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“Surely no-one would want this old thing” Mobile Phone Recycling in New Zealand

“Surely no-one would want this old thing” Mobile Phone Recycling in New Zealand. Vodafone Group Plc. 179.3 million customers at end of 2005. Valued at approximately £65 billion. Listed on the London Stock Exchange and the New York Stock Exchange.

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“Surely no-one would want this old thing” Mobile Phone Recycling in New Zealand

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  1. “Surely no-one would want this old thing”Mobile Phone Recycling in New Zealand

  2. Vodafone Group Plc 179.3 million customers at end of 2005. Valued at approximately £65 billion. Listed on the London Stock Exchange and the New York Stock Exchange. Formed in 1984 as a subsidiary of Racal Electronics Plc. In 1991, Racal Telecom Limited de-merged from Racal Electronics Plc, became an independent company and changed its name to Vodafone Group Plc. Vodafone Group Plc bought BellSouth New Zealand in 1998 for $750 million and the company was renamed Vodafone New Zealand. At the time, Vodafone New Zealand had just 138,000 customers.

  3. Vodafone New Zealand 2 million customers at end of 2005. 53% share of the New Zealand mobile market. A fully owned subsidiary of Vodafone Group Plc. More than 1100 mobile phone sites around New Zealand making up our GSM digital network, which covers 97% of where the population work and play. Vodafone New Zealand employs approx 1400 passionate people and provides jobs to hundreds more contractors and suppliers.

  4. Our vision and DNA Vision To be the world’s mobile communications leader ... … enriching customer’s lives, helping individuals, businesses & communities be more connected in a mobile world Our Passions For our customers For our people For results For the World Around Us

  5. Company Value Passion for the world around us Strategic Goal To be a responsible business Theme Key promises Inclusion 1. Phone recycling 2. Customers (responsible marketing) 3. Environment (energy efficiency/climate change) Consistent operational standards Group corporate responsibility initiatives Our global Corporate Responsibility strategy

  6. Our global Corporate Responsibility issues Consistent operational standards Define performance standards on Group CR initiatives: • Phone re-use and recycling • Customers (responsible marketing) • Environment (energy efficiency / climate change) • EMF (network deployment and mobiles) • Waste • Supply chain (ethical purchasing) • High social value products & services • Employees Engage and respond to stakeholder views on the above

  7. 1% 1% 1% 1% 4% 2% 3% 29% 8% 9% 10% 16% 15% Materials of a typical mobile phone

  8. Global mobile phone recycling • 1.37 million phones recycled or reused last year • Over 50 million phones sold each year • Recycling schemes established at all Vodafone operating companies • Target for 2007 - a 50% increase • Not meeting expectations of our stakeholders • Commitment to actively support recycling/reuse programmes in developing countries

  9. Global mobile phone recycling

  10. Local mobile recycling • Approximately 3.9 million active mobile phone accounts in New Zealand • Estimated 800,000 unused mobile phones in households across the country • Average of 2.1 mobile phones per household • Of households with more than one phone, almost half have a phone which is no longer in use * Source – UMR Research Electronic and Electrical Equipment Survey for the Ministry for the Environment – January 2006

  11. What do people do with their old mobile phones? • Store/keep it no longer in use (28.5%) • Give it family/friend (19.2%) • Dumped it (14.3%) • Traded it in (10.5%) • Returned to shop for disposal (7.0%) * Source – UMR Research Electronic and Electrical Equipment Survey for the Ministry for the Environment – January 2006

  12. Top five reasons for keeping an old mobile phone • Keeping it as a backup (41.9%) • Planning to give it away (19.0%) • Don’t know how to dispose of it (13.0%) • It’s broken but think it still has value (7.2%) • Planning to sell it (3.3%) * Source – UMR Research Electronic and Electrical Equipment Survey for the Ministry for the Environment – January 2006

  13. How have we performed?

  14. Identifying Recycling Channels • General public • Business and institutional customers • Existing recycling/waste channels • Key challenge: Creating incentives and removing barriers to recycling your old mobile

  15. Consumer recycling Creating Incentives • Trade in deals • Cause related recycling • Free pre-pay credit • Incentives for retail employees Removing Barriers • Recycling bins in all retail stores • Freepost address: Vodafone Recycling Programme Freepost Private Bag 92222 Auckland Mail Centre

  16. Business/Institutional recycling Creating Incentives • Appeal to their environmental responsibilities • Incentivise collection channels – sales managers etc. • Cause related marketing Removing Barriers • Mobile recycling week programme • Recycle New Zealand deliver and pick up bin • Communications guidelines and materials

  17. Key Messages for Delegates • We want more phones! • We need to tie in to other local recycling channels to promote the scheme and collect more phones e.g. HazMobile via ARC • Contact: recyclingnz@vodafone.com • Come and talk to us at the Recycle NZ stand

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