T-Mobile ran a promo last month
calling for BlackBerry owners to trade in their device for an iPhone
5s. Zero down. It was legitimately a good deal. But BlackBerry fanboys took the offensive and attacked.
BlackBerry’s CEO followed suit and went on to call T-Mobile’s promotion
“inappropriate” and an “ill-conceived marketing promotion.”
Well, it looks like T-Mobile’s promotion was an overwhelming success and BlackBerry owners dumped their devices en masse.
According to a leaked internal T-Mobile memo,
during the promo, the wireless carrier saw a 15x increase in BlackBerry
trade-ins with 94% opting for a non-BlackBerry device. And that’s after
T-Mobile modified the program to allow BlackBerry owners to upgrade to a
new BlackBerry.
The specific number of trade-ins was not reported.
Expect more moves like this from T-Mobile. As the bottom of the
leaked memo states, “If this is what the customers want, this is what
customers will get!”
T-Mobile wisely targeted a demographic largely left behind in the
smartphone wars. The promo was snarky and brash, but clearly effective.
The wireless carrier understands its customers. It’s not like T-Mobile
offered to take iPhone trade-ins for BlackBerry devices. That would just
be silly.
Report source : techcrunch.com
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