1. BlackBerry was originally designed for business executives but has been adopted by youth through word-of-mouth promotion of its BBM messaging service. 2. RIM recognizes BlackBerry's popularity among youth and is building its brand around BBM as an essential social tool. 3. The challenge for RIM is to maintain BlackBerry's appeal to youth while still being seen as the smartphone of choice for business users, as today's youth will be tomorrow's business executives.

1. INSIGHTS INTO MOBILE & YOUTHCULTURE Now Every Tuesday @ 14:30 GMT mobileYouth Europe Live! HTTP://WWW.MOBILEYOUTHREPORT.COM BLACKBERRY Who are the fans? Who is driving the brand forward? What are its challenges for growth? flickr: maxwillis

2. HTTP://WWW.MOBILEYOUTHREPORT.COM flickr: desertpenguinphotos A phone, designed for and adopted by C-level executives, famously favored by the President of the United States, has been discovered by youth!

3. HTTP://WWW.MOBILEYOUTHREPORT.COM A young person was given their dad’s old BlackBerry and discovered the BBM function. Then, told a few friends… RIM recognised the trend amongst youth and is now building its brand around BBM as an essential social tool. Flickr: Massimon M. da Roma

4. HTTP://WWW.MOBILEYOUTHREPORT.COM flickr:Fearless Ideas A mobile device for business A mobile device for youth

5. HTTP://WWW.MOBILEYOUTHREPORT.COM The challenge for RIM is to keep its appeal to youth while maintaining its image as the smart phone of choice for the business market. It has a good chance as it is building ‘life time customer value’. Youth of today will be the business executives of tomorrow. flickr: Sweet Portrayal

6. HTTP://WWW.MOBILEYOUTHREPORT.COM flickr: Rade Knoxville As more youth discover free instant messaging with BBM, Blackberry is becoming their favorite mobile device. “ This is my pin” is now the common introduction among young people.

7. HTTP://WWW.MOBILEYOUTHREPORT.COM fliickr: Puma Lee BBM helps youth belong and feel significant. That is social currency.

8. HTTP://WWW.MOBILEYOUTHREPORT.COM flickr: TheBlackFin

9. HTTP://WWW.MOBILEYOUTHREPORT.COM Mobile payments? Unique apps? Online/offline BB pin based communities? Deals with mobile operators? flickr: net2photos Cool new games? Contests? Co-marketing /sponsorships with youth brands/events?

10. HTTP://WWW.MOBILEYOUTHREPORT.COM flickr: bettttina ‘ The keys are like my nails, I love them!’ Continued strength among 20-29 females, especially ethnic minorities in developed markets. A symbol of expression of their new ‘emancipation’

11. HTTP://WWW.MOBILEYOUTHREPORT.COM http://www.glamour.com/ Giving your thumbs a flashy color so they stand out as you type on your Blackberry. "Blackberry Bling"

12. HTTP://WWW.MOBILEYOUTHREPORT.COM Source innovation ideas from them. Collaborate, build a dialogue. Remain relevant. How are they are using their mobile devices? How do they share music, video, photos? How do you earn their attention?

13. HTTP://WWW.MOBILEYOUTHREPORT.COM Thank you for your time today! Flickr: Werner Schnell Please come back next week to learn more about youth and their mobile devices…