Operation: Disruptive Transformation

Overview
Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

CONFIDENTIAL

Objective
Drive colossal increase in consumer sales of RIM mobile devices Globally position RIM as 1)forward-thinking, 2) consumer-friendly and 3) "cool" Create exclusive new revenue opportunities through unique services, subscriptions and strategic partnerships
Don't be another car on the train. DRIVE the train!
Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview

The Situation
PROBLEM
RIM is an intellectually-charged purchase competing in an emotionally-driven marketplace.
RIM, in comparison, lacks the cool factor that is a key factor in driving consumers to purchase.

Wall Street isn't happy and needs to see immediate action and with results

SOLUTION
Transform RIM into a highly profitable "gottahave-it" solution
Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview

It's not about a new OS, a new product, a new app or even connecting on Facebook. It's about creating an emotionally rewarding experience based on consumers fundamental desires. The answer is hiding in plain sight.

Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview

The Bottom Line

Make it Cool

Increase Market Share

Increase Profit

Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview

Operation: Disruptive Transformation Details

I. Summary II. Situation Analysis III. Market Segmentation IV. Marketing Strategy V. Financial Analysis VI. Measurements VII. Conclusion VIII. Exhibits

Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview

Operation: Disruptive Transformation

Document prepared for Research in Motion August 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview

LEGAL DISCLAIMER i. This document is for evaluation purposes only. ii. This document is private and confidential and is not to be distributed without authors written consent. iii. All images used in this document are used for illustrative purposes only. iv. RIM, BlackBerry and all other logos are owned by their respective corporations and organizations.

Document prepared for Research in Motion June 2011 2011 John J. Simpson john@johnjsimpson.com

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Operation: Disruptive Transformation - Overview