The third quarter of 2024 witnessed a surge in promotional activity among US carriers, triggered by the launch of flagship devices from Apple, Samsung Electronics, and Google. Telecom companies aggressively targeted both new and existing customers with trade-in offers, switcher deals, and new line promotions, aiming to capitalize on the demand for premium smartphones.
According to GlobalData, a leading data and analytics company, preorder promotions for flagship devices, including the Apple iPhone 16 series, Samsung Galaxy Z Flip6 and Fold6, Google Pixel 9 series, and Motorola Razr series, accounted for 16% of total offers during Q3 2024.
Carriers offered attractive trade-in deals, with discounts of up to $1,900 on high-value devices like the Galaxy Z Flip6 and Fold6. These promotions aimed to entice customers to upgrade to newer models and commit to high-end plans, boosting carriers’ premium user base and reducing churn.
T-Mobile led the way with the highest number of promotions for these devices, offering a mix of trade-in, upgrade/trade-in, and new line promotions with discounts of up to $1,100. All major carriers presented comparable offers for both new and existing customers, highlighting their focus on customer retention and acquisition.
Interestingly, there was a greater emphasis on new line promotions for Pixel devices compared to trade-in or upgrade offers. This suggests that carriers are actively leveraging the Pixel series to attract new subscribers.
The intense promotional activity reflects the competitive landscape of the US telecom market, where carriers are vying for market share and customer loyalty in the face of new device launches and evolving consumer preferences.
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