44 2 7 7 999

66 33 9

999 33 2 777

Happy

New

Year999 33 2 777 Year

DevicesDevicesDevicesDevices

Blackberry at a Glance

• Led by CoLed by CoLed by CoLed by Co----CEO CEO CEO CEO Jim Jim Jim Jim BalsillieBalsillieBalsillieBalsillie and President and President and President and President Mike Mike Mike Mike LazaridisLazaridisLazaridisLazaridis

• 1987 Research in Motion founded in Waterloo, Canada

• 1997 IPO Toronto Stock Market

• 1999 launch 1st Blackberry smartphone

• 1999 IPO Nasdaq• 1999 IPO Nasdaq

• 2001 Introduced in Europe

• 03/08/2010 Unleashes Blackberry OS 6

• 27/09/2010 Unveils Blackberry Playbook

• 12/2010 – over 120mio Smartphone shipped

Key Milestone

30X growth in 8 years ~ 15bio$ (2010)

SubscriberSubscriberSubscriberSubscriber from 500.000 to 50mio (2010)1st1st in 100 Fastest-Growing Companies 2009 (Fortune)

2nd Smartphone Sales Q1.2010 (Worldwide)

3rd Top 500 Superbrands 2010 (The Centre for Brand Analysis)(The Centre for Brand Analysis)(The Centre for Brand Analysis)(The Centre for Brand Analysis)

4444ththththMobile Terminal Sales Q1.2010

11th Coolest Brand 2010

….

Distribution Model

425 Carriers & National Distributor

Vietnam Distributor

Brand Architecture

Brand Architecture

Blackberry Bold 9700 AD

Brand Vision

RELIABLE,RELIABLE,RELIABLE,RELIABLE,Best inBest inBest inBest in----class class class class Mobile connectivityBest inBest inBest inBest in----class class class class Mobile connectivityso you can so you can so you can so you can

live largelive largelive largelive large &achieve more

Brand-key

Root Strengths

Push Mail ImmediatelyImmediatelyImmediatelyImmediately

QWERTY KeyboardKeyboardKeyboardKeyboardQWERTY KeyboardKeyboardKeyboardKeyboard

Root Strengths

Blackberry Messenger

Competitive Environment

BusinessBusinessBusinessBusinessSmartphone & Software

Competitive Environment

Target

Upper Class BUSINESSBUSINESSBUSINESSBUSINESS people

Age 25-55. Who work in

ProfessionalExecutiveExecutiveExecutiveExecutive

&Industry SegmentTarget

Insight

Professional Image

Fast-paced JOB & LIVESInsight

Benefit

… Always Stay in TouchStay in TouchStay in TouchStay in Touch with

Discriminators

… Blackberry is focused on the Task at hand. It know It can deliverdeliverdeliverdeliverat hand. It know It can deliverdeliverdeliverdelivereverything you want…

in Work & Life

Values, Belief & Personality

WeSHOULDuse Blackberry

… to describe our company, our … to describe our company, our

product and our brand

… as a filtera filtera filtera filter or a standard a standard a standard a standard against which to measure our communications and behavior

Reason to believe

….could Anybody BUSIER than him?

Essence

EssenceDoDoDoDo what you Love

Love what you DoDoDoDoLove what you DoDoDoDo