Smartphone - Samsung also tempted by the way Apple leasing?

Samsung would consider, such as Apple iPhone, launched in the US a purchase program for its high-end smartphones that allow consumers to pay their terminal in monthly installments (leasing). An effective method to encourage the renewal of the park?

To support their smartphone sales, manufacturers therefore rely on winning new customers and renewals. The consumer replacement cycle is closely monitored.
According to a study carried out by Kantar WorldPanel on the US market, owners of smartphones on average retain their device for 22 months. Variations between brands, however, are very significant.

Simple response or effective strategy for renewal?

At Apple, renewing average cycle is 25 months. With its new program to purchase, leasing, manufacturer offers US customers the option of paying in installments their new iPhone. One way to do without the operators and make it softer purchase - even if ultimately the smartphone is paid much more.

The great rival Apple on the high end, Samsung intends to launch a similar program - including history that its customers do not go to competition. According to Forbes, the leasing purchases would target specifically the US market and would apply to its flagship stores, its most expensive models.

According to a source interviewed by the English site, the program could be launched by Samsung shortly, within two weeks, if not even earlier. For US operators, this would be an additional competition.

Few clients spent on the S6 and S6 Edge

With leasing, Samsung can it improve sales and encourage renewal? According to Kantar, the replacement cycle in the US for the Korean terminals is 18 months. At first glance, it's better that Apple (25 months).

Except that its competitor has reason to be satisfied with the renewal rate recorded since the launch in 2014 of the iPhone 6. Since last September, the US, 32% of iPhone owners have replaced their smartphone, 47% for iPhone 6 and 16% on 6 Plus.

On the occasion of the release of the latest generation of its Galaxy range (S6), only 9% of Samsung's customers have renewed their equipment, which just 10% for a Galaxy S6 and only 4% for the Edge S6 . A slow start, in perspective however, because the observation period is limited to April 2015 to July 2015, or the first few months after launch.

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