Blackberry 2013 Annual Report Download - page 25

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monetize their efforts of creating consumer and enterprise applications that give BlackBerry users exciting and productive ways
to use their BlackBerr
y
smart
p
hones and BlackBerr
y
Pla
y
Book tablets.
• Continue leveraging the BlackBerry brand internationally. With a global subscriber base of more than 76 million users as of
the end of fiscal 2013, BlackBerry is the number-one smartphone in many markets. With the popularity of services such as
BBM, the Company’s leading mobile social platform, BlackBerry smartphones are embraced internationally for both their user
experience and cost effectiveness for both carriers and customers. The Company plans to continue to invest to leverage its
capabilities and strong brand recognition in global markets with the most potential and value, and will implement strategies that
allow it to a
gg
ressivel
y
p
ursue subscriber
g
rowth and further solidif
y
BlackBerr
y
’s
p
ositionin
g
as a to
p
3 mobile
p
latform.
• Grow BlackBerry services capability. BlackBerry intends to grow its capabilities to expand its services beyond its current
offerings which include real-time data push services such as BBM, market-leading security and backend integration with carrier
s
y
stems.
• Establish BlackBerry as a leader in Enterprise Mobility Management and expand vertical customer base. BlackBerry
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. BlackBerry intends to become a leader in Enterprise Mobile Management
and has launched BlackBerry Enterprise Service 10 with plans to support major mobile OS platforms including BlackBerry
smartphones and tablets, Android and iOS. 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.
BlackBerr
y
also intends to levera
g
e its stren
g
ths and ex
p
and further into strate
g
ic vertical markets.
• Achieve best in class operational metrics. BlackBerry intends to further 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 operational metrics. In addition, the Company intends to continue transforming the
organizational culture to reduce complexities and increase accountabilities while aligning employees behind the BlackBerry
vision, mission and values.
• Continue to invest in highly qualified personnel. BlackBerry believes that the quality and skills of its employees have been
key factors in its success to date. The Company intends to continue its recruiting strategies and operations worldwide to support
its product development and growth strategies and ensure the needed strategic capabilities are in place. BlackBerry intends to
retain, attract and develop employees to drive organizational performance and foster an environment of innovation, learning and
develo
p
ment for the Com
p
an
y
’s talented workforce while ensurin
g
a cost effective or
g
anization.
• Targeted acquisition and investment strategy. BlackBerry continues to evaluate and purchase companies and make
investments in products that provide opportunities for growth or expansion of the BlackBerry value proposition. These may
include but are not limited to companies or products related to software, wireless solutions, security, and applications, among
others. The Company also intends to continue to purchase intellectual property (“IP”) in various forms and technologies when
a
pp
ro
p
riate o
pp
ortunities arise.