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
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."