DANYS SOLUTIONS

Global Expansion

Jim Balsillie & Mike Lazaridis

First RIM Product1992

Blackberry Product Line

Majority of Blackberry users are aged 35-44, in Business and Career orientated environments

Research in Motion is currently trying to penetrate the markets of 25-34 and 18-24

-targeting younger generations

Other Potential Target Markets

“PC Magazine Editor’s Choice Award”

“LAPTOP Magazine Editors’ Choice Award”

“GSMA Chairman’s Award”

“GSMA’s Best Mobile Technology Breakthrough Award”

Quarterly Report 2008 + 2009

4Q 2008 4Q 20090

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Product Life Cycle

Blackberry X-Berry™Controller

Connects the handset to the console

Pressure Sensitive buttons

8-way directional pad

JoystickJoystick

X-Berry Gaming

• Joystick• 8-way directional control pad• X-Link™ button that automatically connects

the handset to the nearest Xbox™ Console• Memory Card Reader - insert games, movies,

T.V shows or music• Stores gaming profiles, stats and images

High Resolution Screen

X-Link™ button to connect to multiplayer

Blackberry X-Berry™Handheld Gaming

Blackberry X-Berry™ Features

• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS

• Memory Card Slot

Increase Memory

Along with the standard 8GB built-in memory, purchase extra cards to boost the memory capacity up to 16GB

Blackberry X-Berry™ Features

• Multi-functional – Can act as both a wireless Xbox™ controller, as well as a handheld gaming device

• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS• Memory Card Slot

ConnectivityHigh speed internet through your service provider.

Data displayed on 4 inch, colour rich, HTML web browser.

Wireless Internet (WiFi) or 3G Wireless from your service provider.

Blackberry X-Berry™ Features

• Wireless internet

• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS• Memory Card Slot

Built-In Canon™ Digital Camera

Incorporated 4 Mega Pixel Canon™ Camera with 10x zoom and integrated flash.

Blackberry X-Berry™ Features

• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared

• Wireless Headphones• HTML Browser• MMS• Memory Card Slot – increase the memory

(extra space for media etc.)

Wireless Headphones

Listen to audio freely, without the need for annoying wires

Blackberry X-Berry™

“…Beats the Iphone hands down”

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“Revolutionary”

- “…greatest Smartphone out”

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“Everyone should own one!”

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Product Based Alternative 2:Research and Development

of Apps

Develpe more appsDevelop more Apps

Harvard Business School

Set Up and Create an App Team

New Programmers Interface

Thats Simpler

Iphone Blackberry0

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90000

Number of Apps

New BatteryIphone DevelopersCan becomeBB Developers

Blackberry is #1. Its way easier for me to build apps

now.IPHONE SUCKS

Focus app building toward gamers

Partner with Video game companies

Offer Free BB developer

courses

Make Apps easy and functional for all ages

And soon everyone will have a Blackberry and be making Apps

These Apps make my blackberry

even better. GO buy one

The AMD Key35% less energy usage.Lightning quick data transfer rate.

Introducing the worlds firstScattercam.

The Blackberry Bud

• Totally mobile wireless streaming.

• Waterproof• Magnetic• Motion activated

mode

SECURITY ALERT

911 DISMISS

SECURITY ALERT REC

Workplace Security

Blackberry Bud.

TOP SECRET

Product LaunchLIEPZIG GAME CONVENTION

2010

Retail Partners

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VS

Expanding Our Market Share

• Demographics

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I Phone UsersBlackberry Users

• Age Groups

3 to 12

13 to 17

18 to 34

35 to 49

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I phone usersBlackberry Users

Expanding Our Market Share

13 to 17 Hispanics0

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I phoneBlackberry

13 to 17 Hispanics0

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X Box Users

X Box Users

Competitive PricingCost to retailer X-berry $259

M.S.R.P. X-berry $349

M.S.R.P. PSP go $249

M.S.R.P. I pod 3rd G $389

Total PSP + I pod $638

Competitive Pricing

• Massive YouTube “Guerilla” Marketing Campaign• Coordinate product leak with any competing product launch.• Push on-line product placement