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Sprint's share of Apple iPhone sales at Best Buy double those at the Apple Store

Posted: , by Alan F.

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Sprint's share of Apple iPhone sales at Best Buy double those at the Apple Store
Sprint's share of Apple iPhone sales at Best Buy doubles its share at the Apple Store

Sprint's share of Apple iPhone sales at Best Buy doubles its share at the Apple Store

We all know how important the Apple iPhone 4S is to Sprint. The carrier has a $15.5 billion commitment to the phone, so it is important to the carrier to have healthy sales of the device no matter who the actual retailer is. That is why it is a bit disconcerting for the carrier to find that it has twice the number of sales of the Apple iPhone 4S at Best Buy than it does at the Apple Store. In comparison, both Verizon and AT&T sell roughly the same number of Apple iPhone 4S handsets in Best Buy as they do at the Apple Store.

A study done by Consumer Intelligence Research Partners (CIRP) shows that Sprint has 9% of Apple iPhone sales at the Apple Store compared with 19% of iPhone sales at Best Buy. That stat in a vacuum would be meaningless except that both AT&T and Verizon have a slightly higher share of Apple iPhone sales at the Apple Store than they own at Best Buy. According to CIRP's Michael Levin, Sprint suffers at the Apple Store from being "third to the dance." He adds that at "carrier-agnostic" locations like the Apple Store, AT&T's large number of iPhone users dating back to the first launch in 2007, and Verizon's large number of customers, are preventing Sprint from gaining any traction.

The one hope that Sprint has is that as more and more AT&T and Verizon Apple iPhone totin' customers come off contract, they might want to take a look at Sprint's unlimited data plans for the device. Sprint is the only one of the three to offer unlimited data with the Apple iPhone and has been advertising this heavily. But even that might not be enough to get iPhone users to switch. According to CIRP, AT&T and Verizon retain 94% of Apple iPhone users on their respective networks.
"Sprint is really suffering from being third to the dance. At the Apple Store and other carrier-agnostic retailers, there is still very little switching, and Sprint just doesn’t have enough existing customers walking through the door. … AT&T’s installed base of iPhone customers and Verizon’s huge, satisfied customer base are proving a barrier to Sprint growing its market share."-Michael Levin, CIRP partner

source: AllThingsD

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posted on 26 Jun 2012, 21:34 3

1. phnrpt (Posts: 18; Member since: 28 May 2012)

Poor blinded sprint, you picked the wrong girl.
The sexy girls in town are galaxy note and galaxy III.
Just see how T-mo is gonna soar.

posted on 26 Jun 2012, 21:51 2

2. lsutigers (Posts: 821; Member since: 08 Mar 2009)

This report doesn't necessarily mean Sprint is not converting At&T and VZW customers at Best Buy, in their stores or other retailers. Based on this report Sprint is about a third of Verizon in sales at the Apple store and given the fact that they were the last to carry the phone and half the size of Verizon is not disproportionate. Sprints last iPhone sales report showed them selling about 50% of their iPhones to new customers where as ATT and VZW were only selling about 20% to new customers, they were mostly upgrades.

posted on 26 Jun 2012, 23:05 3

3. vvelez5 (Posts: 623; Member since: 29 Jan 2011)

I can actually answer this one pretty easily as to the reason why that is.
Best Buy Mobile employees usually try Sprint for new customers first. Knowing a customer wants an iPhone and finding out a customers credit isn't very good, the go to company is Sprint. There were times when ATT and Verizon asked in the range of $400- $600 for a down payment for new customers whose credit is less than stellar and Sprint comes in asking for no more than $100 or even many times no money down. And for employees of Best Buy Mobile since they are looking at number of activations and it doesn't matter what company it is they go for the one that will get them the sale the easiest.
Source: Best Buy Mobile Employee.

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