• Profiting from Compelling BlackBerry Themes

Presenters: Panelists:

Mike KirkupDirector, Developer Relations

Jason LaughlinManager, BlackBerry App World

BlackBerry Theme Studio

Mark RathwellProduct Manager,  BlackBerry Theme Studio

Dale DucharmeTeam Lead, BlackBerry Theme Studio

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

CUSTOM

ZEN

TODAY

ICON

Market Opportunity for 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 users purchase themes for their Smartphones

• 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 BuilderCustomize virtually every aspect of a theme

Wallpaper

Menus

Focus

Navigation

Screen LayoutMeter Graphics

Message List

Sound

Animation

Apps

Dialogs

Cursors

App Icons

OS Icons

Fonts

BannersWeb Links

Create Themes for BlackBerry smartphonesBlackBerry® 8700 smartphone & newer

Easy to Use ApplicationsGraphical 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 Screens, Buttons, Icons

Apps/Web – animated 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

Applicant provides RIM• Contact information

• Support information

• Proof of identity

• Acceptance of vendor agreement

Submission Process1. Add screenshots, icons

2. Add product descriptions

3. Define Export control info

4. Select target carriers/countries

5. Set pricing/licensing model

6. Add version info, program files

Become a vendor

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 Studiowww.blackberry.com/developers/themes

BlackBerry App Worldwww.blackberry.com/developers/appworld

Join us at BlackBerry Developer DayApp Planet, Mobile World CongressBarcelona, Feb 16, 2010www.blackberry.com/developers/AppPlanet