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T-Mobile memo: majority of BlackBerry trade-ins chose other devices

updated 07:50 am EST, Wed March 5, 2014

Increase in BlackBerry trade-ins countered by mass exodus from platform

A recent promotion from T-Mobile offering credit towards another device when trading in a BlackBerry smartphone has apparently caused an exodus of users to other platforms. A report claims that the two-week promotion has led to 15 times the normal amount of BlackBerry devices being traded in, and that 94 percent of these users are using the credit to switch to a non-Blackberry device.

An internal memo received by TmoNews claims the offer has been extremely popular, though stops short of advising how many customers specifically took up the promotion. The original offer provided $200 to BlackBerry users trading in their working device for any smartphone, though a blog post from BlackBerry CEO John Chen slamming the carrier over the "anti-BlackBerry" effort led to T-Mobile amending the offer, adding an extra $50 if the customer opts for a BlackBerry Z10 or Q10 as their new device.

Leaked memo for T-Mobile BlackBerry trade-in results
Leaked memo for T-Mobile BlackBerry trade-in results


While the offer was attractive enough to draw out far higher numbers of BlackBerry trade-ins than before, the extra $50 bonus for sticking with the BlackBerry platform appears to be not enough to retain customers. Now that the offer is over, the number of trade-ins will likely decrease back to original levels, though customers will likely only receive the market value for the devices, something which T-Mobile CMO Mike Sievert placed as between $5 and "a little over $100."




by MacNN Staff

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Comments

  1. noibs

    Fresh-Faced Recruit

    Joined: 07-09-07

    This story was posted about 8AM eastern time this morning. It's now almost 2PM eastern time. This is the only comment. Is Blackberry done or what? Nobody cares. It still remember the jokes the folks at Blackberry were making when the iPhone was released. Who is laughing now?

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