By Esther Maganga & Jianyu Lin (Ivy)
Overview Phase 1
• • • • • •
Communica;ons history Company history Corporate iden;ty Type of product-‐design Defini;on of problem Market Research (current)
Communica3ons History
hGps://www.youtube.com/watch?v=rDkxsNmKDGk
Communica3ons History • Cave Pain;ngs • Smoke signals • Carrier Pigeons
• • • •
Prin;ng Press Telephone Radio Television
• Internet • Tex;ng messaging • Social Networks
History • •
• •
1865 -‐ Mining engineer Fredrik Idestam set up his first wood pulp mill on the banks of Tammerkoski Rapids in the town of Tampere, in Southwestern Finland. 1868 -‐ About 15 kilometres west of Tammerkoski on the banks of Nokianvirta River, Idestam established his second factory; Finnish Rubber Works Ltd. The company made boots, tyres and products for industrial rubber. 1871 -‐ Idestam’s friend, Leo Michelin helped him to merge two factories (Wood Pulp Mill and Finnish Rubber Works Ltd) into one and renamed it Nokia corpora;on. 1902 -‐ They set up a Cable sector and Telecommunica;ons sector and later developed it into Nokia.
Wood pulp mill (Nokianvirta River)
Nokia rubber boots & tyres
History •
• • • •
1967 -‐ Nokia became a large domes;c company across industries in Finland. The industry involved a number of areas such as paper, chemical, rubber, cable, pharmaceu;cal, natural gas, petroleum, military and Nokia mobile phone manufacturing started in 1960. 1982 -‐ Nokia produced the first European mobile telephone network in the phones Sector (Mobira Talkman). 1996 -‐ Nokia were leading for 15 consecu;ve years, their mobile phone market shares were in first place. This meant that Nokia could launch Symbian and MeeGo smartphone. 2010 -‐ MeeGo and Symbian^3 were released but failed to beat IOS and Android because the system was more advanced. 2011 -‐ In London Nokia announced a strategic partnership with Microsoe to abandon Symbian and MeeGo. Nokia now use Windows Phone opera;ng system and par;cipate in the development of the system.
Mobira Talkman, NMT450 portable car phone, 1984
Corporate Iden3ty Nokia’s corporate iden;ty is governed by Finnish laws and regula;ons. It states that companies must disclose if they deviate from an individual recommenda;on of the Code and provide an explana;on for doing so. Nokia strives for the highest degree of ethical conduct. They stand by their Finnish culture which is about being honest, truthful and transparent. “We are commi+ed to running our business with industry leading, ethical and responsible business prac9ces”. All employees at Nokia must follow the code of conduct in order to stay true to their values. These driving factors have set Nokia’s approach to ethical and sustainable business prac;ces.
Code of Conduct
• • • • •
Segng the highest standards (ethical conduct) Promo;ng human rights Sustainable innova;on Zero tolerance for corrup;on Connec;ng people to mobile products and services
Corporate Iden3ty Sustainability
Nokia’s environmental strategy is based on global standards, processes and prac;ces rela;ng to products, services, management of facili;es and produc;on sites. The goal is to reduce the environmental impact of their products, services and opera;ons by improving product life cycle.
Implementa3on
• Minimizing use of energy • Take-‐back mechanism • Recycling of materials & used products • Avoid raw materials (?) Collabora;ng with others also means that Nokia can approach certain sustainability issues. “We are commi+ed to respec9ng people and our planet in everything we do, as well as innova9ng ways to connect the world for a be+er tomorrow.”
Type of product-‐design
Evolu3on of design: Nokia’s number one goal is to deliver industry leading innova;on, quality and efficiency for Networks, Here and Technologies.
Mobira Senator, NMT450 car phone, 1982
Mobira Cityman, NMT900 handportable, 1987
Nokia 101, NMT900 handportable 1992
Nokia 8110, GSM handportable, 1996
Nokia 6110, GSM handportable, 1998
Type of product-‐design Evolu3on of design:
Nokia 3310, 2000
Nokia N900 (AKA Mobile Computer) 2009
Nokia N90, 2005
Nokia C2-‐03, 2011
Nokia N82, 2007
Nokia Lumia 1520, 2013
Defining the problem • • •
A mobile phone is a portable telephone which operates by means of a cellular network. There are different types of mobiles phone, which rage from basic to smartphone. A basic phone allows consumers to make calls, receive calls, send text messages and receive text messages. A smartphone on the other hand, is a mul;func;on device that allows consumers to do much more than a basic phone. They have vast capabili;es such as, online surfing, video conferencing, camera, media player, GPS naviga;on units, etc.
Advantages smartphone
•
Mul;func;onality
• •
Personal Digital Assistant (PDA) More advanced capabili;es than basic phone
Advantages of basic phone
• Uncomplicated • Cheaper • Longer baGery life • Smaller than smartphones and therefore easier to carry around
Defining the problem A major problem with mobile phones is materials used (especially in older versions) because they contain lethal metals, which if not treated well cause damage to the environment and health problems (Pie chart).
Main causes
• • • • • •
Recycling Illegally dumping -‐ lead to toxic substances seeping into the soil and groundwater Metals build up in the soil can enter the food chain and in sufficient concentra;ons may cause health problems Electromagne;c radia;on (EMF) Unnecessary carbon footprint and hazardous waste Expor;ng electronic waste to developing countries
Market research One in every 5 people In the world own a smartphone!
This graph shows the number of people using Smartphones from 2004 -‐ 2013. As you can see, there is a 22% rise in the number of people using Smartphones.
Overview Phase 2
• Materials • Produc;on phases • Environmental Impacts – Recyclability – Social Impacts – Energy consump;on – Water pollu;on – Waste genera;on – Emission of pollutants
Materials At Nokia each and every mobile device is created with the environment in mind. All handsets and accessories are made with their strict environmental criteria. They con;nuously improve the environmental creden;als of products in both the hand-‐end smart phones and the more affordable phones.
Implementa3on • •
Crea;ng environmental services that encourage people to live sustainably Introducing new materials (bio plas;cs, bio paints, recycled metals and recycled plas;cs)
• • •
Improving energy efficiency Using renewable materials and smart packaging Effec;ve end-‐of-‐life prac;ces (lifecycle loop)
Greenhouse gas emissions across the life cycle of a Nokia phone
Materials Nokia Lumia 1520 is the first phone to use recycled plas;cs in the product cover.
Materials and substances k • • • •
Free of brominated, chlorinated compounds or an;mony trioxide Free of PVC Free of Nickel substances Materials Used Contains recycled plas;c
Packaging
Other 1%
• k • Renewable material (corrugated board) • 100% recyclable • Small printed user guide and full user guide available on nokia.com
BaGery 15%
Metals 44%
Plas;c 32% Ceramic materials 8%
Materials This table shows the es;mated propor;ons of the materials used to create Nokia Lumia 1520
Metals
Stainless steel, Copper, Zinc, Aluminum
Ceramic materials
Glass, other ceramics
Plas;cs
ABS/PC, PET, PA, Epoxy
BaGery
Lithium cobalt compound, Graphite, Aluminium, Copper
Others
Non-‐metals (silicon) / Other materials e.g. glues
Phone recycling
This video is about a mobile phone recycling company in London. They recycle mobile phones from all over the world that are discarded every year. On average the company receives about 20,000 -‐ 30,000 handsets a month. These mobile phones are sorted and tested to check whether they can be reused or if not, dismantled for parts.
hGps://www.youtube.com/watch?v=sXIZeNCdjU
Environmental Impacts Recycling •
•
Since most of the materials (metals) are non-‐renewable and non biodegradable, indiscriminate disposal, especially in developing countries, can end up in the rivers and soil, where they help contribute to cancer, damage to the nervous system and to brain development in children. Nokia has a Take-‐back program in place for their users. Under this system, Nokia accept used cell phones and accessories and either recycle, re-‐manufacture, or dispose of them using systems designed to handle the specific types of waste cell phones produce.
Nokia opera;ons Transportaion 2% 5%
Environmental Impacts
Product usage 16%
Energy use and Greenhouse gas emissions
Energy use
544 MJ 6
End of life 1%
Raw material & component manufacturing 76%
Greenhouse gas emissions 37 kg CO2-‐eq 6
Greenhouse Gas Emissions •
Materials require large amount of energy to source in the extrac;on and refinement process
•
Large amount of energy in the manufacture of both mobile and networks
•
Energy use in running the networks and par;cularly cooling
Nokia opera;ons 1%
Transportaion 5%
Product usage 22% End of life 1%
Raw material & component manufacturing 71%
Energy Use
Environmental Impacts Water pollu3on and Waste (E – Waste) • • •
Mining ac;vi;es are poten;al hazards for water bodies (both surface and groundwater) Extrac;on and re-‐use of economically and environmentally valuable and vola;le materials (par;cularly precious and heavy metals)
The disposal of poten;ally toxic materials
•
Mobile phones rapidly becomes obsolete, hence, the growth in ‘electronic waste’
•
Discarded mobile phone is part of the growing problem of ‘e-‐waste. If not recycled or disposed of properly, the leaching of metals and chemicals can lead to land contamina;on, water pollu;on and air pollu;on, in addi;on to poten;al risk to health of those involved in dismantling old equipment
Social impacts Nega;ve
•
Mining and extrac;on of rare materials used in mobile phones disrupt the cultural and social heritage of inhabitant of the source area
•
Cheap labour and child labour problems remains one of the biggest social issues in mobile phone industry mostly in the extrac;on and produc;on phase
Posi;ve •
Personal: Increased connec;vity and personal iden;ty. Rich digital experience on the go through photos, music, games, loca;on based services, maps etc.
•
Rela;onships building: Increased interpersonal connec;vity. They allow us to contact friends and families at any ;me and from anywhere…..but at what cost?
•
Work : Increased work-‐life balance. Smartphones and other data-‐enabled devices makes work from home easier for employees. Increased ability to work from anywhere also create new work spaces. Increased job crea;on and revenue genera;on
•
Community: Smartphones users are crea;ng new communi;es (online) and facilita;ng exis;ng ones through engagement & knowledge sharing. Even language and social norm is being shaped by mobile devices
Social impacts Posi;ve
•
Na;onal & Global: Mobile phones are changing the nature of the media. Videos & & photos taken at event can be widely distributed (through text, email or social media). Mobile device are also shaping public debate: ‘ci;zen journalism’, tweets etc.
•
Healthcare: Mobile technologies through smartphones help provide a link to a form(s) of healthcare e.g mHealth, Telemedicine
Challenges and Opportuni3es •
Reduc;on in the volume of materials used in products, par;cularly precious metals, even though quan;;es are already minimized
•
Safe disposal of waste and reduc;on in the use of hazardous materials
•
Minimizing the energy intensity of produc;on and/or improving its efficiency
•
Using more refurbished parts or recycled materials in new phones
•
Using less and fewer types of poten;ally hazardous materials
•
Con;nued investment in technological efficiency and more use of renewable energy
•
Moving beyond recycling for networks; increasing the longevity of phones, reducing materials to make them, and increasing the level of re-‐use rather than recycling
•
Increasing the propor;on of old phones returned for recycling
•
Using a combina;on of effec;ve design for the environment and cradle-‐to-‐cradle approaches to lessen the impacts of components used par;cularly in phones Forum For the Future
Overview Phase 3
• Conclusions • Proposed Improvements – Materials – Construc;ve – Conceptual
Conclusions •
Over the years there has been beGer func;onality of products, which translates into maximum u;liza;ons of resources.
• •
There is reduc;on in phone baGery sizes but also a significant increase in energy consump;on. This has effected the behavioral lifestyles of consumers significantly and as result increased waste genera;on.
•
For example, new phone models are con;nuously appearing on the market, and incen;ves provide consumers with upgrades.
•
This is likely to contribute to more material waste. However, companies are becoming more sustainable in minimizing materials in their products.
•
On the other hand, mobile phones has transformed the way the world conduct business. The benefits of convenience, improved accessibility and connec;vity are resul;ng high produc;vity
•
From society point of view, individual leisure ac;vi;es, rela;onships and community building, people are using smart phones in innova;ve ways
Proposed Improvements Materials:
By reducing the materials used in products and packaging, Nokia can improve recyclability significantly in the separa;on of substances. Older mobiles phones are more harmful to the environment because they contain a greater percentage of toxic materials. Unlike todays market where we are constantly improving on each new phone model. Companies are more and more aware of the environmental impacts and as a results, producing more sustainable products.
Implementa3on • • • • • •
Reducing packaging size Using less materials in products (Nokia Lumia 1520) Adver;sing (making people more aware) Banning of harmful substances (Nokia substance list) Introducing new ways of thinking (Eco deign in companies) Demanufacturing
Recyclability Packaging:
Reducing the size of packaging
Corrugated paper material
Between 2005 and 2010, Nokia reduced the packaging size by 70%, which resulted in 240,000 tonnes of saved paper. Smaller and lighter packaging also reduced transporta;on needs by one third. Shorter user manuals with less language varia;ons also allowed smaller packaging. When I get a new phone I never read the manual, I might flip though and look at the pictures but do I really use it?
Reducing consump3on of materials BaSery
Nowadays the baGery life of smartphones deplete quickly and that is waste of energy. We can improve this by making the baGery last longer like the basic phones. Adding a solar panels on the phone will also enable the phone to charge on the go and there for save energy.
SoTware update
Crea;ng a system where every single mobile phone can be updated to the latest soeware. This will make consumers less likely to switch to a new phone just because they want beGer func;ons. Apple has this system in place and it works perfectly.
Nokia care center Nokia has a department for customers to repair their phone did they have technical problems. This services is available all around the with for Nokia.
How they do it? • • • •
Find out what the problem is Give guidance Resolve the problem if it a simple one If it’s a technical problem, Nokia take the mobile phone and repair it over a period of days.
What I think about this service?
This service allows customers more ease of use and can reduce pollu;on garbage on the environment because customers will want to repair their phones. Services like this should be made available everywhere.
Conceptual Packaging:
Our idea is to reduced the size of packaging and to completely eradicate the user manuals. We can do this by prin;ng the important informa;on on the inside of the packaging. When a customer gets a brand new phone they can dismantle the box and read the instruc;ons. If this is not sufficient, a full version of the user manual will be available on the phone website.
Example of companies that don’t use manuals
Conceptual Reducing electronic waste
Crea;ng a simple phone that is made up of detachable components, which can connect to one base. This enables users to customize their phones to suit their needs. A good example of this is the phonebloks which is not on the market yet but with the right support it will be.
Phonebloks
• • • •
Detachable blocks Customizable Develop own blocks All comes together like a jigsaw
Conceptual
Ren3ng mobile phones:
Rental mobile phones are now available in places like USA, Japan, Korea and Israel. They are rented to tourist passengers but the most famous rentals happen in Japan and South Korea. Japan was the first to have a rental phone and now a lot of places do this too.
How to rent a mobile phone?
Most rental companies have kiosks at major airports where you can come and pick up your phone. In order to rent a phone you only need an ID and a credit card. It is usually necessary to book online in advance but you can pick it up the same day, with some companies. Depending on the company, it is possible to have your phone delivered at home or at your hotel on a specific date. You can even send the phone back aeer the rental period by mail.
References Websites • hGp://company.nokia.com/en/about-‐us • hGp://nsn.com/about-‐us/sustainability/our-‐approach • hGp://www.forumforthefuture.org/sites/default/files/project/downloads/earthcalling.pdf • hGp://nsn.com/file/380/substance-‐list-‐september-‐2013 • hGp://phoneblocks.com • file:///C:/Users/madebello/Downloads/DAE%20-‐%20AMTA%20report%202013.pdf Videos • hGps://www.youtube.com/watch?v=rDkxsNmKDGk • hGps://www.youtube.com/watch?v=sXIZeNCdjU • hGps://www.youtube.com/watch?v=UkbpiL9UsY8&feature=player_embedded#at=280