Exchange on the terms and conditions of the seller
The South Korean electronics manufacturer Samsung Electronics has launched in Russia the share of trade-in exchange of old smartphones with new ones, says the official message of the company. 1 through may 31, owners of mobile devices Samsung series Galaxy A, Galaxy S5 and three models from Apple — iPhone 5S, iPhone 6 and iPhone 6 Plus can convert these devices and get a discount of up to 20 thousand rubles. when buying new models Samsung Galaxy A3 (cost from 15 thousand roubles), Galaxy A5 (from 18 thousand rubles.), and Galaxy A7 (32 thousand rubles), as well as of Samsung Galaxy S7 (50 thousand rubles) and S7 Edge (60 thousand roubles).
The offer does not allow you to exchange the old unit for money and also to make cash-strapped or with a surcharge from the seller exchange. The cost of the smartphone will be able to identify consultants in the sales points of the Samsung. In terms of action, the apparatus can be any color and memory size, but must be in good technical condition.
A year ago, the company already conducted a similar campaign, but it could only participate residents of Moscow and St. Petersburg. Then the buyers traded the previous Samsung flagship smartphones series Galaxy S and Galaxy Note, and Apple devices on the model of Galaxy Note 5, Galaxy S6 Edge, Galaxy S6 Edge and Galaxy S6 and receive a discount of up to 15 thousand rubles, reminds the head of Samsung Mobile in Russia Arkady Count. According to him, in 2015, according to trade-in the buyers acquired 20% of all sold during the promotion, smartphones of these models.
The new flagship Samsung smartphone and Galaxy S7 Galaxy S7 Edge, the company introduced in February of 2016, and they are more popular than the previous model. According to SamMobile China, from March 11 on these models in China was made more than 10 million pre-orders. As specified by analysts at Counterpoint Research in China sales of Galaxy S7 in the first month after the release exceeded the results of Galaxy S6 by 10%.
iPhone in installments
In 2014, a discount of up to 14 thousand rbl. on any equipment when disposing of old mobile has offered its customers and the retailer “Eldorado”. The buyer could use the offer from late August until the end of December. The representative “Eldorado” was not able to quickly tell how many customers took advantage of the offer.
With a similar initiative at the global level, previously made by Apple. In September 2015 during the annual presentations of new American company has introduced a program iPhone Upgrade Program that allows you to issue a monthly “subscription” on the device and get a new iPhone once a year, immediately after the release of the new version. To become a member, the buyer must sign a two-year contract with Apple and a loan agreement with Citizens Bank N. A. in Return, he gets the iPhone 6S or 6S Plus in installments — monthly payment is $32,41 up to 44,91 depending on the memory size and model. New company in SE iPhone programme iPhone Upgrade Program was not included.
In China a similar action in 2015 has launched another smartphone manufacturer — Huawei, together with one of the local partners. The buyer on a special website to enter data of your smartphone, after which he obtained an approximate cost depending on model and condition. If the price arranged, Huawei has released a coupon for that amount that was allowed to get a discount at the online store and the smartphone took away the partner Huawei.
Stimulation of a falling market
Manufacturers launching the trade-in program to stimulate consumer demand, said a senior research analyst of IDC Natalia Vinogradova. According to her, this is a very popular trend in the world: producers for shares in a certain price segment were willing to exchange similar phone with a minimal fee or virtually free of charge. Sometimes, a manufacturer can implement such shares at a loss, if market share is important to him, said Vinogradov. She added that because Samsung’s shipments in Russia are stable, “so the sale is still going and the action should have a positive impact on stimulating demand”.
I agree with Vinogradova, head of the Department of cellular and digital devices J’son & Partners Consulting Eugene Almenov: trade-in programme aimed at support of sales of the flagship models and keeping the market shares of the leading producers, he said. Smartphone sales in Russia in 2015 fell for the first time since 2009 to 25.3 million units, noted Almenov.
In his opinion, manufacturers do such actions, as the Russian buyers of smartphones are less willing to overpay for the brand and prefer to buy similar in characteristics of the device at a lower price. A number of new producers, focused on the budget segment in 2015 could take a significant share in the smartphone market, continues Almenov, so the traditional manufacturers have to fight for the buyer.