iGillottResearch RIM BlackBerry User Loyalty Study, 2005 Executive Summary Iain Gillott (512)

iGillottResearch Source: iGillottResearch Inc, 2005 Agenda Introduction Project Goals Project Methodology Survey Results Summary

iGillottResearch Source: iGillottResearch Inc, 2005 Project Goals Profile the BlackBerry users, including occupation, income, gender, race, other devices used, age, etc Determine the current loyalty of BlackBerry users to their devices, service and mobile operator Determine how many BlackBerry devices the typical user has had, why they changed, what they paid for their devices and how long they plan to keep them Determine where the typical BlackBerry user obtains their device – from their employer, personal purchase, etc Determine the BlackBerry user’s awareness of competing devices (such as the Treo), perceptions of those devices and perceived strengths and weaknesses of the BlackBerry device (including the 7100) Determine the BlackBerry user’s willingness to switch to a competing device, when shown images and descriptions of newer designs, such as the Motorola Q, and the critical success factors for newer designs Determine the applications desired by the BlackBerry user that the device is currently unable to support Determine the critical success factors for churning the BlackBerry user to a competing mobile service

iGillottResearch Source: iGillottResearch Inc, 2005 Methodology Analysis of Existing iGR survey data Enterprise IT Managers Mobile Workers BlackBerry User Survey 803 interviews Web-based survey 700 U.S., 100 Canada Survey took 2 ½ days to field November 2005 Analysis and Recommendations

iGillottResearch Source: iGillottResearch Inc, 2005 Job function Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Household Income Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Education Level Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Age Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Type of BlackBerry used 33% 60% Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Devices used Used more by 7100 users Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Type of User Higher for 7100 users Lower for 7100 users Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Length of time using BlackBerry 75% have been using less than 2 years Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Number of BlackBerries used 89% have had just two BlackBerries Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Source of BlackBerry Roll of employer critical – lower for 7100 users Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Reason for replacing BlackBerry 43% for employer-related reasons Consumer reasons Higher for 7100 users

iGillottResearch Source: iGillottResearch Inc, 2005 Other smartphones used Very popular! Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Reason for choice of BlackBerry Driver Same as other mobile devices Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 BlackBerry effect on use of other mobile devices Higher for 7100 users Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Devices used Applications used on BlackBerry Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Applications used on BlackBerry Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Applications used on Laptop Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Applications used on Cell phone Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Applications would like to see on BlackBerry

iGillottResearch Source: iGillottResearch Inc, 2005 Overall, how satisfied are you with your BlackBerry? Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Recommend BlackBerry to a friend or colleague Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 If buying a new BlackBerry… Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc Same service provider

iGillottResearch Source: iGillottResearch Inc, 2005 Purchase Drivers Choose 5 and Rank Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Purchase Drivers Respondents shown nine options (3x3) and asked to select one OptionDesignKeyboard OS 1BlackBerryFullBlackBerry 2 FullBlackBerryWindows Mobile 3BlackBerryFullBlackBerryPalm 4BlackBerry20 keyBlackBerry 5 FullBlackBerry 6TreoFullBlackBerryWindows Mobile 7TreoFullBlackBerryWindows Mobile 8TreoFullMobile operatorWindows Mobile 9TreoFullGood TechnologyWindows Mobile Stronger for 7100 users

iGillottResearch Source: iGillottResearch Inc, 2005 Awareness and Willingness to buy Treo 650 Source: iGillottResearch Inc. RIM BlackBerry User Loyalty Survey, 2005 Copyright © iGillottResearch Inc. 2005

iGillottResearch Source: iGillottResearch Inc, 2005 Summary For 2/3 of BB users, decision is with employer Loyalty to BB among users is high But loyalty seems to be with BB service, rather than design, keyboard or OS Awareness/interest in Treo is highest among competing designs 7100 users behave differently from Traditional BB More like consumers More phone centric Less loyal Use less RIM has targeted a different user Ideal device: Treo with BB and Windows Mobile OS

iGillottResearch Source: iGillottResearch Inc, 2005 Summary… BB users want Camera Use device as high speed modem MP3 player Location-based services WiFi Essentially, users want more media applications on the BB First loyalty is to carrier, then to device Network coverage Voice quality Service pricing Device pricing