Reach
150M+ BlackBerry Smartphones shipped
600+ carriers and distribution partners
300K+ app developers
40K+ apps in BlackBerry App World
• Over 1 billion downloads
• Over 3 million average daily downloads
• 108 markets and growing, 26 currencies
• Carrier Billing with multiple major carriers
such as AT&T, Vodafone, and Rogers
• Commercial Services including Payment,
Advertising, and Analytics
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4. BlackBerry Customers
Are Social, and Collaborate for fun and
business
Top 10 Apps Accessed,
US2
Accessed stock quotes or
6.7%
financial news
Accessed bank accounts 6.9%
Accessed traffic reports 7.1%
#1 +50M Accessed photo or video
sharing service
8.4%
engagement
Top 5 users Accessed news 11.5%
Smartphone1 Accessed sports
11.5%
+23M 5M information
Accessed search 12.2%
daily active users
+16M new users/month
Accessed maps 18.7%
downloads
+32M 70% Accessed weather 22.7%
active users monthly users chat daily
Accessed social
29.9%
networking
1 Source: http://blog.twitter.com/2010/09/evolving-ecosystem.html
2 Source: comScore – Mobilens Audience Profile Report, U.S, March 2011 (3 month avg)Distimo – May 2011 Report

5. Device & App Purchase
Behavior
Build for BlackBerry 5 & 6…
&7
68% of users > fast adopters
> high app consumption
88% Free app DLs
94% Paid app DLs
5
Data from May, 2011

6. Top Free Apps in SEA
Top Free Apps

7. Top Paid Apps in SEA
Top Paid Apps

8. BlackBerry
Application Platform
Updates
Powerful platform enabling developer
choice and compelling user experiences

9. BlackBerry PlayBook
Built for Performance and Innovation, Built for the
Future
• Dual core 1GHz processor
with 1GB RAM
• True multi-tasking
• Built from the ground up for
multi-core hardware platforms
• Stunning 1024x600
display
• Hardware-accelerated
Flash video
• Class-leading Media
• Dual HD cameras
• Micro HDMI out with 1080p

10. BlackBerry 7
Touch innovation. BlackBerry inspiration.
Breakthrough Performance
• Liquid Graphics™ – powerful hardware and
graphics processor delivers fastest &
smoothest BlackBerry UI
• Browser – loads 40% faster than BB6,
leading JavaScript speed, fast pan & zoom
Powerful New Experiences
• Augmented Reality – 150 million Points-
of-Interest in 175+ countries
• NFC - Tag Reading for Smart Posters and
Accessory Pairing, new APIs
• High Resolution Video Recording (720p)
Innovative Apps
• Access new apps powered by BB7 in
BlackBerry App World
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11. BBX: One Platform, Multiple
Devices
• Coming to PlayBook and next-generation superphones in 2012, with
easy porting of current PlayBook apps.
• The power to target many devices
 PlayBook tablets
 The next-generation BlackBerry superphones
 Embedded systems: QNX already runs dozens of systems in
automotive, industrial, medical, networking, defense, security
and more
• All-new developer tools make the BBX platform the most developer-
friendly BlackBerry platform ever
RIM Confidential

12. Smooth transitions to BBX
HTML5 / Webworks
BBX
BB OS PlayBook
Platform
Smooth transition across QNX devices
BBX
PlayBook
Platform
RIM Confidential

13. Our Developer Platform
BlackBerry Handheld BlackBerry PlayBook & SuperPhone
Native +
BlackBerry Webworks Adobe AIR
Open
JDE HTML 5 / FLEX
Source
BlackBerry Cloud Services Architecture
(BES, BIS, Push, Maps, Payments, BBM, Scoreloop, etc.)
BlackBerry OS BBX OS
RIM Confidential

14. APIs to Help BlackBerry Apps
Succeed
Social integration: BBM APIs for connected applications
 Opportunity in mobile commerce for social buying (wishlists, gifting, sharing deal
finds with real-life friends)
Push API
 Opportunity for users to be instantly notified of recommended deals, new items,
etc.
“We really love the push capabilities from BlackBerry. Our developers need to
entice the user to come back to their app again and again…With push
technology, our apps are buzzing in their pocket, sending out notifications
when relevant content is available.”
• Developer Quote
BB Analytics
 Tools to analyze when and how your customers engage with your app
 Allows developers to optimize their customers’ experience and increase sales
“I’ve integrated the Analytics Service API on my latest game. It’s very useful
because the API allows me to track which game mode users play most, if a
level is too difficult for users to complete, and how much time they spend
playing the game in general.”
• Developer Quote
RIM Confidential

15. PlayBook 2.0 software
• Built-in native email, calendar and contacts
• Robust enterprise features including BlackBerry
Balance to allow management of Personal Liable
devices
• The previously announced Android App Player
• Enhanced Web browsing
• The availability of new consumer apps, multimedia and
video content
• BlackBerry Video Store
• 8,000 movies and TV shows available on demand to buy or rent,
as well as new movies releases on the same day as DVD
availability.
• With the built in HDMI output, the ability to enjoy videos on your TV
without the need to purchase additional system components
RIM Confidential

16. BlackBerry Super Apps
Engage your customers more intimately by deeply
integrating your business into their BlackBerry device
Native App Always-On Personalized & Viral
Integration Experience Contextualized Sharing
Email, Contacts, Calendar Proactive Notifications Location-Aware BBM Integration
Camera, Media Player Automated Updates Social Integration mCommerce
Maps, Phone Event-Driven Experiences
Simplicity. Connectedness. Relevancy. Discoverability.
Intimate Customer Relationship.

17. BlackBerry Messenger 6
(BBM6)
Developers:
Customers:
Turn Solitary Apps Social
Super Social Gaming, – a new class of Super
Sports, Entertainment, Apps
Productivity & more
• Share app • Monetization: 45M+
experiences– invite BBM users to make
friends to join, share apps and content viral
content, chat, • Discoverability: BBM
users can share apps
customize profiles
as easily as sending a
BBM
• Retention: increase
stickiness through 17

18. Developer Community
Engagement & Programs
A collaborative relationship to create
next-generation mobile social app
experiences

19. Community Programs
BlackBerry Alliance New Developer Groups
Program
• Tiered Program for Commercial Relationships
• Independent Software Vendors, System Integrators, Content
Providers, Hosters, Professional Service Providers, IT Resellers
• Technical Benefits such as:
• Application Development Consultant
• Smartphone and Software Programs
• And more!
• Sales and Marketing Benefits such as:
• Business Development Manager
Paid
• Co-operative Marketing
• BlackBerry Solutions Catalog
• And more!
Free
www.blackberryalliance.com
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20. Program Opportunities
Software as a Service (Hosting)
Only Associate, Select, and Elite Alliance Members may offer BlackBerry hosted
messaging services. Legal access to special per seat per month licensing as well as the no
charge option of Hosted BlackBerry Enterprise Server Express.
Systems Integrators/Professional Services Providers/Platform
Partners
Training tools exclusive to the Alliance Program to provide your staff with advanced
knowledge of BlackBerry Enterprise Server and Mobile Voice System. The optional
subscription to BlackBerry Technical Support Services for Partners arms you with a unique
service opportunity to assist with customer implementation projects that is only available to
Alliance Members.
Developers – Business and Consumer Applications
Depending on your commitment to the program, you will have front-of-the-line access to
new BlackBerry hardware and software products not yet released to the public. Pre-release
software is made available to help accelerate your development time and give you a time-
to-market advantage over other developers who are not in the Alliance Program.

21. Program Benefits
Our most sought after benefits, measured by partner requests and feedback,
are:
Devices – Free Device, Loaner Program, Discount Purchase Program;
Beta Programs – Software and Hardware;
Software Download Tool;
BIS-B, BES, BES Express;
Business Development Manager (Elite & Select members only);
BlackBerry Alliance Summit;
Alliance Membership Logo; and
Google AdWords Permission.
See next slides for a detailed breakdown of our Technical,
Marketing and Sales benefits.

22. Program Requirements - Basic
Registered
Partner Activity
Sign RIM NDA Not Required Required Required Required
Sign the Master
Not Required Required Required Required
Alliance Agreement
BlackBerry Technical
Not Required Required Required Required
Competencies
Complete and
Maintain Partner Required Required Required Required
Profile
To become a member of our program, partners must meet the requirements above and pay
the annual member fee. Program automatically renews every twelve (12) months. Partners
are automatically invoiced without having to express their interests in remaining in the
program. See next slide for Program Fees.

23. Program Requirements: Fees
Registered
Associate Fee
Open for Discussion depending on the
Waived For Thai
number of apps available
Developers
Not Applicable for Thailand
THAILAND
Market A Includes: All of North America, Austria, Bahrain, Belgium, Czech Republic, Denmark, Finland,
France, Germany, Gibraltar, Greece, Guernsey, Ireland, Israel, Italy, Japan, Jersey, Jordan, Kuwait, Lebanon,
Luxemburg, Monaco, Netherlands, New Zealand, Norway, Oman, Portugal, Puerto Rico, Qatar, San Marino,
Saudi Arabia, Spain, Sweden, Switzerland, UAE, United Kingdom
Market B Includes: APAC, Rest of World.

24. Program Enrollment
What are the Steps?
How to join our program:
1. Go to www.blackberryalliance.com and click on JOIN PROGRAM.
2. Fill out a registration form. Be sure to select the Tier of choice and complete
the form in its entirety. There are tips marked with a “?” to provide further
instructions during the process.
3. Once the registration form is submitted, your Legal Contact will be sent an email with
further instructions on how to review and agree to RIM’s legal documents (NDA, MAA).
4. After the legal process is complete, the Key Contact will be sent instructions for payment.
Please note that you will not be considered to be a VALID Member until all steps are complete.
Benefits and access to development tools will be made available at that time.

25. Partner Sphere: www.blackberryalliance.com
Partners will use this portal to:
• find program information and announcements
• access program benefits
• Manage their accounts
Program benefits can be found under the Membership
Center tab and Program Benefits sub-tab.

26. Need More Information?
Partner Sphere: www.blackberryalliances.co m
•This is the member portal where partners and RIM teams go to obtain
program information and gain access to program benefits.
Program Inquiries: alliances@blackberry.com
•Inquiries about the program can be addressed through our global
mailbox. For live assistance with development issues please refer to
http://us.blackberry.com/support/programs/technical/incident.jsp#tab_tab_
application

27. BlackBerry® App World™ 3.0 -
Carousel
• New Storefront Home Screen with
Get Noticed - Merchandising – App World Home
Graphical Carousel
• Auto Rotates through banners
• Each banner can represent a single
item or a group of items, e.g.
• App of the Week
• Disney Games
• Banners can be specific to Country /
Carrier / Device / Device OS
• Organized into Apps, Games and
Themes Channels
• Quick access to BBID and Payment
Options

28. 2011 BlackBerry Developers
Challenge
$3M USD in Prizes – Biggest Challenge Ever!
Series of Three Global Competitions
– Best Adobe® Flash™ or AIR™ app Closes August 12, 2011
– Most innovative BlackBerry® WebWorks™ app
on BlackBerry PlayBook and BlackBerry 6 & 7 Closes August 26, 2011
– Most addicting social app using
Closes September 23, 2011
the BBM™ Social Platform
New - Six Special Recognition Awards
http://www.blackberrypartnersfund.com/challenge
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30. Registration is now open for BlackBerry DevCon Asia
with some great offers:
– Free passes worth USD 200
– Free PlayBook for all registered attendees
– Award recognition of Developer Challenge from Asia

31. Partnering with RIM –
BlackBerry Platform and
Ecosystem
BlackBerry Alliances & Developer
Relations
31