Blackberry 2012 Annual Report Download - page 23

16
• Leveraging the BlackBerry PlayBook to grow in targeted tablet markets. The BlackBerry PlayBook, based on the
Company’s high performance QNX Neutrino microkernel architecture, represents RIM’s initial entrance into the emerging tablet
market. With its slim and lightweight form factor, combined with its powerful multitasking, strong web browsing, HD video
capability and secure microkernel architecture, the Blackberry Playbook is designed to meet the needs of a wide variety of users
from high performance gaming enthusiasts, to security focused enterprises and government agencies. QNX provides the
powerful software foundation that RIM believes gives the BlackBerry PlayBook the ability to redefine the limits of mobile
computing with exceptional performance, high scalability and support for industry standard tools that are already familiar to
hundreds of thousands of developers. In conjunction with the launch of BlackBerry 10 smartphones, the Company plans to focus
on tar
g
etin
g
and
g
rowin
g
its tablet
p
resence in ke
y
enter
p
rise and consumer markets with future
g
eneration tablets.
• Leveraging and capitalizing on the embedded market. Over the past 30 years, QNX software has become a big part of
everyday life, with people encountering QNX-controlled systems while driving, shopping, watching television, using the
Internet, or even turning on a light. With its reliable characteristics, QNX software has been a preferred choice for life-critical
systems such as air traffic control systems, surgical equipment, and nuclear power plants. The QNX powerful multimedia
features can be found in a variety of products from in-dash radios and infotainment systems to casino gaming terminals. With
mobile computing continuing to rapidly integrate with embedded operating systems, the Company plans to leverage its powerful
mobility and embedded technologies to provide even higher-performance applications for markets such as telecommunications,
automotive, medical instrumentation, automation and securit
y
.
• Seek strategic alliances and relationships. RIM intends to broaden the scope of and continue to strengthen and develop its
strategic alliances. The Company may also consider new types of partnerships and relationships which could involve closer
collaboration with other technology leaders to affirm and enhance the Company’s competitive position as a primary mobile
device and solutions provider. Areas of strategic alliances and relationships include, but are not limited to, software application
developers and companies, global telecommunications carriers, intranet and Internet applications and portal companies, Internet
social networking providers, multimedia content providers, gaming platform vendors, consumer electronics retailers, microchip
and other manufacturers, and
g
lobal s
y
stems inte
g
rators.
• Grow the BlackBerry App Ecosystem and developer community. An application-rich ecosystem is critical to succeeding in
the mobile smartphone and tablet marketplace, and RIM intends to continue to invest in its network of thousands of commercial,
independent and corporate software developers focussed on developing consumer and enterprise level applications for
BlackBerry smartphones and BlackBerry PlayBook tablets. BlackBerry App World™, the online applications storefront
accessible through a BlackBerry device, is now available to customers in more than 148 countries. More than two billion
applications have been downloaded to date through BlackBerry App World, with approximately six million downloads
occurring daily. The Company also expanded its developer base and application catalogue through the development of
BlackBerry tools for Android Apps. Through the Company’s Android Player, Android developers can easily port Android
applications to BlackBerry App World for BlackBerry PlayBook users, and for future BlackBerry 10 devices. The Company
plans to continue to invest in this critical ecosystem to ensure developers are able to successfully monetize their efforts of
creating consumer and enterprise applications that give BlackBerry users exciting and productive ways to use their BlackBerry
smart
p
hones and BlackBerr
y
Pla
y
Book tablets.