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BlackBerry
Development Platform
Pradeep Rao – RIM
Dilip Sridhar - Indience

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BlackBerry Application Platform
• It’s easier than ever to build apps for
BlackBerry
- Java and Web development advancements in BB6
- New BlackBerry WebWorks web app platform
- BEAM to simplify mobilizing enterprise apps
• Huge commercial opportunities for consumer
apps
- BlackBerry App World: Over 1.5M downloads per day
- New advertising and in-app payment services
• Enables high-value, integrated app experiences
- Platform for “Super Apps”
- New services including BBM Social Platform
• New opportunities for value creation

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New BlackBerry BBM Social Platform
Use BBM to share & invite from your app || Embed BBM chat within apps || Custom
extensions to BBM
• Always-0n Environment with
Event Listening
• Rich Native App Integration (Email,
PIM, etc.)
• Rich Audio and Video Support
• LBS, Bluetooth 2.0
• Highly customizable UI libraries
• Rich HTML & JavaScript 1.5
• AJAX, DOM L2
• Securely Push Data to Browser
• New WebKit-compliant browser in
BB6 with support for elements of
HTML-5
• Ability to push out web launchers
to users
BlackBerry Browser
Build rich browser-based content
services
Java Application
Platform
Robust platform for custom Java
apps
The NEW BlackBerry App Platform: BB5 &
BB6
Enterprise Connectivity Services via BES
Secure Connectivity to Intranet || Secure Push Services || BEAM || OTA Application
Management
Internet Connectivity & Commercial Services
BlackBerry Push Service || Geo-Location Service || BlackBerry Payments & Advertising
Services
New BlackBerry WEBWORKS Platform
Full-Featured apps built entirely in HTML, JavaScript & CSS || Access to all services
available to Java

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New in BB6: Java App Development
1. Easier to build interactive,
visually stimulating user
interfaces
2. Value-added “Super App” APIs
• Universal Search
• Integrated BB Maps
• Deeper integration with
Inbox, Phone, Home
Screen, Convenience Keys,
PIM Apps
• Barcode reading via
Camera
1. New Location Services
Key Highlights:

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New in BB6: WebKit Browser
1. New WebKit browser
• HTML-5 subset, JS
1.5, CSS-3
1. Rich touch and UI
experience
• Pinch /zoom,
panning, tabs
1. Embed WebKit browser
in Java apps
2. BlackBerry WebWorks
on WebKit
Key Highlights:

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Newly announced at…

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New BlackBerry WebWorks for BB5 &
BB6
1. Leverage your existing web development
skills to build full-featured apps for
BlackBerry
• HTML, JavaScript, CSS development
• Packaged into distributable apps
1. Full offline functionality with dedicated
home screen icon
• Looks and feels like any other Java
app
1. Access to the power of the underlying
platform
• Multi-tasking, always-on, etc.
• JavaScript access to Java APIs
Key Highlights:
www.blackberry.com/developers/webwork
s
Available TODAY

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New Advertising Service for BB5 &
BB6
Mediation
Platform
60% Revenue Share
With Developer
• Enables developers to easily embed advertising within
their apps
• Back-end “mediation platform” aggregates multiple ad
networks
• Many new ad networks around the world joining soon
www.blackberry.com/developers/adservice
s
Available TODAY

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New Payments Service for BB5 & BB6
1. Enables seamless micro-payments from
within Java and WebWorks applications
• Purchase upgrades, premium content
• Purchase virtual currencies, credits,
etc.
1. Simple API for developer to call
transaction process
• Payment SDK BETA now available
1. Leverages payment methods available to
user
• Carrier Billing, PayPal, Credit Card
1. Apps using Payment Service must be
distributed via BlackBerry App World
Key Highlights:
www.blackberry.com/developers/payments
ervice
Available Q4’10

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New BlackBerry Analytics
Service
When are they
using my app?
What are they
doing with
my app?
Where are my
users?
Who is using
my app?
How long are
they spending
with my app?
How many
people are
using my app?

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Why is it important?
• Improve your app
• Know your users
• Refine app
experience
• Prioritize feature
additions
• Market your app
• Maximize yield for
advertising
• Target up-sells
• Cross-promotions
Analytics will help you build
better apps and make more money.

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BlackBerry Analytics Service
powered by Webtrends

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New BBM Social Platform for BB5 &
BB6
www.blackberry.com/developers/bbmAvailable H1’11
Create
Communities
BBM
Social
Platform
Share
Content
Embed
Chat
Invite
Friends
Customize
User
Profiles

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New BEAM Enterprise App Services
• “BlackBerry Enterprise Application Middleware” (working
name)
- Expose existing services in BES for common tasks so that
customers and developers don’t need to re-invent the wheel
• Complementary client-side and server-side API libraries
to simplify the following common tasks for wireless
enterprise apps:
–Query Server for
User/Device Info:
oLocation
oPresence
oCalendar Availability
oDevice System-Level
Info
oEtc.BEAM
Server
Enterprise
Application
Servers
BEAM
Client
Container
– Push Content Directly to Calendar,
Contacts, Tasks, Inbox
– Push Content to Custom
Applications Using Pre-Built
Libraries & Templates
– Simple File Transfer Between
Server and Device File System
www.blackberry.com/developers/bbmAvailable H1’11

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WebKit HTML-5 Browserwith full Flash 10.1 &support forWebWorks
Adobe AIR forstandalone apps
Native SDK with support forOpenGL
Java support
Bluetooth pairing with BlackBerry Smartphones
QNX Neutrino POSIX-Compliant O/S with True Multi-Tasking
BlackBerry Tablet OS
BlackBerry PlayBook

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BlackBerry Super Apps and the
BlackBerry Platform

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Always on, Always
ConnectedTight Integration with Native
AppsProactive and Notification Driven
Highly Contextualized
Social and Connected
BlackBerry “Super Apps”
Designed for Efficiency

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Always On, Always
Connected
Apps can run on device power up or in
the background to:
•Listen and react to events
•Listen for incoming push data
•Proactively download content
•Jump in when the user needs you!

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Tight Integration with
Native Apps
Apps can integrate with native apps on
the device to:
•Add menu items to any application
•Add custom messages to the inbox
•Augment the phone with pictures
and text
•Invoke native applications

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Proactive and Notification
Driven
Apps can leverage enterprise or
consumer push and multi-tasking to:
•Visually notify the user using
updated icons, notification banner
and dialogs
•Audibly notify the user of critical
events
•Physically and discreetly notify the
user
•Give you the right info at the right
time!

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Highly Contextualized
Apps can leverage location based
services or device context to:
•Share local experiences
•Offer up relevant discounts or
coupons
•Contextualize native app
integration
•Save the user time

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Social and Connected
Apps can be a critical link in helping
users stay social and connect by:
•Invoking native apps including
BlackBerry Messenger, Facebook,
and others
•Leverage Peer to Peer
Communications
•Integrate with the camera to share
pictures

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Designed for Efficiency
Apps must respect the resources on
the device to provide the best possible
experience by:
•Downloading data over WiFi if
possible
•Going to sleep when not being
used
•Leveraging push
•Running intensive tasks when
device is plugged in

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BlackBerry Theme Studio
Creating Themes for the BlackBerry
Smartphone

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Introduction to Themes
Themes
• Amalgamation of
• color schemes
• Icons
• graphical elements
• Animation
• Behaviors
• Gives a BlackBerry®
smartphone a particular
look, feel & experience

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Kinds of Themes
CUSTOM
ZEN
TODAY
ICON

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Market Opportunity for
Themes
Themes
• Popular product
category
• Easy to develop
• Unique BlackBerry
smartphone
experience
• End users
• Companies
• Marketing Vehicle
How important is it for you to have
the ability to customize the theme?
• 30% of BlackBerry smartphone users
purchase themes for their device
• Mean No. of Downloaded Themes: 6
• Mean Amount Spent on Themes: $3.70
Source: RIM userresearch

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Creating Themes
BlackBerry Theme Studio
Theme Design Vector Illustration & Animation
apidly creating unique BlackBerry
smartphone themes & animated
graphics for apps, web
ormerly Plazmic Content Developer’s
Kit (CDK)

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BlackBerry Theme Builder
Wallpaper
Menus
Focus
Navigation
Screen LayoutMeter Graphics
Message List
Sound
Animation
Apps
Dialogs
Cursors
App Icons
OS Icons
Fonts
BannersWeb Links
Customize virtually every aspect of a
theme…

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BlackBerry® 8700 smartphone &
newer…
Creating Themes

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Graphical Interface can be
comfortably used by developers &
designers alike…
Easy to Use Applications

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Re-Purpose existing design
assets…
Adobe® Photoshop® Compatibl

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Create Buttons and Animated
Graphics
Themes - Animated
Theme Screens,
Buttons, Icons
Apps/Web – animated
graphics, icons, splash
screens

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New in BlackBerry Theme Studio
v5.0
• BlackBerry®
Storm2™ smartphone & BlackBerry®
Bold™ 9700 smartphone themes
• Enhanced themes for in-market smartphones
• Ringtones
• Screen Transitions
• BlackBerry®
Device Software 5.0 Today Themes
• Enhanced Theme Customization capabilities
• Embed 3rd party Apps
• Quick Start Screen
• Preview, Install & Manage Themes on BlackBerry
smartphones
• Improved Adobe Photoshop compatibility
• Improved color dithering
• SVG Tiny 1.1

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Themes can nowbe submitted and
downloaded from
BlackBerry App World™
Distributing Themes

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Introduction to
BlackBerry App World™

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BlackBerry App
World
Average Daily Downloads – 1.5
million
Downloads of App World client – 35+
million
Countries Available – 70
Languages – 6 (English, French,
Italian, German, Spanish, and
Brazilian Portuguese)
Number of Apps - Over 10,000 apps
available for download or purchase

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Introduction to BlackBerry App
World™
• Direct-to-consumer storefront for
discovering and purchasing applications
made for BlackBerry smartphones
• Supports for both free and paid applications
• Support for Java and Browser applications
• 24 x 7 BlackBerry App World
Vendor Support mailbox
appworldvendorsupport@blackberry.com

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Introduction to BlackBerry App
World™
• 1.0 Release
• Initial launch in the US, UK, and Canada
• 1.1 Release
• Now available in 5 languages and 28
countries
• Prominent placement of Featured, Top Free,
Top Paid, and Newest Applications
• Enhanced Performance
• Memory Indicator
• Archive Applications
• Sort Search Results

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Introduction to BlackBerry App
World™
Process Flow
1. Apply for a membership
to register as vendor
2. Add an application by
logging in to the vendor
portal
3. RIM verifies and
approves the
submission. A
notification is sent to
the vendor
4. The vendor makes the
application available on

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Introduction to BlackBerry App
World™
• Web Store Launch
• Faster navigation of app reviews and large screenshots
• Share app discoveries on popular social networking sites
• Clear listing of supported devices, countries, and carriers.
• Subscribe to BlackBerry App World RSS feeds
• ‘Get it Today’ option

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Introduction to BlackBerry App
World™
• BlackBerry App World 2.0
• BlackBerry user accounts
• Themes
• Additional payment options including In-App Payment
• Integration with enterprise application management
• BlackBerry Web Store 2.0
• Ability to purchase applications online

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BlackBerry Developer Zone
F
ree Registered
Developer Program
•
oftware Downloads, including
Open Beta Programs for
SDKs!
•
omprehensive Resources
• Developer Blog & Webcast
Series, Newsletters
• Discussion Forums
• Developer Issue Tracker
• Training and Certification
• Academic Program
• Developer Services
www.blackberry.com/developers

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BlackBerry Links for you
1. Alliance Partner Program:
SIGN-UP TODAY at
http://partners.blackberry.com
2. App World Vender Registration /App submission:
http://na.blackberry.com/eng/developers/appworld/
3. App World:
www.blackberry.com/appworld
4. Dev Zone:
www.blackberry.com/developers
http://na.blackberry.com/eng/developers/started/

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Questions?
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