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

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Johan Kremer

Head of Alliances for Southeast Asia

jkremer@rim.com BBMe: 27A9408E

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

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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

BlackBerry Customers Are Social, and Collaborate for fun and business

Top 5 Smartphone1

+16M downloads

+50M users

5M new users/month

70% users chat daily

#1 engagement

+23M daily active users

+32M active users monthly

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

29.9%

22.7%

18.7%

12.2%

11.5%

11.5%

8.4%

7.1%

6.9%

6.7%

Accessed social networking

Accessed weather

Accessed maps

Accessed search

Accessed sports information

Accessed news

Accessed photo or video sharing service

Accessed traffic reports

Accessed bank accounts

Accessed stock quotes or financial news

Top 10 Apps Accessed, US2

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Device & App Purchase Behavior

Build for BlackBerry 5 & 6… & 7

68% of users > fast adopters

88% Free app DLs 94% Paid app DLs

Data from May, 2011

> high app consumption

Top Free Apps

Top Free Apps in SEA

Top Paid Apps

Top Paid Apps in SEA

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

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

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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

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

BB OS PlayBook BBX Platform

PlayBook BBX Platform

HTML5 / Webworks

Smooth transition across QNX devices

RIM Confidential

Smooth transitions to BBX

Our Developer Platform

BlackBerry Handheld BlackBerry PlayBook & SuperPhone

BlackBerry Cloud Services Architecture (BES, BIS, Push, Maps, Payments, BBM, Scoreloop, etc.)

BlackBerry OS BBX OS

BlackBerry JDE

Webworks HTML 5

Adobe AIR / FLEX

Native + Open

Source

RIM Confidential

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

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

Native App Integration

Always-On Experience

Email, Contacts, Calendar Camera, Media Player

Maps, Phone

Proactive Notifications Automated Updates

Event-Driven Experiences

Personalized & Contextualized

Location-Aware Social Integration

BlackBerry Super Apps Engage your customers more intimately by deeply

integrating your business into their BlackBerry device

Simplicity. Connectedness. Relevancy.

Intimate Customer Relationship.

Viral Sharing

BBM Integration mCommerce

Discoverability.

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BlackBerry Messenger 6 (BBM6)

Customers: Super Social Gaming, Sports, Entertainment,

Productivity & more

• Share app experiences– invite friends to join, share content, chat, customize profiles

Developers: Turn Solitary Apps Social

– a new class of Super Apps

• Monetization: 45M+

BBM users to make apps and content viral

• Discoverability: BBM users can share apps as easily as sending a BBM

• Retention: increase stickiness through social interactions

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

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• 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 • Co-operative Marketing • BlackBerry Solutions Catalog • And more!

Community Programs New Developer Groups

www.blackberryalliance.com

BlackBerry Alliance Program

Paid

Free

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.

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.

Program Requirements - Basic

Partner Activity

Sign RIM NDA Not Required Required Required Required

Sign the Master Alliance Agreement Not Required Required Required Required

BlackBerry Technical Competencies Not Required Required Required Required

Complete and Maintain Partner Profile

Required Required Required Required

Registered

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.

Program Requirements: Fees

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.

Registered

Associate Fee Waived For Thai

Developers

Open for Discussion depending on the number of apps available

THAILAND

Not Applicable for Thailand

How to join our program:

Program Enrollment What are the Steps?

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.

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.

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

• New Storefront Home Screen with 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

BlackBerry® App World™ 3.0 - Carousel Get Noticed - Merchandising – App World Home

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2011 BlackBerry Developers Challenge $3M USD in Prizes – Biggest Challenge Ever!

Series of Three Global Competitions – Best Adobe® Flash™ or AIR™ app – Most innovative BlackBerry® WebWorks™ app on BlackBerry PlayBook and BlackBerry 6 & 7 – Most addicting social app using the BBM™ Social Platform

New - Six Special Recognition Awards

Closes August 12, 2011

Closes August 26, 2011

Closes September 23, 2011

http://www.blackberrypartnersfund.com/challenge

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

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

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