Blackberry 2012 Annual Report Download - page 24

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• Continue leveraging the BlackBerry brand internationally. With a global subscriber base of more than 77 million users as of
the end of fiscal 2012, BlackBerry is the number-one smartphone in many markets. With the popularity of services such as
BBM, the Company’s leading mobile social platform with more than 55 million active BBM customers around the world,
BlackBerry smartphones are embraced internationally for both their user experience and cost effectiveness for both carriers and
customers. As smartphones still have a low penetration rate in many international markets, the Company plans to continue to
invest to leverage its capabilities and strong brand recognition in these markets, and will implement strategies that allow it to
a
gg
ressivel
y
p
ursue subscriber
g
rowth and further solidif
y
RIM’s
p
ositionin
g
in these ke
y
market se
g
ments.
• Grow BlackBerry services capability. RIM intends to grow its capabilities to expand its services beyond its current offerings
which include real-time data
p
ush services such as BBM, market-leadin
g
securit
y
and backend inte
g
ration with carrier s
y
stems.
• Maintain market leadership in the enterprise market and expand RIM’s customer base. RIM intends to maintain its
position as a market leader in the enterprise market through a variety of strategies including focused sales and marketing efforts,
the continued use of strategic alliances and relationships to promote the sale of its products and services, as well as utilizing
indirect sales and marketing teams. RIM intends to expand its leadership through providing enterprise customers with new tools
such as BlackBerry Mobile Fusion and BlackBerry Balance. These tools allow businesses to manage the growing IT trend of
securely supporting multiple devices and operating systems, as well as employees’ personal devices, within a single corporate IT
infrastructure.
• Achieve best in class operational metrics. RIM intends to simplify business processes and target areas of the business where
greater efficiencies can be achieved. The Company is focused on driving best in class operational metrics through the
implementation of broad efficiency programs across all functions in the organization. Through the Company’s CORE program,
the Company is targeting areas such as product lifecycle management, supply chain management and business support services
to achieve best in class o
p
erational metrics.
• Continue to invest in highly qualified personnel. RIM believes that the quality and skills of its employees have been key
factors in its success to date. RIM intends to continue its recruiting strategies and operations worldwide to support its product
development and growth strategies. RIM intends to retain, attract and develop personnel to drive organizational performance and
foster an environment of innovation, learning and development for the Company’s talented workforce. In order to fully realize
the potential of the Company’s personnel, the Company is also focused on realigning its organizational structure to reduce
com
p
lexit
y
and increase accountabilit
y
to create a more effective work environment for its
p
ersonnel.