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BlackBerry 
                   Theme Studio


• Profiting from Compelling 
  BlackBerry Themes
 Presenters:                          Panelists:
Mark Rathwell                         Mike Kirkup
Product Manager,  BlackBerry Theme    Director, Developer Relations
Studio

Dale Ducharme                         Jason Laughlin
Team Lead, BlackBerry Theme Studio    Manager, BlackBerry App World
Introduction to Themes
Introduction to Themes

Themes
• Amalgamation of 
   •   color schemes
   •   Icons
   •   graphical elements
   •   animation
   •   behaviors

• Gives a BlackBerry®
  smartphone a particular look, 
  feel & experience 
Kinds Of Themes



                   ICON



  ZEN




                          CUSTOM



           TODAY
Market Opportunity for Themes
• Popular product          How important is it for you to have
  category                 the ability to customize the theme?



• Easy to develop

• Unique BlackBerry 
  smartphone experience 
    • End users 
    • Companies
                           • 30% of BlackBerry users purchase themes for their
                            Smartphones

• Marketing Vehicle        • Mean No. of Downloaded Themes: 6

                           • Mean Amount Spent on Themes: $3.70

                                                   Source: RIM user research
Creating Themes
Creating Themes – BlackBerry Theme Studio

                    • Rapidly creating unique BlackBerry Themes &
                      animated graphics for apps, web

                    • Formerly Plazmic Content Developer’s Kit (CDK)

                    • www.blackberry.com/themestudio




     Theme Design                         Vector Illustration & Animation
BlackBerry Theme Builder
     Customize virtually every aspect of a theme

                        Web Links
          Wallpaper                   Banners

            Menus                       Fonts

          Dialogs                        OS Icons

           Apps                           App Icons

        Animation                        Cursors

            Sound                        Focus

       Message List                     Navigation

               Meter Graphics   Screen Layout
Create Themes for BlackBerry smartphones
       BlackBerry® 8700 smartphone & newer
Easy to Use Applications
    Graphical Interface can be comfortably used by 
             developers & designers alike
Adobe® Photoshop® Compatible
       Re‐Purpose existing design assets
Customize Homescreen Navigation
Create buttons & Animated graphics




Themes - Animated Theme        Apps/Web – animated
  Screens, Buttons, Icons   graphics, icons, splash screens
Completely Free!
New in BlackBerry® Theme Studio v5.0
•   BlackBerry® Storm2™ smartphone & BlackBerry® Bold™ 9700 
    smartphone themes
•   Enhanced themes 
     •   BlackBerry® Storm™ 9500 smartphone
     •   BlackBerry® Tour™ 9630 smartphone
     •   BlackBerry® Curve™ 8520 smartphone
•   Ringtones
•   Screen Transitions
•   BlackBerry® Device Software 5.0 Today Themes
•   Enhanced Theme Customization capabilities
     •   icon overlays & underlays, 
     •   Search fields
     •   Folder icons
     •   Choice boxes
     •   Multi‐line text entries
New in BlackBerry Theme Studio v5.0

•   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
Demonstration
Distributing 
Themes
Application Ingestion Process

  Become a vendor
                                       Submission Process
                                               1. Add screenshots, icons
                                               2. Add product
                                                  descriptions
                                               3. Define Export control
                                                  info
                                               4. Select target
Applicant provides RIM                            carriers/countries
    • Contact information
                                               5. Set pricing/licensing
    • Support information                         model
    • Proof of identity                        6. Add version info,
    • Acceptance of vendor agreement              program files
BlackBerry App World™‐ Theme Considerations

  • Proof of ownership
     •   Images
          • Model rights
          • Photographer rights

     • Ringtones
     • Licensing of subject 
       matter
  • Appropriate for all ages
  • Categorize correctly
Questions?
BlackBerry Theme Studio
www.blackberry.com/developers/themes
BlackBerry App World
www.blackberry.com/developers/appworld
Join us at BlackBerry Developer Day
App Planet, Mobile World Congress
Barcelona, Feb 16, 2010
www.blackberry.com/developers/AppPlanet

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