94% of Old BlackBerry Trade-ins at T-Mobile Favor Other Brands During Special Promotion
March 5, 2014 12:12 PM
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The offer ends today
T-Mobile's latest offer for BlackBerry users seemed to be successful for everyone
, T-Mobile's BlackBerry trade-in campaign resulted in 94 percent of old BB devices being traded for smartphones made by the company's competitors. It isn't clear exactly how many customers participated in the promotion.
Last month, T-Mobile presented a $200 trade-in offer for BlackBerry users that aimed to get them an iPhone for a great price. This led to a lot of fuss from BlackBerry fans and BlackBerry CEO John Chen, who called the promotion "inappropriate and ill-conceived."
T-Mobile tried to make it right by offering an extra $50 for users who decided to trade-in an old BlackBerry device in favor of a new one like the Z10 or Q10.
However, that extra $50 didn't seem to make much of a difference. A vast majority of old BlackBerry trade-ins ended up favoring other brands.
The offer ended today, and T-Mobile noted in an internal memo that the promo led to a 15x increase in BlackBerry trade-ins.
BlackBerry really didn't need to lose any extra customers at this time, considering the company is already having major troubles.
Last year, BlackBerry had a full year
net loss of $5.4 billion USD
on revenue of $8.6 billion USD. It's latest operating system and line of devices -- BlackBerry 10 (BB10) -- had
To make matters worse, fewer than half as many BlackBerry Enterprise Servers (BES) were in use as there were three years previous, and market capitalization
had fallen from $83 billion USD
in mid-2008 to a mere $3 billion USD late last year.
Overall, BlackBerry devices represented less than 1 percent of global smartphone shipped in the final quarter of last year.
But Chen remains positive and is looking to turn his company around. Chen -- BlackBerry's third CEO in just two years -- said he will
focus on the enterprise
once again, which is what BlackBerry has traditionally done best.
This article is over a month old, voting and posting comments is disabled
3/7/2014 7:25:22 AM
That is one companies perspective. We had over 200 users at one point and as they got to their 2 yr contracts end dates, they all wanted better phones so we allowed them to pick anything they wanted that supported EAS. Not a single one chose BB. by the middle of last year we had only a dozen or so users left, so we decided to drop it as soon as the last 12 contracts were up. That was about 2 months ago. As soon as hte last user got their phone, I uninstalled it, and powered it down. BES no more. No more additional fees, no more 2 additional fail points, no more monitoring an extra server and with exchange 2010 we still have the ability to remote wipe devices if stolen or if someone quits in a non-friendly manor. That is built into Exchange 2010, no 3rd party stuff. I should add that the phone has to support it too, so of course iPhone doesnt, but our Androids do.
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