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Success Factors

Through development of an integrated hardware, software and service platform that support multiple wireless network standards, the

Company provides end-to-end wireless solutions for seamless access to information, including email, voice, instant messaging, short

message service (“SMS”), Internet and intranet-based browsing, multimedia content and features, and consumer and business

applications. The Company’s integration and focus of research and development in radio frequency, hardware and software design,

OS development, antenna design, circuit board design, integrated circuit design, power management, industrial design, and

manufacturing engineering result in cost-effective solutions that offer the ability to multi-task applications, a strong web browsing

experience, a compelling platform for third party application development, ease of use, small size and attractive design, efficient

bandwidth use, lengthy battery life, robust security and a significant return on investment to customers.

The Company believes that the following characteristics give the Company a competitive advantage and differentiate its products and

services from those of its competitors:

• re

ulator

barriers, such as Federal Communications Commission (“FCC”) a

roval and network certification; and

• market and brand reco

nition of industr

leaders.

•

alancing IT and Consumer Demands. The Company has consistently developed products that balance end users’

demand for features with the demands of IT managers for security and manageability. The Company’s focus on business-

grade solutions has won the Company a market-leading role in the enterprise market, while at the same time, BlackBerry

continues to be widely embraced by consumers looking for robust smartphone features including instant messaging, email

multimedia, web browsing and enhanced voice features. The Company also intends to grow its leadership position by

offering IT departments tools that support the growing trend of BYOD to the corporate environment. To capitalize on this

market, the Company has introduced products such as BlackBerry Enterprise Service 10 and BlackBerry Balance, which

give IT departments the ability to securely monitor multiple OS platforms using the Company’s existing infrastructure, and

securel

rotect cor

orate data on an em

ee’s

ersonal smart

hone or tablet.

•

ntellectual Property Rights. The Company has sought to protect the technology that it has developed through a

combination of

atent, co

ht and trade secret

rotection as well as throu

h contractual arran

ements.

• Strength of the BlackBerry Brand and Market Awareness. BlackBerry is a globally recognized, trusted smartphone brand

and continues to rank among the most recognizable brands worldwide. In certain markets, brand alone is a strong influence

urchase decision.

• Support for Multiple Carriers, Geographies and Network Protocols. The BlackBerry solution offers choice and

mana

eabilit

for

lobal customers. Throu

h relationshi