Mobile Sustainability

        Mobile 2.0

   Barcelona, June 2009


                          1
Tom Raftery


        •Lead analyst GreenMonk,
        energy and sustainability
        practice, RedMonk
        •GreenM...
Background




             3
Sustainability Drivers - Climate Change




          Photo http://www.flickr.com/photos/enigmaphotos/458004066/
         ...
Sustainability Drivers - Climate Change




           http://data.giss.nasa.gov/gistemp/graphs/
                         ...
Sustainability Drivers - Climate Change




      http://www.globalchange.gov/publications/reports/scientific-assessments/...
Sustainability Drivers - Climate Change




           http://web.mit.edu/newsoffice/2009/roulette-0519.html
             ...
Sustainability Drivers - Climate Change




       http://www.reuters.com/article/environmentNews/idUSTRE53R27V20090428
  ...
Sustainability Drivers - Climate Change




        http://news.stv.tv/scotland/89590-major-study-into-the-demise-of-bees-...
Sustainability Drivers - Climate Change




      http://www.guardian.co.uk/environment/2009/apr/22/drought-environment-wa...
Sustainability Drivers - Climate Change




      http://www.guardian.co.uk/world/2009/apr/24/andes-tribe-threat-bolivia-c...
Sustainability Drivers - Climate Change




       http://news.yahoo.com/s/afp/20090602/wl_mideast_afp/mideastsyriaenviron...
Sustainability Drivers - Climate Change




     http://www.independent.co.uk/news/world/asia/1500-farmers-commit-mass-sui...
Sustainability Drivers - Climate Change




        http://www.guardian.co.uk/environment/2009/apr/21/climate-change-natur...
Sustainability Drivers - Business Case




     http://www.kpmg.ca/en/industries/enr/energy/documents/SustainabilityBusine...
Sustainability Drivers - Business Case




        http://www.mckinseyquarterly.com/How_IT_can_cut_carbon_emissions_2221
 ...
Sustainability Drivers - Business Case




     http://sloanreview.mit.edu/the-magazine/articles/2008/winter/49215/using-c...
Sustainability Drivers - Business Case




    http://www.unglobalcompact.org/docs/summit2007/gs_esg_embargoed_until030707...
Sustainability Drivers - Business Case




         http://www.atkearney.com/images/global/pdf/Green_winners.pdf
         ...
Sustainability Case Studies



DuPont, for example, has cut costs by US$3 billion since
1990 through increased energy effi...
Sustainability Case Studies


3M, after cutting energy intensity by 34% and saving US
$82 million in expenses between 2001...
Sustainability Case Studies



In late 2008 GE announced that, despite economic turmoil,
it would generate revenue of US$1...
Mobile Sustainability?




                         23
Context

In total, ICTs could deliver approximately 7.8 GtCO2e of
emissions savings in 2020. This represents 15% of
emissi...
Context
Device                                                                           Number


Personal Computers      ...
Green phones?




                26
Green phones?




                27
Green phones?




                28
Green phones?




                29
Carrier Sustainability site?




                 i l !
           F a

                               30
Carrier Sustainability site?




                h!
              e
          M
                               31
Carrier Sustainability site?




                h!
              e
          M
                               32
Carrier Sustainability site?




            i n !
           W

                               33
Sustainability apps




  http://www.clearstandards.com/carbontracker.html
                                               ...
Sustainability apps




     http://www.3rdwhale.com/
                                35
Sustainability apps




  http://www.mobimonster2.com/green_phone.asp
                                                36
What if?




           37
What if?

Manufacturers made phones which lasted
6 yrs not 6 months? Rent, not buy?
Manufacturers made non-toxic handsets?...
What if?
     Carriers avoided unnecessary duplication
     in mobile networks, (would lead to a
     savings of 300gWh pa...
Why is this important?

As global average temperature increase exceeds about 3.5
degrees C, model projections suggest sign...
Why is this critical?

If there’s no action before 2012, that’s too late. What we do in
the next two to three years will d...
¡Gracias!


            42
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(Lack of) Sustainability in the mobile phone industry

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In a world where sustainable business practices are becoming the norm the mobile phone industry has, as yet, failed to embrace sustainability fully.
With mobile phones becoming more powerful, connected, and ubiquitous they have a chance to make a real difference to the world.

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(Lack of) Sustainability in the mobile phone industry

  1. 1. Mobile Sustainability Mobile 2.0 Barcelona, June 2009 1
  2. 2. Tom Raftery •Lead analyst GreenMonk, energy and sustainability practice, RedMonk •GreenMonk.net •twitter.com/tomraftery •tom@redmonk.com •+34 677 695 468 2
  3. 3. Background 3
  4. 4. Sustainability Drivers - Climate Change Photo http://www.flickr.com/photos/enigmaphotos/458004066/ 4
  5. 5. Sustainability Drivers - Climate Change http://data.giss.nasa.gov/gistemp/graphs/ 5
  6. 6. Sustainability Drivers - Climate Change http://www.globalchange.gov/publications/reports/scientific-assessments/us-impacts 6
  7. 7. Sustainability Drivers - Climate Change http://web.mit.edu/newsoffice/2009/roulette-0519.html 7
  8. 8. Sustainability Drivers - Climate Change http://www.reuters.com/article/environmentNews/idUSTRE53R27V20090428 8
  9. 9. Sustainability Drivers - Climate Change http://news.stv.tv/scotland/89590-major-study-into-the-demise-of-bees-is-announced/ 9
  10. 10. Sustainability Drivers - Climate Change http://www.guardian.co.uk/environment/2009/apr/22/drought-environment-waterways 10
  11. 11. Sustainability Drivers - Climate Change http://www.guardian.co.uk/world/2009/apr/24/andes-tribe-threat-bolivia-climate-change 11
  12. 12. Sustainability Drivers - Climate Change http://news.yahoo.com/s/afp/20090602/wl_mideast_afp/mideastsyriaenvironmentclimate 12
  13. 13. Sustainability Drivers - Climate Change http://www.independent.co.uk/news/world/asia/1500-farmers-commit-mass-suicide-in-india-1669018.html 13
  14. 14. Sustainability Drivers - Climate Change http://www.guardian.co.uk/environment/2009/apr/21/climate-change-natural-disasters 14
  15. 15. Sustainability Drivers - Business Case http://www.kpmg.ca/en/industries/enr/energy/documents/SustainabilityBusinessCase.pdf 15
  16. 16. Sustainability Drivers - Business Case http://www.mckinseyquarterly.com/How_IT_can_cut_carbon_emissions_2221 16
  17. 17. Sustainability Drivers - Business Case http://sloanreview.mit.edu/the-magazine/articles/2008/winter/49215/using-corporate-social-responsibility-to-win-the-war-for-talent/ 17
  18. 18. Sustainability Drivers - Business Case http://www.unglobalcompact.org/docs/summit2007/gs_esg_embargoed_until030707pdf.pdf 18
  19. 19. Sustainability Drivers - Business Case http://www.atkearney.com/images/global/pdf/Green_winners.pdf 19
  20. 20. Sustainability Case Studies DuPont, for example, has cut costs by US$3 billion since 1990 through increased energy efficiency, while reducing greenhouse gas emissions 72%. “Doing good: Business and the sustainability challenge” (2008) The Economist Intelligence Unit. 20
  21. 21. Sustainability Case Studies 3M, after cutting energy intensity by 34% and saving US $82 million in expenses between 2001 and 2005, achieved further reductions of 9% in 2006, saving an additional US $10 million “Doing good: Business and the sustainability challenge” (2008) The Economist Intelligence Unit. 21
  22. 22. Sustainability Case Studies In late 2008 GE announced that, despite economic turmoil, it would generate revenue of US$17 billion that year from its Ecomagination program. “Countdown to Copenhagen: Government, business and the battle against climate change” (2009). The Economist Intelligence Unit. 22
  23. 23. Mobile Sustainability? 23
  24. 24. Context In total, ICTs could deliver approximately 7.8 GtCO2e of emissions savings in 2020. This represents 15% of emissions in 2020 based on a BAU estimation. The Smart 2020 Report http://www.smart2020.org/ 24
  25. 25. Context Device Number Personal Computers 1 billion Landline Phones 1.2 billion Internet users 1.4 billion Mobile phone subscriptions 4 billion http://www.sociallyminded.co.uk/2009/02/bigger-than-tv-bigger-than-the-internet-understand-mobile-of-4-billion-users/ 25
  26. 26. Green phones? 26
  27. 27. Green phones? 27
  28. 28. Green phones? 28
  29. 29. Green phones? 29
  30. 30. Carrier Sustainability site? i l ! F a 30
  31. 31. Carrier Sustainability site? h! e M 31
  32. 32. Carrier Sustainability site? h! e M 32
  33. 33. Carrier Sustainability site? i n ! W 33
  34. 34. Sustainability apps http://www.clearstandards.com/carbontracker.html 34
  35. 35. Sustainability apps http://www.3rdwhale.com/ 35
  36. 36. Sustainability apps http://www.mobimonster2.com/green_phone.asp 36
  37. 37. What if? 37
  38. 38. What if? Manufacturers made phones which lasted 6 yrs not 6 months? Rent, not buy? Manufacturers made non-toxic handsets? Manufacturers standardised to usb chargers? Mobile operators switched to e-billing? 38
  39. 39. What if? Carriers avoided unnecessary duplication in mobile networks, (would lead to a savings of 300gWh pa in UK alone1) Everyone pushed sustainability down supply chain? Developers used mobile platform to build apps which ‘made a difference’? Grid computing client apps were created for mobiles? Other? 1. http://www.guardian.co.uk/environment/2009/may/11/mobile-phone-network-regulation 39
  40. 40. Why is this important? As global average temperature increase exceeds about 3.5 degrees C, model projections suggest significant extinctions (40-70% of species assessed) around the globe. 2007 IPCC Climate Change Synthesis Report http://www.ipcc.ch/pdf/assessment-report/ar4/syr/ar4_syr_spm.pdf 40
  41. 41. Why is this critical? If there’s no action before 2012, that’s too late. What we do in the next two to three years will determine our future. This is the defining moment. Rajendra Pachauri Chair IPCC 41
  42. 42. ¡Gracias! 42
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