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94% of T-Mobile customers trading in a BlackBerry during promotion, switched to another platform

Posted: , by Alan F.

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94% of T-Mobile customers trading in a BlackBerry during promotion, switched to another platform
A leaked internal memo from T-Mobile reveals that during the trade-in promotion that the carrier is running (which ends at midnight Wednesday), 94% of those who brought in a BlackBerry model to trade in, switched to a phone running a different platform. The information, which was published in a memo titled "Field Sales Update," also reiterated the information tweeted by T-Mobile CMO Mike Sievert on Monday. The marketing executive said that during the two-weeks of the promotion, the number of BlackBerry trade-ins soared 15 fold.

The promotion, which T-Mobile says in the memo "was created to provide additional value for our loyal BlackBerry customers while providing customer choice," offers $200 in return for any working BlackBerry model. The funds can be used to purchase a new smartphone, and if that smartphone is another BlackBerry, customers get another $50 for the trade.

Instead of getting BlackBerry CEO John Chen worked up enough to try to take on T-Mobile CEO John Legere over social media, these numbers should force Chen to sit back and smell the coffee, something that his predecessor never did. We think that Chen already knows what BlackBerry needs to do to get back into the game and that is produce a super spec'd model that impresses the benchmark junkies. To that end, BlackBerry is supposedly working on a 64 bit octa-core model that is being designed in-house.

The fact that 94% of those trading in a BlackBerry to T-Mobile switched platforms is an unmistakable sign that the Canadian manufacture did not impress with its current BlackBerry 10 lineup. But the good news is that the current administration at the company knows this, and unlike previous leadership, is not in denial.

Leaked memo reveals that 94% of those trading in a BlackBerry during T-Mobile's promo switched platforms

Leaked memo reveals that 94% of those trading in a BlackBerry during T-Mobile's promo switched platforms


source: TmoNews

22 Comments
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posted on 04 Mar 2014, 20:51 1

1. blingblingthing (Posts: 423; Member since: 23 Oct 2012)


Just run android.

posted on 04 Mar 2014, 21:47 3

5. Napalm_3nema (Posts: 850; Member since: 14 Jun 2013)


It's not the OS, it's the handsets. BB10 OS is, in many ways, superior to Android, with the convenience of running Android apk's in 10.2.1 (you had to convert them to .bar files in previous versions). Running Android on that lukewarm hardware won't solve anything.

posted on 04 Mar 2014, 23:44 1

10. Droid_X_Doug (Posts: 5605; Member since: 22 Dec 2010)


It is also the OS. OS10 has to have the most convoluted UI of any smartphone OS. I wonder how many of the BB trade-ins were of OS10 devices.

95% switch rate is telling Chen and company something. Only problem is that they may be out of time to do anything about it.

posted on 04 Mar 2014, 23:52 2

12. saiki4116 (Posts: 336; Member since: 31 Mar 2011)


I haven't used one, but I have seen some sarcastic videos by a blackberry fan, in which he showed how things in everyday life can be faster using Z10. The UX and thinking behind that is good, but they dont have the developer interest to get Native Apps. It's just that due Android, iOS dominance, people are not looking beyond them. I like Android, but honestly I was impressed by BB10 OS.

posted on 05 Mar 2014, 01:39

16. Droid_X_Doug (Posts: 5605; Member since: 22 Dec 2010)


You might try experiencing the OS10 environment. At one point, VZW corporate stores had the Z10 on display. I don't know if they are currently stocking any BB10 devices, though.

About 6 months ago, I visited a VZW corporate store and tried using the Z10. My BB experience was exclusive until 2010 when I tried my first Android device, the Droid X. My last BB experience was with BB OS7. Based on the OS10 experience, I can understand why BB sold 3.4 million OS7 devices last quarter. Compared to OS10, OS7 is a breeze to use. There may be more features provided by OS10, but the UI is too intimidating.

When there are viable alternatives from iOS, Android and even WP that are far easier to use and provide similar functionality, consumers will use those alternatives. Which is what you are seeing in the market - BB's market share is dropping like a stone.

And why 95% of BB trades during T-Mo's promotion went to something other than BB for a new phone.

posted on 05 Mar 2014, 01:13

14. hurrycanger (Posts: 981; Member since: 01 Dec 2013)


I think it's more of T-mobile's intention than BB's fault. T-mobile stores (I mean the stores, which you can walk into) don't carry Blackberry phones. Ordering phones from T-mobile website will take extra time and effort, then people need to mail the old BB's to T-mobile which will then take more time.
Besides, the price of the Z10 and Q10 is already about $200-$250 more than the price people get from eBay or Amazon (for brand new, not used or refurbished). If people are well informed or check prices first, they wouldn't go trade in to get a new BB from T-mobile because then the promotion will mean nothing.

I do not disagree that the switch rate may tell Chen and the company something, but I think that rate could be lower if T-mo played more fair.

posted on 04 Mar 2014, 21:00 1

2. Johnnokia (Posts: 486; Member since: 27 May 2012)


I like my Z10 that I bought from BalckBerry in black Friday promotion for $199.

It is really a nice phone, but still much stands behind Android or iOS.

Waiting for BlackBerry financial earning report by the end of this month and lets see how BlackBerry is doing with BB10.

posted on 04 Mar 2014, 23:45

11. Droid_X_Doug (Posts: 5605; Member since: 22 Dec 2010)


They are going to lose market share. Last quarerly report had BB selling more OS7 devices (~3.4 million if memory serves) than OS10 ones.

posted on 04 Mar 2014, 21:20

3. tatail (Posts: 215; Member since: 08 Jan 2010)


This is so great, I am one of the lucky 6%..
Good job BlackBerry. Great phone, Z10

posted on 04 Mar 2014, 22:28

7. Commentator (Posts: 2339; Member since: 16 Aug 2011)


You traded in an old Blackberry for a Z10 this last week?

posted on 04 Mar 2014, 22:49

8. TheGoat (Posts: 18; Member since: 03 Mar 2014)


oh so you're that 1 guy out of the 18 of you. You should've done what the other 17 did and gotten a superior phone.

posted on 04 Mar 2014, 23:30

9. Bernoulli (Posts: 1437; Member since: 01 Sep 2012)


nah t-mobile's nokia selection sucks.

posted on 05 Mar 2014, 01:23

15. hurrycanger (Posts: 981; Member since: 01 Dec 2013)


Totally agree that it sucks.

posted on 05 Mar 2014, 12:51 1

20. SemperFiV12 (Posts: 698; Member since: 09 Nov 2010)


Lumia 925.

Can get one for $260 off-contract! And it happens to be one of the best phones I've used.

posted on 05 Mar 2014, 02:29

17. tatail (Posts: 215; Member since: 08 Jan 2010)


I have used it, so I knew 100% what I want. I don't see a reason to just go along with majority.

posted on 04 Mar 2014, 21:24

4. downphoenix (Posts: 2293; Member since: 19 Jun 2010)


This doesnt surprise me, as Blackberry has been on a downhill trend, but the lack of any Blackberry devices in stores really spells doom. Even if someone is a blackberry diehard, you think they want to wait several days for a refurb Q10 to come into the store, or if they would rather get something they have now that is new and not refurbed? Im sure a large portion of the 94% were just ready to switch, but there had to be at least some that only switched because of not wanting to deal with the inconveniences just to stick with Blackberry.

posted on 04 Mar 2014, 22:17

6. Mxyzptlk (Posts: 3318; Member since: 21 Apr 2012)


So pretty much 5 people took the offer?

posted on 05 Mar 2014, 00:52 1

13. ddavis7387 (Posts: 20; Member since: 04 Mar 2014)


You do realize that the blackberry you trade in didn't have to be activated, so how many people do you think just picked up an old blackberry that was lying around, and took it to the t mobile store just to get $200 towards a new phone. In the last week I've just realized how full of s*** t mobile is. They might not do contracts but it cost more over a two year period for a phone and service from them than Sprint and AT&T.

posted on 05 Mar 2014, 13:56

21. downphoenix (Posts: 2293; Member since: 19 Jun 2010)


Not true. 4 lines $100 for T mo (50+30+10+10). Granted, that's only 500MB high speed, but an extra $10 each bumps it up to 2.5GB. In comparison, Sprint can be $100 for 4 lines, but that is as part of a framily plan that has at least 3 other lines involved on a separate account with 1GB each, extra $10 each to go to 3GB each. And AT&T is $160 for 4 lines, sharing 10GB. These rates all assume the no contract stuff for them (AT&T Next or Sprint Easy Pay).

posted on 06 Mar 2014, 19:21

22. ddavis7387 (Posts: 20; Member since: 04 Mar 2014)


4 lines = $100 with 500 mb of 4G assuming you BYOD
4 lines = $290 with unlimited and 4 premium phones pro rated over 2 years plus the insurance you have to get

posted on 05 Mar 2014, 08:40

18. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


Seems some of yall called it questioning if those trade ins were for another platform.

BB...the writings on the wall....time for an exit strategy before its too late....

posted on 05 Mar 2014, 11:39

19. apiskula (Posts: 567; Member since: 25 Jan 2013)


That because these people are smart and they have no use for that Blackberry garbage. The only problem is the carrier is garbage to.

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