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Mobile Technology Analyst from Citi

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RivalryThreat of Entry Threat of Substitutes Supplier Power Buyer Power

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RivalryThreat of Entry Threat of Substitutes Supplier Power Buyer Power

LOW Relatively High Concentration Factor Product Differentiation Fast Industry Growth

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RivalryThreat of Entry Threat of Substitutes Supplier Power Buyer Power

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

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RivalryThreat of Entry Threat of Substitutes Supplier Power Buyer Power

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

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RivalryThreat 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

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RivalryThreat of Entry Threat of Substitutes Supplier Power Buyer Power

LOW TO MODERATE 2 Main Customer Groups

Demand side externalities: Bandwagon effect

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RivalryThreat of Entry Threat of Substitutes Supplier Power Buyer Power

Low Low Low Low to Moderate Low to Moderate

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Chief Financial Officer from RIM

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Revenues by Year$20,000.00 $ in Millions $15,000.00 $10,000.00 $5,000.00 $2007 2008 2009 2010 Year 2011 201213

43.5 3 2.5 2

1.51 0.5 0 2007 2008 2009 2010 2011 2012

Current Ratio Quick Ratio

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No outstanding debt Times Interest Earned ratio is zero

Outstanding debt of acquired companies is subsequently paid off

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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 million16

CEO of RS Consulting

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International smartphone sales growth (full year 2011)

BlackBerry sales growth (full year 2011)

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Year2009

U. S.

Indonesia

2010

201119

Programs: Twitter customer service Mobile banking Promotion through BB

Results: Customer satisfaction Convenience rating Employee satisfaction20

Indonesia

India

Saudi Arabia

Lebanon

United Arab Emirates21

Chief Executive Officer from RIM

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Arenas

Staging & Placing

Economic Logic

Vehicles

Differentiators

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ArenasStaging & Placing Economic Logic

Vehicles

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

Differentiators

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Arenas

Staging & Placing

Economic Logic Vehicles

Differentiators

Direct sales Third party sales Sell through wholesalers and retailers Brick and mortar Online direct sales network25

Arenas

Vehicles

Staging & Placing

Economic Logic

Proprietary OS Most secure system Professionalbased platform

Differentiators

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Arenas

Staging Economic & Logic PlacingDifferentiators Vehicles

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

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Arenas

Staging & Placing

Economic LogicDifferentiators

Premium pricing Gain from network externalities

Vehicles

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Arenas

Staging & Placing

Economic Logic

Vehicles

Differentiators

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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 pricecamera, touchscreen On time product launches Reliable devices using proprietary software Strengthen RIM Emulator to expand application access30

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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

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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 updates33

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 updates34

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