Encouraging handset return
We encourage consumers to return unwanted mobile phones for reuse or recycling. Almost all our local operating companies have programmes in place to collect and recycle used handsets.
We are in a good position to collect used handsets through our relationship with customers and our network of retail outlets, although many other organisations also collect them. The success of our programmes depends on customers handing in their used mobile phones. Only the equivalent of around 2% of our total handset sales are returned directly to us. Our research suggests that many people are either reluctant to part with their old phones or use other channels, including donating them to charity collection schemes or selling them on the internet.
Our local operating companies have launched a number of high-profile campaigns to promote handset recycling. The methods used to encourage customers to return handsets include:
Raising awareness of recycling programmes
Recycling campaign posters and leaflets, and prominent collection points are provided in most of our fully-owned retail stores and many franchised stores. Many local operating companies include prepaid envelopes with new phones to return old handsets. See examples of our consumer recycling campaigns.
Introducing incentives to return phones
Many of our local operating companies offer incentives of free airtime or a donation to charity for every handset collected as an incentive for customers to return their mobile phones. For example:
- Vodafone Czech Republic launched a recycling programme in 2007, donating the proceeds to environmental projects chosen by the Vodafone Foundation
- Vodafone Germany gives a contribution to a range of charitable organisations for every handset collected
- Vodafone Hungary ran a month-long recycling campaign in September 2007, collecting around 20,000 handsets. Customers signing up to a new Vodafone mobile subscription received a discount if they returned their old phone for recycling
- Vodafone Italy launched a campaign in 2007/08 to encourage handset recycling and raise awareness of climate change at the same time. Three low-energy light bulbs were given to anyone handing in an old handset, and proceeds from recycling go towards the installation of solar panels on school buildings
- Vodafone Spain runs an initiative for the collection and recycling of mobile phones, including collection from customers' homes
- Vodafone UK teamed up with the charity Global Cool to launch a high-profile recycling campaign endorsed by celebrities in September 2007. Funds raised by the campaign will support a project to bring affordable solar energy to African communities.
Employee handset recycling campaigns
All our offices have collection points and local operating companies run campaigns to encourage employees to recycle old handsets and mobile accessories.
- Vodafone Netherlands has a company-wide handset collection campaign, including a competition between departments to increase the number of handsets collected
- Employees in Australia donated nearly 750 phones during a two-week ‘Mobile Muster’ event in 2007/08. For each phone collected, AU$1 – plus a matching donation from Vodafone Australia – was given to Conservation Volunteers Australia to plant trees.
Encouraging corporate customers to recycle
We collect old phones from corporate customers in seven countries – Australia, Greece, Ireland, Italy, the Netherlands, Spain and the UK. We provide collection bins and freepost envelopes for corporate customers and encourage them to raise awareness among their own employees about the benefits of recycling handsets. We collected 148,408 phones from corporate customers in 2007/08.
Keeping phones for longer
Vodafone UK offers customers incentives to keep their old phone rather than upgrading every time they renew their contract. Customers receive £100 airtime credit if they keep their old phone rather than getting a new handset with their contract.