1

2

3

Mobile Technology Analyst from Citi

4

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

5

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

LOW
• Relatively High Concentration Factor • Product Differentiation • Fast Industry Growth

6

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

LOW
• High Capital Intensity
• Relationships with Distributors • Strong Brand Equity • Economies of Scale and Learning

7

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

LOW
• Laptops, Netbooks, tablets, or PDAs • No Close Substitutes

8

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

• Switching Cost

LOW TO MODERATE

• Backward Integration is Becoming More Prominent • No Threat of Forward Integration

9

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

LOW TO MODERATE
• 2 Main Customer Groups

• Demand side externalities: Bandwagon effect

10

Rivalry
Threat of Entry Threat of Substitutes Supplier Power Buyer Power

Low Low Low Low to Moderate Low to Moderate

11

Chief Financial Officer from RIM

12

Revenues by Year
$20,000.00 $ in Millions $15,000.00 $10,000.00 $5,000.00 $2007 2008 2009 2010 Year 2011 2012
13

4
3.5 3 2.5 2

1.5
1 0.5 0 2007 2008 2009 2010 2011 2012

Current Ratio Quick Ratio

14


No outstanding debt
 Times Interest Earned ratio is zero

Outstanding debt of acquired companies is subsequently paid off

15

Fiscal Year 2011 2012

Q1 $769 $695

Q2 $797 $329

Q3 $911 $265

Q4 $934 ($125)

Less than desirable 2012 performance due to:
 R&D expenses  Margins

 Administrative costs

Fourth quarter loss due to goodwill impairment of $355 million
16

CEO of RS Consulting

17

International smartphone sales growth (full year 2011)

BlackBerry sales growth (full year 2011)

18

Year
2009

U. S.

Indonesia

2010

2011
19

Programs:
• Twitter customer service • Mobile banking • Promotion through BB

Results:
• Customer satisfaction • Convenience rating • Employee satisfaction
20

Indonesia

India

Saudi Arabia

Lebanon

United Arab Emirates
21

Chief Executive Officer from RIM

22

Arenas

Staging & Placing

Economic Logic

Vehicles

Differentiators

23

Arenas
Staging & Placing Economic Logic


Vehicles

Mobile phone OS device design and manufacturing. Operate all over world.

Differentiators

24


Arenas

 

Staging & Placing

Economic Logic Vehicles


Differentiators

Direct sales Third party sales Sell through wholesalers and retailers Brick and mortar Online direct sales network
25


Arenas

 
Vehicles

Staging & Placing

Economic Logic

Proprietary OS Most secure system Professionalbased platform

Differentiators

26


Arenas


Staging Economic & Logic Placing
Differentiators Vehicles

Blackberry 10 OS debuting this year New Blackberry Bold and Torch platforms in the market

27


Arenas

Staging & Placing

Economic Logic
Differentiators

Premium pricing Gain from network externalities

Vehicles

28

Arenas

Staging & Placing

Economic Logic

Vehicles

Differentiators

29

Blackberry Pro Mobile Platform Blackberry Bold Reinvention Focus on Operational Excellence

• Targeted to enterprise buyers • Security, functionality, • Lower Price, middle market phone reliability, ease of use • Consumer-oriented functionality including • expanded app access, high megapixel Premium price
camera, touchscreen • On time product launches • Reliable devices using proprietary software • Strengthen RIM Emulator to expand application access
30

31

Blackberry Pro Mobile Platform Blackberry Bold Reinvention Focus on Operational Excellence

• Targeted to enterprise buyers • Security, functionality, reliability, ease of use • Premium price

• Lower Price, middle market phone • Consumer-oriented functionality • Quality over quantity app • On time product launches strategy • Reliable devices using proprietary software
• Strengthen RIM Emulator to expand application access

32

Blackberry Pro Mobile Platform Blackberry Bold Reinvention Focus on Operational Excellence

• Targeted to enterprise buyers • Security, functionality, reliability, ease of use • Premium price • Lower Price, middle market phone • Consumer-oriented functionality including expanded app access, high megapixel • camera, touchscreen On time product launches

• Annual device and software updates
33

Blackberry Pro Mobile Platform Blackberry Bold Reinvention Focus on Operational Excellence

• Targeted to enterprise buyers • Security, functionality, reliability, ease of use • Premium price • Lower Price, middle market phone • Consumer-oriented functionality including expanded app access, high megapixel camera, touchscreen • Quality over quantity app strategy • On time product launches • Annual device and software updates
34

35

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