We have considered the projected number of personal computers to be connected to the net over the next five years, together with the forecasted number of cellular subscribers. We expect the number of web connected handsets to actually surpass PC’s connected to the internet, in the year 2004. The shear volume of mobile handset users, the defacto addition of WAP technology in handsets, the services, entertainment, as well as business oriented content, will create this situation. Again two two primary market dynamics discussed earlier, wireless and the internet will drive this trend.
Nokia's environmental work has several drivers. Various stakeholders put pressure on us to operate in a sustainable way. Trade customers are responsible for their customers. Since most of them apply life cycle thinking they have to look downstream of their value chain and make sure that their suppliers (like Nokia) operate in responsible ways, also in an environmental sense. The number of environmental consumers is increasing. Consumers want safe and environmentally sound products and also proof of that. The number of ethical funds is growing. Shareholders want to invest in companies, which apply long-term risk management and also use the opportunities that arise from an environmentally sound way of working. Legislators and authorities develop new laws and regulations in order to reduce the environmental impact of industry. For instance the EU prepares WEEE and RoHS directives, and also in Japan the similar developments can be seen. Non-governmental organizations (NGOs) are worried about the state of the world. They organize campaigns against and with companies in order to change environmentally hazardous operations. Competitors have noticed the benefits of environmentally sound operating and some of them have even launched green marketing initiatives (e.g. Motorola's green mobile phones). Nokia's environmental work has to support the Nokia brand . The development of environmentally sound products and technology is essential for Nokia's success in the future.
Traditionally, the focus for product development has been on the customer's requirements for product use. However, by taking a more holistic approach, one can see that the use phase is just one of many stages the product goes through in its life cycle. The life cycle starts when raw materials are extracted and ends with waste treatment and impacts air, water and soil at every stage. In order to minimize this impact and maximize resource efficiency, Nokia is implementing Design for Environment as an integral part of product development. The picture shows a simplified flowchart of the different stages of a product life cycle. At each stage, there is an input of materials and energy and an output of products and/or services accompanied by emissions to the environment which impact the air, water and soil.