Blackberry 2000 Annual Report Download - page 6

Sales and Marketing
During the past year, RIM developed a broad, highly
effective sales team. Individuals and teams within the
sales group are focused on BlackBerry Exchange Edition™
sales, BlackBerry Internet Edition™ sales, channel partner
relationships, network sales to BellSouth Wireless Data,
Motient and Rogers™ AT& T®Wireless, as well as radio
modem sales.
Given that BlackBerry Exchange Edition is a service
business, front-line sales must be supported by a customer
service team. This group focuses on client, developer and
inside sales support, as well as billing and information
systems. RIM continues to build on the strength of this
team to enhance its performance in each area.
The RIM marketing team is taking the BlackBerry
name and turning it into a brand synonymous
with wireless email. Promotions with our channel
partners, countless media articles, positive product
reviews, direct mailings, co-op marketing programs, as
well as effective marketing collateral and messaging have
contributed to the awareness of RIM and BlackBerry.
Going forward into fiscal 2001, awareness and strength
of the BlackBerry brand should continue to grow as
additional partners such as Aether Systems Inc., Compaq®
Computer Corporation, Motient, Rogers AT&T Wireless
and SkyTel®Communications market their services under
the BlackBerry brand.
Manufacturing
The convergence of the computing world with radio
technology is complex and demanding. We consider our
expertise in manufacturing radio frequency (RF) products,
such as wireless radio modems, to be a core strength of
the Company. RIM’s engineers work closely with our
production team to design products that optimize
manufacturing efficiency, while maintaining high
quality standards.
By working with several dedicated supply partners, we
ensure that integrated circuits, boards, displays and other
necessary components are built to our exact specifications
and optimal quantities. We have also designed our own
testing and calibration equipment to deliver extremely
high production yields.
The end result is award-winning and industry-leading
products.
We continue to ramp up capacity and are working
to bring on new manufacturing facilities in line with
anticipated increases in demand.
Partnerships and Alliances
A major factor in RIM’s success has been the ability to
partner effectively with technology innovators, network
operators, software developers and distributors.
The list of RIM’s significant partners is extensive. Some
of the recent alliances expected to positively impact the
upcoming year include Aether, America Online, Inc.,
Compaq, Earthlink™ Inc., Nortel Networks™, and Sun®
Microsystems, Inc. Continued strong relationships with
our network partners, BellSouth Wireless Data, Motient
and Rogers AT& T Wireless, will also be critical in
fiscal 2001.
Appliance Platform
The availability of third party applications on RIM
Wireless Handhelds will continue to be an important
selling feature over the next few years as more people
turn to wireless devices as complete solutions for their
mobile communication needs.
Currently, there are a number of applications available
for RIM Wireless Handhelds. These include wireless web
access, dispatching services, auto location notification and
law enforcement applications. We continue to make
additional applications available and bring them quickly
to market.
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Letter to Shareholders continued