1. {
The BlackBerry Opportunity
Justin Lee
Application Development Consultant
Research In Motion
juslee@rim.com
2.
3. 3
Storefront Reach
Over 78 Million subscribers
175 markets supported
Over 2.6 Billion apps downloaded
24 languages supported
Averaging over 177 Million downloads
per month
Over 70,000 apps available
4. 4
@twitterhandle
Ecosystem Success
986 BBM Connected Apps
have generated 270+ Million downloads
BlackBerry App World is the #1 Growing Store
in the past quarter (Distimo Q1 2012)
240% growth in registered vendors in the last quarter
Top vendor using in-app payment has earned over $230k
Top Vendor using BlackBerry Ad Service has earned over
$240K
5. 5
BlackBerry App World
on BlackBerry 7.x
60% Growth in Revenue
Quarter over Quarter
BlackBerry 7 smartphones generate
4x higher ARPU than BlackBerry 6
OS and 5 OS
BlackBerry 7 already makes up 25 %
of total App World Revenue
6. BlackBerry App World
on BlackBerry PlayBook
BlackBerry PlayBook is the
No.1 Revenue generating device
Over 60% of Playbook owners
download at least one app each
month (Q1 2012)
8. 8
Where Developers Make Money
BlackBerry App World
BlackBerry App World has more paid downloads
per month than the Android Market
(Yankee Research Group)
In Q2 2011, BlackBerry App World generated
43% more average daily downloads per app than
App Store (research2guidance)
BlackBerry apps generate 40%
more revenue than Android apps
(Vision Mobile)
9. 9
Storefront Features & Benefits Current Features
Multiple Feature Easy Discovery Multiple Payment Monetization Opportunities
Opportunities Universal Search & App Details Options
Dedicated Channels Top Lists & New Arrivals PayPal New Subscription Options
Spotlight Banners App Social Sharing Credit Card In-App Advertising
Cross-Platform Promotion Content Industry Carrier Billing* Sell Digital Goods
Rating & Filtering Request a Gift
*Carrier dependent
21. Cascades C++
http://developer.blackberry.com/cascades
22. What is Cascades?
Easy to use UI framework for delivering the astonishing user
experience through advanced rendering
• Rich set of core UI components
• Built in signature effects
• Pre-packaged interaction design
• Easy data binding to various data sources (SQL/XML/JSON)
• Ease of integration with platform services
• C++ and/or QML/JavaScript® power for the same object model
27. Why HTML5 & WebWorks?
Utilize your existing Web experience
Extend with BlackBerry® WebWorks™ framework
to securely access native level functionality
Rich hardware accelerated UI on BlackBerry 7, BlackBerry Tablet OS
and BlackBerry 10
BlackBerry WebWorks Supported on all handheld and tablet platforms
from BlackBerry 5 through BlackBerry 10
28. Kick-Ass Performance & Capabilities
PlayBook 2.0 and BB10 bring WebGL support and hardware accelerated CSS & Canvas
29. Development Environment
Use Ripple to minimize the need for Simulators
• Reduce the need to compile your code
• Emulate application functionality in a familiar
• environment
• Package and Deploy as final steps of development
Use your favorite IDE or text editor for authoring
your code
Web Inspector allows for debugging both in Ripple
and on the device
30. Community
http://blackberry.github.com
• WebKit
• Ripple
• WebWorks
• Samples
• Community API extensions
• Toolkits (Alice.js, bbUI.js)
Active contributions to Cordova (aka
PhoneGap), jQuery Mobile, WebKit and more
32. Overview
• Enable Android software stack running on the BlackBerry PlayBook
tablet, including
̶ Application framework
̶ Dalvik Virtual machine
̶ Graphics and media
̶ Structured data storage, e.g. SQLite®
̶ Device access, e.g. GPS, accelerometer, compass, etc.
̶ Optimized performance; NOT virtualized
̶ Tightly integrated with the underlying OS
• Currently based on Android 2.3.3 (aka Gingerbread)
33. System Integration
Hardware accelerated OpenGL ES Graphics
Media Framework
Multi-touch
Sensors (Accelerometer, gyroscope, compass, etc.)
Networking
BlackBerry PlayBook tablet Virtual Keyboard
UX / BlackBerry PlayBook tablet Home Screen
34. System Integration (Cont’)
Implicit Intents with launching applications
• Email, Camera, Photo Gallery, Video Recorder, Settings, etc.
Implicit Intents with launching file viewers
• .pdf, .doc, .xls, .ppt, .png, .jpg, .gif, audio, video, etc.
Shared storage for public data
• /sdcard/ -> /accounts/1000/shared/misc/android/
• Accessible by other native applications and through USB
35. Repackaging your App
Installation
• Android application is packaged as a BlackBerry Archive (BAR)
• Deploy through BlackBerry® App World™ like other BlackBerry PlayBook
tablet apps
Minimum effort
• 65% of the existing Android applications
require no change
36. Tools
ADT Plug-in for Eclipse® + BlackBerry Plug-in for ADT
• BlackBerry PlayBook tablet is just another device target for your existing
Android project
• Debugging applications on BlackBerry PlayBook tablet just like on other
Android devices
Repackaging your existing Android applications
• Online tool: http://developer.blackberry.com/android/bpaa/
• Command line tools
37. Android Compatibility
Android 2.3.3; API level 10
Most APIs are fully supported with a few exceptions:
̶ NDK
̶ Add-on libraries, e.g. Google Maps™, C2DM etc.
̶ Embedded camera view through android.hardware.Camera API
̶ SIP, VOIP, Bluetooth®
̶ Widgets
̶ Applications with no UI
̶ HTTP progressive streaming
37
39. BlackBerry 5/6/7 BlackBerry 10
BlackBerry 5/6/7 has a worldwide audience of >78M and growing
• BlackBerry 5/6/7 will be a huge and lucrative market for years to come
• We are fully supporting the community and providing enhancements and
updates to tools, APIs and OS features
• Focus on ease-of-development across OS versions (#1 pain point)
BlackBerry PlayBook is a great place to get started!
• Did you know that PlayBook makes up 22% of paid app downloads in App
World? (Nov 1 – Feb 1)
40. BlackBerry 5/6/7 BlackBerry 10
We are absolutely committed to helping our developers with the
transition to BlackBerry 10
• Capabilities and functionality will carry forward from BlackBerry 7 to
BlackBerry 10
• Tools, docs, best practices, support will be provided to make the transition
as seamless as possible
• HTML5 provides a future-proof option for developers
• BlackBerry 10 environment choice will depend on individual developer &
app
41. What makes a Super App
Understand Your Market(s) and Customer Needs
Language, Economics, Available Payment Type
Simplicity.
Leverage the BlackBerry Platform
Deeply Integrated, Always-On Experience, Relevance.
Personalized & Contextualized, BBM Connected
Native App Integration Delight.
Emails, Contacts, Calendar, Camera, Media
Player, Maps, Phone
42. Leverage the
BlackBerry Platform
Deeply Integrated, Personalized
and Contextualized
BBM Connected
Increased Engagement
and App Stickiness
Increased Discoverability
Increased Monetization
43. BlackBerry Tag
Peer-to-Peer NFC (Near Field Communication)
capabilities introduced in BlackBerry 7.1.0
Easily share and exchange information
between two NFC-enabled devices with
a simple ‘tap to share’
API available to allow third parties to leverage
this functionality within their apps
44. Monetize
Understand Your Market(s)
and Customer Needs
Pricing and value differs
throughout the world
Availability of Credit Card/PayPal
BlackBerry Payment Service: Digital
Goods and Subscriptions
BlackBerry Advertising Service:
Ads Can Make You Money
45. 4
5
Partner with Marketing
BlackBerryAppWorldMarketing@rim.com
Get Featured!
Content Calendar
Align to Contextual, seasonal or BlackBerry events
Integrated Marketing Channels
Digital Marketing
Social Media
PR
Direct Marketing
Partner Co-marketing
Carrier Channels
Indirect Channels
Vendor Channels
Special Offers
Carrier Offers
BlackBerry Offers
Smartphone reach is 77MPlaybook reach is Over 1M in 44 Markets Webstore 3.1 = Currently supports 13 languagesEFIGS, JA, PT-BR, Simplified Chinese, Traditional Chinese, Thai, Indonesian, Vietnamese, DutchKorean will be added (Webstore 3.1.1) HH Client 3.1 = Currently supports 14 languagesEFIGS, JA, PT-BR, Simplified Chinese, Traditional Chinese, Thai, Indonesian, Vietnamese, Dutch, KoreanPlayBook Client 2.0 = Currently supports 24 languages EnglishEnglish UKDutchFrenchGermanItalianSpanishBasqueBrazilian PortugueseCatalanCroatianCzechDanishEuropean PortugueseGalicianGreekHungarianIndonesianNorwegianPolishRomanianRussianSwedishTurkish
986 BBM Connected Apps have generated 270+ Million downloads (since launch late-July 2011) BlackBerry App World is the #1 Growing Store in the past quarter (Distimo Q1 2012) – 69% growth in apps available (see appendix) 137% growth in registered vendors in just 4 months (Vendor registered in 2011 (8757)/ 2012 (11,771)) Top vendor using in-app payment has earned over $230k (all-time)
Returning buyers data based on January-March 2012 (its really specific to all devices but other logic would apply that it should be even more on BB7)ARPU data based on March 2012 data
PlayBook downloads account for 24% of revenue (Jan 1 to Apr 1/12) (see appendix) Returning Buyers data based on January – March 2012Total PB Apps Up for Sale = Free 8929/ Paid 6785 Up for Sale
Note: DATA IS FOR PERIOD JAN 1 TO APR 1/2012 NA #1 for Revenue PlayBook #1 Device for Revenue 3 out of Top 10 Devices are BB7 devices LATAM is #1 for Total Downloads (free & paid)Top 10 Devices Based on App World Revenue: GlobalPlayBook 9800 9900 8520 9300 9780 9700 9810 9360 8530
Version 3 massive leap forward for App World, Much improved merchandising and app discovery UI overhaul. We also added: new ‘my account’ section for easier managing of payment options and preferences channels for different types of content, including a carrier channel option to enable our carrier partners to promote...- We made App World social by making it easy to share apps with friends and contacts via BBM, Twitter, Facebook, email and SMS directly from the app details screenApp World 3.1 brings even more improvements to the customer experience.Carrier billing now the default option – addresses lack of payment information barrier to app purchaseGifting - introducing concept requesting and buying gifts via BB app, a game, a theme, a ringtone build on BBM as a social platform we’re enabling users to buy gifts for one other based on requests via BBMWi-Fi only – no data plan required significant increase in addressable marketRating and filtering – adding to the categorisation of apps – more targeted merchandising, better experience for the end-customer, particularly for hot topic of adult content filtering.
Scene graph based GPU-accelerated compositionPowerful layout and animation systemHybrid UIs combining 2D and 3D elementsCustom and highly flexible list layoutsFlexible threading model for liquid graphics
Understand Your Market(s) and Customer Needs Language, Economics, Available Payment TypeLeverage the BlackBerry Platform Deeply Integrated, Always-On Experience, Personalized & ContextualizedBBM Connected Tap into power of BBM by allowing users to connect friendsIncreased Engagement & App Stickiness: Add an addicting social element to your apps by allowing users to connect friendsIncreased Discoverability Word about your application can travel fast in the BBM communityIncreased Monetization Let BBM users make an app and content go viral increasing revenue and profitOptimize Your BrandYour App Name Is KeyHave fun with your app name, but keep it simple and immediately recognisable. Give your app a relevant name to boost discoverability and make it memorableRemember to include your app name and a few key words in your description to increase search result placement.Ensure you have a compelling Feature Image & Short Description uploaded to the Vendor Portal
Hotel keys pilot trial, opening doors badgesShare experiences like never before through BBM and new peer to peer connections via BlackBerry® Tag. Announce new app downloads to your BBM profile and let your contacts know when you’ve downloaded a free or paid application.Share your favorite apps or a list of your downloaded apps with a simple tap or devices.
Understand Your Market(s) and Customer Needs:Language, Economics, Available Payment TypeKey Take Aways:For BB10 all distribution happens through BlackBerry App World.Depending on the Sub base, Payment Option availability you will want to leverage different payment types to optimize revenue n certain markets.
The basic premise is that once the BB10 application makes $1,000, RIM guarantees the app will make $10,000…If the app doesn’t make $10,000, RIM will cut a cheque to the developer for the difference.