ITU Workshop on
“Environmentally Sound Management
of E-waste in Latin America”
(Quito, Ecuador, 13 August 2013)
Nokia’s Take Back Programs
Ed Butler
Recycling & Product EOL Mgr.
Nokia
Ed.butler@nokia.com
Quito, Ecuador, 13 August 2013
Nokia Internal Use Only
Nokia Internal Use Only
Consumer Awareness
• Only 9 % recycle their phones today
• Lack of awareness on where and how to recycle is
the main obstacle
• 76% of consumers agree that they would like to buy
a phone from a company that makes it easy to
recycle
31 Million
Nokia Internal Use Only
Nokia Internal Use Only
Puerto
Rico
LATAM Countries
Sustainability &
Environmental
Awareness 2012
Existing Take
back
New
regulations
Company Confidential. ©2010 Nokia
5
Recycling/collection
history -LTA
2002
Mexico , Puerto Rico,
2003
Guatemala, Panama, Jamaica,
Venezuela, Costa Rica, Ecuador,
Haiti, Peru
2004
Nicaragua, El Salvador, Honduras
2005
Colombia, Brazil, Chile, Uruguay,
Paraguay
Nokia Internal Use Only
Nokia’s Take back
Permanent services for consumers
– Nokia Service Points -6K+
– Electronics waste producer associations in EU27
countries + Australia + Canada
– Customer cooperation China , LTA, SEAP
– Free postage in USA, Finland, Norway and
Singapore
– Take back bins at Nokia branded retail
For Nokia Employees
– Take back bins at large Nokia office lobbies
Take back campaigns
– Country campaigns: USA, Malaysia, Indonesia,
Latvia, South Africa, UAE, India etc.
– Take back at Nokia events (Nokia World, AGMannual meeting, MWC)
– Cooperation with schools& universities, NGO’s,
suppliers, customers and retail
– Social media (Twitter I # recycling, You Tube…)
7
Nokia Internal Use Only
Earth Day 2007
“Over the three day campaign the Flagship
Stores collected a total of 33 phones, 21
batteries and 6 chargers. We handed out
26 trees for our guests to plant and enjoy.”
Nokia Internal Use Only
Nokia Internal Use Only
Recycle a Phone, Adopt a tree.
• NEWTrees is a joint initiative by WWF Indonesia, Nokia and Equinox Publishing in late 2007
• Nokia has sponsored planting of 140,000 trees in Sebangau, Rinjani and Chiliwung National
Parks, Indonesia
• It gives people an innovative way to help reforest this protected national park and monitor
the tree growth through Nokia Maps and geo tag Technologies
Nokia Internal Use Only
Objectives
PARTNERSHIP HIGHLIGHTS
CAPTIVATING AUDIENCES WORLDWIDE
6+M theatrical viewers; 5.5+M views of Nokia message
51M exposed to Nokia in learning venues
80 M exposed through on-line/Social Media Channels
Average of 1000 devices collected at each recycling promo
Total ROI through Q1 2010 was 3:1
11
Nokia Internal Use Only
Thank You!
ed.butler@nokia.com
Nokia Internal Use Only