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The AT&T division of wireless communications giant Research in Motion partnered with Electronic Art to develop a point of purchase selling aid intended to educate consumers on the everyday uses of BlackBerry mobile devices and dispel the ‘BlackBerrys are only for business’ mentality. Electronic Art developed point of purchase interactive screens that allow in-store customers to watch advocate videos and sample key features of BlackBerry devices at their own pace. By giving the consumer the ability to control their experience and focus their attention on the features that matter most to them, the kiosks help the consumer feel confident in making a more informed decision when approached by sales associates. The screens also connect to a robust back-end reporting system that tracks consumer activity and allows Research in Motion to ascertain what features are most important to their consumers.