Trading in an iPhone can pay off well: BlackBerry offers up to $550.
News has emerged of a decidedly aggressive marketing initiative being implemented by BlackBerry.
In anticipation of the holiday sales period, the company has decided to offer potential buyers in North America a particularly appealing promotion.
The target, however, is very clearly defined: BlackBerry is indeed turning its attention to the hardcore fan base of Apple.
The attack is direct and concerns the possibility of receiving a bonus of $550 on the purchase of the brand new BlackBerry Passport, the latest device from BB and currently its top-of-the-line model.
To receive this substantial discount, customers will need to visit authorized stores and hand over their iPhone, which will then be accepted as part of a “trade-in” operation.
Specifically, there is a price list that must be adhered to, based on the model of the iPhone being traded in.
For the iPhone 4S, the contribution will be $90, while for the latest iPhone 6, customers will receive $400. To these amounts, an additional $150 bonus will be added, applicable in all cases to all buyers.
The promotion is currently activated only in North America, and it is not known if the initiative will be extended to Europe or replicated in other parts of the world at some point.
Another detail is that this will be a limited-time promotion, starting on December 1st but valid until February 13th, 2015.
Will BlackBerry manage to chip away at Apple’s marketing strength and appeal with such a “brazen” and overt move against the Cupertino giant?
How will consumers react? It’s difficult to predict at this moment, but it certainly seems that BB wants to fight a battle based solely on price.
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