Blackberry 2015 Annual Report Download - page 19

Table of Contents
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applications, among others. The Company also intends to continue to acquire rights in intellectual property in various
forms and technologies when appropriate opportunities arise.
• Expanding distribution. The Company's ability to grow its service and software revenue is dependent on its ability to
expand its distribution capability, including by developing and expanding relationships with indirect partners, resellers and
carriers. The Company is also focusing on building a direct enterprise sales force to support its distribution strategy.
• Achieving best in class operational metrics. Through the Company’s CORE program, the Company targeted areas such
as product lifecycle management, supply chain management and business support services, and significantly improved its
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. 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.
• Continuing 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 development for the Company’s talented workforce while ensuring a cost effective
organization.
Products and Services
The Company’s primary revenue stream is generated by the BlackBerry wireless solution, comprised of smartphones, service
and software. BlackBerry service is provided through a combination of the Company’s network operations centre (“NOC”) and
the wireless networks of the Company’s carrier partners.
The Company also generated revenue from the embedded market through licensing QNX software products and providing
professional services to support customers in developing their products.
In addition, the Company generated other revenue from accessories, non-warranty repairs, BlackBerry World and gains and
losses on revenue hedge contracts.
For revenue and other financial information on the two most recently completed financial years, see the Company's
Management Discussion and Analysis (“MD&A”) for the fiscal year ended February 28, 2015, in the section entitled “Results
of Operations - Fiscal year ended February 28, 2015 compared to fiscal year ended March 1, 2014 - Revenue”.
Enterprise Software and Services
The core of BlackBerry’s enterprise software offerings, BES12, was launched on November 13, 2014. BES12 allows
organizations to manage enterprise mobility across iOS, Android, Windows Phone and BlackBerry devices. Built on
BlackBerry’s trusted, global network, BES12 makes managing enterprise mobility efficient and secure.
BES12 introduced a new, scalable architecture and streamlined user experience that consolidates enterprise mobility
management control in a single, powerful console. The new attribute-driven, endpoint-permissions model gives enterprises
strict control of devices, applications and data, by-person or by-group, more efficiently than ever. Users keep their personal data
private, while never compromising the monitoring and control of confidential business data. It is also expected that BES12 will
extend beyond smartphones and tablets to support the Internet of Things.
At the launch of BES12, BlackBerry also announced a number of new enterprise services designed to help companies
maximize mobile productivity while maintaining needed security:
• Enterprise Identity by BlackBerry : Simplifies secure access to cloud-based services with a single point of
entitlement, control and audit for all cloud apps.
• VPN Authentication by BlackBerry: Provides the option of eliminating the need for employee passwords or PINs
and hardware tokens, improving the productivity of mobile workers, thereby reducing overall costs.
• BBM Meetings: Provides a mobile-first collaboration app that provides a new way to work smarter and be more
productive on BlackBerry and Android devices, as well as connecting with users on a Windows PC or Mac.
• BlackBerry Blend for Enterprise: Makes it possible for employees to conveniently and securely access personal and
work data from their BlackBerry smartphone on desktops and tablets. BlackBerry Blend revolutionizes IT
administration by shifting from managing devices to managing information movement.
• WorkLife by BlackBerry: Allows enterprises to easily add a separate corporate phone number to personal devices
brought in by their employees or enables the employee to add a separate personal phone number to a corporate-liable