Leaked Memo Claims 94% of BlackBerry Users Switched Platform During T-Mobile Promo

by Istvan Fekete on March 7, 2014

Bad news for BlackBerry: the vast majority of its T-Mobile users have dropped their old BlackBerry and switched to a rival handset, the folks at TmoNews report. The reason for this switch was T-Mobile’s BlackBerry $200 trade-in offer, which ended on March 5.

The promotion was announced on February 19 and promised BlackBerry users $200 for an old working handset if they traded it in for a new phone. As part of the deal, customers could choose between a variety of phones, including another BlackBerry, or a different smartphone such as an iPhone or Android phone.

Also, as part of the deal, and to make BlackBerry phones more attractive, the country’s fourth national player slashed $50 off the price of a new BlackBerry Q10 or Z10 for people who took up the offer and traded their old BlackBerry device. However, $200 sounds good for an “old” device when the latest generation is available for $199.
The guys from TmoNews have leaked an alleged T-Mobile memo showing that 94% of all the people who traded in a BlackBerry device opted for a non-BlackBerry handset in return. Although the memo didn’t go as far as providing exact figures of customers who jumped on the promo, it suggests that the campaign was “very successful.”

You may recall that when the promotion kicked off, the BlackBerry CEO responded by criticizing T-Mobile’s campaign as “inappropriate and ill-conceived” and praised the BlackBerry community that backed the struggling Canadian smartphone maker and bombarded T-Mobile with tweets, phone calls and emails.

In reply, T-Mobile introduced favourable terms for BlackBerry devices, but as the internal memo shows, this didn’t help BlackBerry at all as it struggles to maintain a grip on the US market.

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Written by: Istvan Fekete. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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