Blackberry 2014 Annual Report Download - page 18
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10
as Secure Work Space, which give IT departments the ability to securely monitor and control multiple OS platforms, and
securely protect corporate data on an employee’s personal smartphone or tablet.
Products designed for deployment by enterprise IT departments typically include a smartphone or tablet that is deployed in
conjunction with behind-the-firewall messaging and other data servers. Consumer market offerings are chosen by the individual
user and carrier and may be chosen based on an affinity for a certain feature or capability such as browsing, multimedia
functions, instant messaging, games or other third-party applications. Enterprises that choose to support these consumer devices
in their enterprise environment typically deploy middleware to manage the messaging and security of enterprise data access.
The Company believes that the following factors influence commercial success in the wireless device and services market:
• the ability to balance IT and consumer demands;
• extensive geographic coverage and multi-network/carrier support;
• access to third party applications and content;
• connectivity to personal messaging, social networking, multimedia and other applications;
• access to key corporate data stores;
• connectivity to enterprise email and applications;
• end-to-end security;
• protection of intellectual property rights;
• trusted and reliable brand;
• return on investment;
• push-based outbound port architecture;
• integrated hardware, software and services platform;
• intuitive interface and ease of use;
• rich and efficient web-browsing experience;
• competitive pricing;
• attractive industrial design;
• light weight converged devices;
• reasonable battery life;
• efficient bandwidth use; and
• extensive customer care capabilities.
The Company believes that the barriers to entry to the wireless device and services market include the following:
• proprietary technology platform, including hardware, software and service expertise;
• intellectual property rights;
• existing strategic alliances and relationships;
• existing customer and channel relationships;
• access to components and established supplier relationships;
• scarcity of highly qualified personnel;
• significant capital requirements;
• significant development costs and time-to-market;
• manufacturing expertise;
• regulatory barriers, such as Federal Communications Commission (“FCC”) approval and network certification;
and
• market and brand recognition of industry leaders.
Success Factors
A global leader in wireless innovation, BlackBerry revolutionized the mobile industry with the introduction of the BlackBerry
solution in 1999. Today, BlackBerry aims to inspire the success of its millions of customers around the world by continuously
pushing the boundaries of mobile experiences.
The Company believes that the following characteristics give the Company a competitive advantage and differentiate its
products and services from those of its competitors:
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