DESCRIPTION OF THE BUSINESS(BLACKBERRY)

Overview
BlackBerry is an enterprise software and services company focused on securing and managing
endpoints in the Internet of Things (“IoT”). Based in Waterloo, Ontario, the Company was
founded in 1984 and operates in North America, Europe, Asia, Australia, the Middle East, Latin
America and Africa. The Company’s common shares trade under the ticker symbol “BB” on the
Toronto Stock Exchange (“TSX”) and the New York Stock Exchange (“NYSE”). The Company
transferred the listing of its common shares from the NASDAQ Global Select Market to the NYSE
during the third quarter of fiscal 2018.

BlackBerry Limited provides intelligent security software and services to enterprises and
governments worldwide. The company leverages artificial intelligence and machine learning to
deliver solutions in the areas of cybersecurity, safety, and data privacy; and endpoint security
management, encryption, and embedded systems. It offers BlackBerry Spark software platform
that includes a suite of security software products and services comprising BlackBerry UEM,
BlackBerry Dynamics, and BlackBerry Workspaces solutions; and BlackBerry Spark SDK to
promote the evolution of a platform ecosystem by enabling enterprise and independent
software vendor developers to integrate the security features of BlackBerry Spark into their own
mobile and web applications. The company also provides BlackBerry Internet of Things (IoT)
solutions, including BlackBerry QNX, BlackBerry Certicom, BlackBerry Radar, BlackBerry Jarvis,
BlackBerry AtHoc, BlackBerry Alert, SecuSUITE, and other IoT applications. As of February 28,
2021, it owned approximately 38,000 worldwide patents and applications. The company has a
partnership with the University of Windsor to develop and deliver a cybersecurity curriculum for
the university's graduate master's program in applied computing; and an agreement with
Amazon Web Services, Inc. to develop and market BlackBerry's IVY, an intelligent vehicle data
platform. The company was formerly known as Research In Motion Limited and changed its
name to BlackBerry Limited in July 2013. BlackBerry Limited was incorporated in 1984 and is
headquartered in Waterloo, Canada.

Secure Mobile Enterprise Software and Services Industry

Today’s workforce expects to be as productive on mobile devices as it is on desktop and laptop
computers, with secure, reliable access to their data, applications and services. Enterprises have
embraced a range of device deployment strategies for employees and are increasingly enabling
mobile-first interactions with external partners and customers. In implementing these
strategies, organizations require software and services that optimize productivity and
collaboration without compromising on centralized management or security.
As the digital transformation of enterprises continues to advance, the number and scope of
connected devices is expanding to include not only smartphones but also other endpoints, such
as vehicles. With the rapid growth of this network of connected endpoints, often referred to as
the IoT, and the applications that serve them, security has become increasingly important.
Cybercriminals seek to exploit vulnerabilities in IoT connections and continue to develop novel
and sophisticated methods of gaining access to sensitive intellectual property and personal
information. Recent data breaches experienced by other organizations have exposed the
potential for hacking to cause significant financial and reputational damage and even to
threaten national security. Enterprises acknowledge the fundamental nature of cybersecurity
risk and demand software and services that can protect their data, ensure privacy and
demonstrate compliance with applicable security regulations.
This landscape has created opportunities for secure management solutions, embedded systems,
communications platforms, enterprise applications, networks and analytic tools, as well as for
related services that help enterprises to enhance data security and user privacy.

BlackBerry was one of the most prominent smartphone brands in the world, specializing in
secure communications and mobile productivity, and well known for the keyboards on most of
its devices. At its peak in September 2013, there were 85 million BlackBerry subscribers
worldwide.However, BlackBerry lost its dominant position in the market due to the success of
the Android and iOS platforms; its numbers had fallen to 23 million in March 2016.

USAGE

The (formerly) advanced encryption capabilities of the BlackBerry Smartphone made it eligible
for use by government agencies and state forces.

Barack Obama

Former United States president Barack Obama became known for his dependence on a

BlackBerry device for communication during his 2008 Presidential campaign. Despite the
security issues, he insisted on using it even after inauguration. This was seen by some as akin
to a "celebrity endorsement", which marketing experts have estimated to be worth between
$25 million and $50 million.His usage of BlackBerry continued until around the end of his
presidency.
Hillary Clinton[edit]

The Hillary Clinton email controversy is associated with Hillary Clinton continuing to use her

BlackBerry after assuming the office of Secretary of State.

Use by government forces

An example is the West Yorkshire Police, which has allowed the increase in the presence of
police officers along the streets and a reduction in public spending, given that each officer could
perform desk work directly via the mobile device,as well as in several other areas and
situations.The US Federal Government has been slow to move away from the Blackberry
platform, a State Department spokesperson saying in 2013 that Blackberry devices were still the
only mobile devices approved for U.S. missions abroad by the State Department.The high
encryption standard that made BlackBerry smartphones and the PlayBook tablet unique, have
since been implemented in other devices,including most Apple devices released after the iPhone
4. The Bangalore City Police is one of the few police departments in India along with the Pune
Police and Kochi Police to use BlackBerry devices.
Use by transportation staff

In the United Kingdom, South West Trains and Northern Rail have issued BlackBerry devices to

guards in order to improve the communication between control, guards and passengers. [151][152]

In Canada, Toronto and many other municipalities within Canada have issued BlackBerry

devices to most of its employees including but not limited to transportation, technical, water
and operations inspection staff and all management staff in order to improve the
communication between contracted construction companies, its winter maintenance operations
and to assist and successfully organize multimillion-dollar contracts. The devices are the
standard mobile device to receive e-mail redirected from GroupWise.

As part of their Internet of Things endeavours, the company announced plans of moving into

the shipping industry by adapting the smartphones devices to the communication necessities of
freight containers.
Other users

Eric Schmidt, Executive Chairman of Google from 2001 to 2011, is a longtime BlackBerry user.
Although smartphones running Google's Android mobile operating system compete with
BlackBerry, Schmidt said in a 2013 interview that he uses a BlackBerry because he prefers its
keyboard.

The Italian criminal group known as the 'Ndrangheta was reported on February 2009 to have
communicated overseas with the Gulf Cartel, a Mexican drug cartel, through the use of the
BlackBerry Messenger, since the BBM Texts are "very difficult to intercept".

Strategy
BlackBerry is widely recognized for productivity and security innovations, and the Company
believes that it delivers the most secure end-to-end mobile enterprise solutions in the
market. With these core strengths, the Company’s broad portfolio of products and services is
focused on serving enterprise customers, particularly in regulated industries.
The Company is focused on delivering an end-to-end software and services platform for the
Enterprise of Things. The Company defines the Enterprise of Things as the network of devices,
computers, vehicles, sensors, equipment and other connected endpoints within the enterprise
that communicate with each other to enable smart business processes. The Company leverages
many elements of its extensive technology portfolio to extend best-in-class security and
reliability to its solutions for the Enterprise of Things, including UEM, embedded systems, crisis
communications, enterprise applications, and related services, with hosting available on the
Company’s global, scalable, secure network, as well as on public clouds.
The Company intends to continue to increase and enhance its product and service offerings
through both strategic acquisitions and organic investments. The Company’s goal is to maintain
its market leadership in the enterprise mobility segment by continuing to extend the
functionality of its platform for the Enterprise of Things and, on top of this extensive
foundation, deliver software and embedded solutions focused on strategic industry verticals.

The following five strategic pillars support the Company as it pursues its software-focused
strategy:
• Product Platform. The Company’s core software and services offering is BlackBerry
Secure, an end-to-end Enterprise of Things platform comprised of enterprise
communication and collaboration software and safety-certified embedded solutions. The
solutions that comprise the BlackBerry Secure platform are informed by deep mobile
and automotive security expertise and experience, continuous technical innovation,
professional cybersecurity services, industry partnerships and academic collaborations.
These solutions include the BlackBerry Enterprise Mobility Suite, BlackBerry Jarvis, BBM
Enterprise service, the BBM Enterprise SDK, and the technologies offered by BlackBerry
QNX, Certicom, BlackBerry Athoc and Secusmart.
• Substantial Target Markets. The Company leverages its expertise in endpoint
security and management to capitalize on opportunities in growing segments of the
cybersecurity, connected transportation, healthcare, financial services and government
markets. With its BlackBerry Secure platform, the Company intends to provide
enterprises and governments with the highest standard of security.

• Efficient Go-To-Market. The Company’s sales strategy focuses solely on enterprise

software, services and licensing. The Company continues to build its developer and
channel partner programs for BlackBerry Secure to promote the growth of an enterprise
endpoint security ecosystem and to bolster the Company’s direct sales and marketing
efforts. The Company also licenses its brand and secure handset software and
applications to select third-party manufacturers and others seeking the Company’s
software expertise.
• Operational Efficiency. The Company continues to review its operations to optimize
its enterprise software and services business with greater efficiency and speed in
bringing new offerings to market.
• Growth and Profitability. The Company intends to drive revenue growth through its
software and services portfolio and to achieve margins that are consistent with those of
other enterprise software companies.