Archive for August 16th, 2012

JUMP is working for Phones 4U

Phones 4u today announces the success of its nationwide roll-out of JUMP (‘Just Update My Phone’), with one quarter of overall sales on the top selling handsets taken out on the flexible contract, which enables consumers to upgrade their mobile phone as often as every 6 months.

After an initial trial period, JUMP has been available in all 640 stores nationwide since 1^st June 2012. The response from consumers has been extremely positive: one quarter of all sales on the latest handsets are JUMP contracts; one in five eligible consumers have already ‘JUMP’ed and upgraded their handsets to newer devices; and 98% of these traded-in older devices at the time of upgrade.

Alistair Firth, Director of Customer Experience at Phones 4u, said: “We’re delighted at the initial response to JUMP. In some stores, JUMP contracts account for up to two-thirds of all contracts being sold, with uptake around London, Birmingham and the surrounding areas doing particularly well.”

So far the highest selling handsets on JUMP contracts are the newly launched Samsung Galaxy SIII (51%) and the iPhone 4s (40%) validating the research that indicated that for customers looking for the very latest devices on the market, flexibility around being able to upgrade to the next latest device when its available is very important.

Firth continues: “The initial results support research conducted prior to our trial, which found that some people have been frustrated by 18-24 month contracts and want to get their hands on the latest devices sooner. We’ve found this particularly true with early adopters from the younger age ranges, with results revealing a peak for customers aged around 21 taking out JUMP contracts.  We will continue to work hard to ensure that we always have the very latest smartphones available within our JUMP range for this particular audience”.

Differing from other flexible offerings on the market, JUMP doesn’t require any upfront fees at the point of upgrade and customers own their handsets rather than lease them. For the added flexibility of being able to upgrade as often as every six months, customers will only need to pay an average added monthly cost of £2.99 – £3.99, dependent on the original JUMP contract chosen.

Posted by: James