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Nokia And Its Innovative Take-Back Campaign


Posted Date: 20-May-2011  Last Updated:   Category: General    
Author: Member Level: Gold    Points: 30


Innovation incessantly goes with brand building, but a few brands make an effort to go ahead a step farther to register their dignity and honesty to their users with unique promos since the market becomes more cluttered and this article expresses the ideal Take-Back campaign for e-waste recycling management and nature conservation by Nokia, champion in the mobile phone market and its achievements through this campaign.



Simply not a tool for retail campaign to be the best in the competitive market, but something more than that the drive to get the e-waste recycled socially and environmentally needs to be, which can impact the globe as a whole. It has been believed that the championship by Nokia in the mobile industry owes a great deal to the responsibility and its vision is worldwide in which everyone gets associated and bestowed with growth sustainability. To ensure sustenance, on January 1, 2009, Nokia India has launched awareness campaign known to be Take-Back whereby the unused mobiles, chargers, and accessories regardless of brands can be disposed into Nokia recycle points across India and can be recycled for a greener future universally.

What is Take-Back campaign?


The objective behind this launching has been to encourage consumers to offload their mobiles, chargers, and other add-ons that have been not in use disregarding the models into various recycling bins in its outlets located in 15 cities across India with a novel message of making the environment greener. Nokia has also entrusted to plant a sapling for each handset discharged for reprocessing under the campaign named as "Planet Ke Rakhwale" that has been set up in affiliation with several organizations around the nation and with a base of 20,000 members as of today's date around 60,000 saplings have been planted with launching of the campaign.

The response to the Take-Back scheme being tremendous from the public, the mobile giant has been able to amass nearly 16 tons of unused mobile phones and accessories up until April 2010 following a pilot project in different parts of the country including Bangalore, Chennai, Delhi, Gurgaon, and Ludhiana and so on. Disposed phones and accessories from the centers have been collected, handed over to the Material Center in Delhi, and then shifted to London for recycling, according to the reports of Nokia India Corporate Affairs.

As a part of initiative to have the environment greener and fresh, Nokia has organized the campaign in 80 nations, which has been patronized by the R&D of Nokia and to initiate the campaign, a survey conducted across global consumers almost in 13 countries recently claims that awareness of e-waste recycling has been the least in India, the country, which has a wider base of mobile subscription and it is evident that around 84% of Indians are not bothered of recycling their phones and accessories, which have no usage at all.

Why do we need to dispose our old/unused phones for recycling?


To bid adieu to our unused phone might be no doubt a difficult task, but it is worthwhile in terms of environment protection. What will be the usage of old phone simply cluttering up our cabinets? Nothing would be the output. If any mobile device has no longer been used it would be ideal to give it to either a friend, a relative or to someone who needs. It can be disposed for recycling, otherwise. With just one unwanted mobile device being recycled tons of raw materials can be recovered, almost 80% of its materials could be recycled and would be utilized to make various new commodities or to generate energy indeed. Reuse can be a substitute for recycling since the lifespan of a mobile device would be continued and recycling may be prolonged with more usage value of the device.

Benefits of recycling


To minimize the uprising electronic waste problem, recycling of the base products from the devices would be the most efficient solution. These devices contain valuable materials, inclusive of metals that could be recouped for future usage. With the process of recycling, entire natural resources are conserved and pollution to water and air that has been caused by the accumulation of e-waste has been averted. In addition, recycling brings down the greenhouse gas emissions to some extent and helps us to keep the environment green. This is because the mobile leader has launched a campaign to emphasize the need for take-back and recycler option and thereby to preserve the ecology greener.

Where and how do we dispose old mobile devices to recycle?


As Nokia, the world leading mobile phone provider believes that it is their responsibility too to carry over recycling of old devices to the standard at its best and as easy as possible. For this purpose, the mobile user has to drop off the old phones or accessory of any kind or any model/brand at any Nokia recycling point. There have been around 5000 recycling points globally set up by Nokia to take back mobile devices and accessories and in India over 1300 recycling bins have been installed at various Nokia Care Centers/Nokia Priority Dealers/Nokia Concept Stores. To locate the nearest recycling point, just an SMS is enough and the customer who wants to dispose the phone could make an SMS 'GREEN' followed by the area pin code to the number '55555', which would communicate the nearest Nokia outlet.

Steps to be followed prior to drop in for recycling


Foremost step to be kept in mind is to transfer all personal and professional data and get them stored using PC suite. Through Nokia Ovi services backing up of all data will be easier. And of course, it is essential to remove SIM and memory cards before dropping old devices into a Nokia recycling point. Chargers, batteries, and accessories can also be disposed at these recycling points. Disposing these electronic products as unsorted waste would be a huge threat to environment.

Nokia's worldwide Take-Back achievements


Globally, 50% of those surveyed are not aware that mobile devices could be reprocessed in such a manner like this, with awareness being the highest in the UK at about 80%, the lowest at 17% in India, Indonesia at 29%, and 66% in Sweden and Finland. The Take-back campaign focuses on increasing awareness of the concept of mobile phone recycling and to build collection points and recycling infrastructure to its best standard for e-waste in various global markets, including Australia and the European Union as well. In China, as a part of the Green Box scheme along with other mobile manufacturers and China Mobile, Nokia has managed to recycle about 55 tons of materials from e-waste in China. China Mobile offered prepaid cards as an incentive to those who would like to drop in phones for recycling and because of this initiative in 2006 around 80 tons of materials were collected. In Finland, Chile and Peru, Philippines, Malaysia, and North America, tons of materials have been collected through various schemes additionally. Furthermore, recycling of electronic waste from Nokia including production scrap, obsolete parts and mobile devices accumulated from Nokia employees and old unused computer scraps has been processed as well.

To complete, in my view, public participation in such campaign of recycling has been more important and many studies conducted have dealt with recycling strategies promoting community involvement in these programs rather than individual involution. The best solution would be to oblige participation in recycling campaigns or to offer a kind of incentives as proposed in China since this would help in enhancing environment conservation.
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