1. GoJaysGo's Avatar
    https://ca.news.yahoo.com/blackberry...100000549.html

    BlackBerry made international headlines recently when it offered Apple users up to a whopping $600 to trade in their iPhone for a new BlackBerry Passport device. But one month into the program, you may have a tough time finding someone who has taken the plunge.
    A technology analyst suspects BlackBerry never actually expected its trade-in offer would lure legions of iPhone fans. Instead, Carmi Levy believes the campaign is simply a marketing ploy “designed to raise eyebrows and get people talking about the brand."
    BlackBerry’s so-called "Trade-Up Program" began on Dec. 1 and expires on Feb. 13 of this year. It’s open to consumers in both Canada and the U.S. who are ready to give up a functional iPhone 4S or better for a Passport. In return, they will get up to $400 depending on the quality of the iPhone plus a $200 top-up ($150 in the U.S.).

    Blackberry mum on numbers

    BlackBerry won’t divulge to CBC News how many people have so far relinquished their iPhone for a Passport. But the company said in statement that “we are pleased with the response.”
    It added the campaign “was designed to encourage Apple iPhone users to transition to BlackBerry and discover a brand new smartphone.”

    That’s a very tough challenge. Data provided by Morgan Stanley Research last July showed that iPhone users are the most loyal, with 90 per cent of them sticking with Apple when upgrading phones. Meanwhile, according to International Data Corp., BlackBerry owned less than one per cent of the global smartphone market share in the second quarter of 2014.

    Some analysts labelled BlackBerry’s trade-up deal a last-ditch effort to sell phones. But Levy says it was a calculated plan with an ulterior motive.

    The tech expert does not have inside knowledge of the company but believes “they knew full well that millions of iPhone users would not be beating down doors to exchange their devices for new Passports. But they proceeded anyway because the end game was not to convert people."
    "The end game was to get [people] talking about BlackBerry at a level they hadn't been talking about BlackBerry up until now," he adds about a company that continues to suffer from diminished glory and declining phone sales.

    How many made the trade?

    To emphasize his point, Levy, who also writes for the industry website, Voices.com, says he can’t find anyone who swapped an iPhone for a Passport, despite casting his net wide.
    CBC News also launched a search and managed to find an online discussion forum about the topic on crackberry.com where a Jeffm63 wrote that he was considering the deal. He asked the forum on Dec. 25, “Has anyone taken advantage of this [BlackBerry Passport Trade-up] promo?” No one replied yes.
    So did Jeffm63 take the plunge? CBC News tracked him down. Turns out Jeff McRae from Sarnia, Ont., has always been a devout BlackBerry fan and the iPhone he was hoping to trade in previously belonged to his sister.

    In the end, McRae didn’t swap his sister’s old iPhone because he discovered it was probably too trashed to meet the requirements. But he still bought the Passport without the rebate "because I was already sold on the device and I was already on the [BlackBerry] platform."

    Graeme Close is an ex-BlackBerry user who switched to the iPhone 4.5 years ago. But he says he’s happy with Apple and never contemplated trading his phone for a Passport: "Never has it crossed my mind to switch or never have I talked to anybody who has switched," he says.
    International attention
    Regardless of whether or not the company has been flooded with iPhone to Passport converts, undoubtedly, the trade-up campaign has helped boost the BlackBerry brand. Even media in regions where the deal isn’t offered — like India and the U.K. — reported the story.

    Levy says BlackBerry is shifting toward becoming a software and services company. But the public connects better with smartphone advertising because we use and understand the device. So, he says, "marketing activities like [the trade-up program] are key parts of a larger strategy designed to send the message that the company remains viable."

    Or, as BlackBerry fan McRae says, "any news is good news."
    01-06-15 08:54 AM
  2. LoganSix's Avatar
    Uhhhh...yes, it was a marketing ploy. Anything to sell product or get name recognition is a marketing ploy.

    Posted from my Z30 using CB10
    01-06-15 08:57 AM
  3. trsbbs's Avatar
    I said it was all PR hot air when they announced it. Shock me shock me.

    DOH!

    How stupid does BlackBerry think we are?

    Chen is desperate. His phones aren't selling. BBM still is a loss. QNX doesn't make enough. Service revenues continue to decline. The Passport flopped. He has sold off their property assets. Etc. etc. etc..

    Sad..

    He will once again cut something in the next 6 months.

    Running out of low hanging fruit John?

    It's simple John, really. Just sell what folks want and not just what you like.

    BlackBerry hates America!
    BB_Junky likes this.
    01-06-15 10:10 AM
  4. yessuz's Avatar
    I said it was all PR hot air when they announced it. Shock me shock me.

    DOH!

    How stupid does BlackBerry think we are?

    Chen is desperate. His phones aren't selling. BBM still is a loss. QNX doesn't make enough. Service revenues continue to decline. The Passport flopped. He has sold off their property assets. Etc. etc. etc..

    Sad..

    He will once again cut something in the next 6 months.

    Running out of low hanging fruit John?

    It's simple John, really. Just sell what folks want and not just what you like.

    BlackBerry hates America!
    why "stupid"?

    ANY ad has main target: it has to be talked about. that's why, sometimes, the most stupid add is the most discussed one. Sometimes - much more than some epic and nice one.

    the aim of the campaign was to have the buzz.
    buzz happened.

    bullseye
    01-06-15 10:20 AM
  5. anon1727506's Avatar
    The can't afford to pay for marketing so these gimmicks get them so free headlines.... even a month after announcing it.

    Interesting that they used CrackBerry as a research tool.... to support that no one was really considering doing this.

    I think the real problem was that if you had an older device, they really wouldn't give you much for it. It was only a good deal if you had gotten an iPhone 6 for free or $200 on contract and then turned around and traded it in for the full $600. Of course you would have wanted a Passport over the iPhone in the first place....
    01-06-15 10:23 AM
  6. glamrlama's Avatar
    When isn't marketing a ploy? This is one of the best that BBRY has had in a while. It cost virtually nothing and people are still talking about it. Getting people talking about your product; that's marketing. Not sure what people are so surprised or confused about.
    01-06-15 10:32 AM
  7. canadian nick's Avatar
    I said it was all PR hot air when they announced it. Shock me shock me.

    DOH!

    How stupid does BlackBerry think we are?

    Chen is desperate. His phones aren't selling. BBM still is a loss. QNX doesn't make enough. Service revenues continue to decline. The Passport flopped. He has sold off their property assets. Etc. etc. etc..

    Sad..

    He will once again cut something in the next 6 months.

    Running out of low hanging fruit John?

    It's simple John, really. Just sell what folks want and not just what you like.

    BlackBerry hates America!
    It did it's job, people are still talking about it and it didn't cost them much.

    As far as BBM and qnx at least they are now in a position to start making money for BlackBerry. Selling of assets sucks but there is no use keeping stuff you don't need, it will buy time to complete the turn around.

    I personally like what BlackBerry has been making. I love my passport and hope there is a top end all touch device coming soon too. I'm curious as to what you were looking for?

    Posted via CB10
    01-06-15 10:39 AM
  8. EchoTango's Avatar
    Of course it's a marketing ploy, are we saying Blackberry can't or is denied this option ? The underlying message of this program was "Apple users are looking to trade-in iPhones and Blackberry is simply taking advantage of this trend". Whether or not it is true is beside the point, the implied message is out there. Is an act of desperation...maybe, but at least the Blackberry marketing team is doing something to promote the brand instead of "taking it on the chin" over and over again without ever responding.

    I think it's high time Blackberry started to drive the marketplace conversation and stop being the whipping boy for all and sundry.
    01-06-15 11:08 AM
  9. GoJaysGo's Avatar
    Other than outside these Crackberry walls, was this a success? Yes, it got headlines, and those are long gone (with the exception of the one I posted), but I would bet the amount of people that switched, Chen could count on his hands. It was a desperate marketing ploy that in my mind back fired on them. It show BlackBerry as a weak company, with poor tactics and unfocused goals.
    01-06-15 12:27 PM
  10. LoganSix's Avatar
    Other than outside these Crackberry walls, was this a success? Yes, it got headlines, and those are long gone (with the exception of the one I posted), but I would bet the amount of people that switched, Chen could count on his hands. It was a desperate marketing ploy that in my mind back fired on them. It show BlackBerry as a weak company, with poor tactics and unfocused goals.
    How did it backfire? Did people trade-in their Passports for iPhones?
    You do know that they haven't released Passport and Classic sales numbers because fulfillment didn't happen until this quarter.

    Posted from my Red Passport
    01-06-15 04:30 PM
  11. dusdal's Avatar
    Sorted.
    01-06-15 05:12 PM
  12. THBW's Avatar
    The can't afford to pay for marketing so these gimmicks get them so free headlines.... even a month after announcing it.

    Interesting that they used CrackBerry as a research tool.... to support that no one was really considering doing this.

    I think the real problem was that if you had an older device, they really wouldn't give you much for it. It was only a good deal if you had gotten an iPhone 6 for free or $200 on contract and then turned around and traded it in for the full $600. Of course you would have wanted a Passport over the iPhone in the first place....
    Clearly, you have no idea how marketing works or how to generate sales. This was actually a clever effort that left people talking for weeks. Talk = success. Marketing 101. Seems like BlackBerry has actually figured out this marketing thing.

    Might I suggest some light reading on the history of marketing. I think you might find the bit related to Nike's early marketing approaches similar to what BlackBerry is using today. It's not new but it's effective.

    Posted via CB10
    01-08-15 01:15 AM
  13. THBW's Avatar
    I said it was all PR hot air when they announced it. Shock me shock me.

    DOH!

    How stupid does BlackBerry think we are?

    Chen is desperate. His phones aren't selling. BBM still is a loss. QNX doesn't make enough. Service revenues continue to decline. The Passport flopped. He has sold off their property assets. Etc. etc. etc..

    Sad..

    He will once again cut something in the next 6 months.

    Running out of low hanging fruit John?

    It's simple John, really. Just sell what folks want and not just what you like.

    BlackBerry hates America!
    The fact that you are talking about BlackBerry's products and marketing strategy tells you it was a success. LOL, do you not get the irony of your own comments.

    Posted via CB10
    01-08-15 01:20 AM
  14. THBW's Avatar
    When isn't marketing a ploy? This is one of the best that BBRY has had in a while. It cost virtually nothing and people are still talking about it. Getting people talking about your product; that's marketing. Not sure what people are so surprised or confused about.
    Yes, it's rather funny that all the usual BlackBerry haters seem perturbed by a diabolical marketing tool that it is employed by nearly every major fortune 500 company. Things are pretty desperate when the haters are grasping quotes from "Jeff in Sarnia". Is this like a royal Canadian air farce skit where Mike from Canmore will come out next to pitch Google glasses. This thread gets funnier by the minute.

    Posted via CB10
    01-08-15 01:35 AM
  15. Thesmartmale's Avatar
    Can we talk freely now? Or is someone from yahoo watching this thread too? I mean seriously they are turning this into a drama series, "his sisters iPhone was trashed" blah blah blah

    Posted via CB10
    01-08-15 02:55 AM
  16. TGR1's Avatar
    The CBC spin is no more unwarranted than the CB spin that it was awesomely successful because now people are talking and aware about the Passport.

    1) People are now aware of the phone and will at least try it, love it, buy it, recommend it.
    2) People do not hear numbers from BBRY about uptake, roll their eyes and dismiss yet another failed attempt by BBRY.

    So which is the more likely scenario?
    01-08-15 11:51 AM
  17. Glenn Biddle's Avatar
    This just in, apple putting adds on television is nothing more than a marketing ploy.

    Posted via CB10
    hpjrt, dusdal and berry4life99 like this.
    01-08-15 01:42 PM
  18. greenberry666's Avatar
    I thought that ploy was for people who couldn't afford a passport and wanted it on contract:

    Get an iPhone 6+ on contract. Swap it for a Passport.

    Meanwhile Chen performs voodoo rituals on the IPhone 6+.

    Posted via CB10
    01-08-15 10:19 PM
  19. GoJaysGo's Avatar
    This just in, apple putting adds on television is nothing more than a marketing ploy.

    Posted via CB10
    Thanks for the one Captain Obvious.

    However Apple's "marketing ploys" equals sales. I live in Canada, and have never, ever seen a BlackBerry commercial on TV. No marketing equates to no sales. How are BlackBerry phone sales? Yep, not even BlackBerry will tell how many it sold...
    01-09-15 12:05 PM
  20. Glenn Biddle's Avatar
    Thanks for the one Captain Obvious.

    However Apple's "marketing ploys" equals sales. I live in Canada, and have never, ever seen a BlackBerry commercial on TV. No marketing equates to no sales. How are BlackBerry phone sales? Yep, not even BlackBerry will tell how many it sold...
    Yes Mr swift it is obvious that apples adds on TV are a marketing ploy. Just like it's obvious that Blackberries iPhone trade ins are a marketing ploy. That was the point. Is it effective? Well its got you talking about it.

    Posted via CB10
    Last edited by Glenn Biddle; 01-09-15 at 02:22 PM.
    01-09-15 01:47 PM

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