Waag - Public Session Presentation Lebanon, Beirut 21st October 2014 Mobile Ecosystems Co-Creation Workshop

1. Lebanon - Oktober 2014
@bart tunnissen - director projectdevelopment
@waag.org
maandag 20 oktober 14

2. faq
mission
Creative technology for social innovation
organisation
Founded in 1994; 50+ people:
developers, designers, researchers
Amsterdam based.
Activities
Researching culture, behavior & technology
Developing prototypes and pilots
Organizing interventions & events
Method
Users as designers
Open innovation
Co-design
Community driven
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3. dna - open innovation
neue
users as
designers
kombinationen
code
=
culture
the hidden
narrative
learning by
making
critical design
if you can’t
open it, you
don’t own it
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4. invention - creation - innovation
Ideas Needs
Requirements
Solutions
Art
Science
Technology
Society
Question
Pilot
Prototype
invention
curiosity driven research
creation
context driven research
innovation
transformation research
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5. network effect of the internet
Community Competition
//
//
Top down and systemic
approaches European
Innovation Partnerships,
Smart Cities, FI-PPP;
Cloud strategy;
challenge.gov eHealth,
eGovernment
Distributed
Central
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6. network effect of the internet
Community Competition
//
//
Bottom-up and
grassroots (open
source, open data, open
hardware, open
knowledge) P2P,
e-democracy
CAPS, Internet Science,
DSI, web
entrepreneurship
Top down and systemic
approaches European
Innovation Partnerships,
Smart Cities, FI-PPP;
Cloud strategy;
challenge.gov eHealth,
eGovernment
Distributed
Central
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7. relations - networks are global
Partners
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8. innovation starts local
Knowledge institutes
Developer hubs
Accelerators
Innovation labs
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9. collaboration
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10. waag labs
Open Design Lab!
Wet Lab! Creative Care Lab!
Future Internet Lab!
Creative Learning Lab!
Urban Reality Lab!
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11. if you can’t open it, you don’t own it
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12. dismantle a phone...
“we want 21st Century technology without 19th Century ethics”
George Monbiot, The Guardian , 24 September 2013
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13. maandag 20 oktober 14

14. battery in smartphone
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15. battery in raw state
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16. found in...
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17. Africa
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18. maandag 20 oktober 14

19. strategy
Sales strategy long term
B2C
Evangelist Lohas Drifters
concerned & ready
major action taken
aware & critical
minor action taken
convenience & image
intent to take action
June 2013 2014-2015 2016
“I think it is
easy for
companies
to do good”
“I want to live
greener”
“I can make
a difference”
“I cannot make
a difference
“I will do it by myself”
if you do it”
“I understand it
is difficult”
B2B NGO's Government institutions Companies
Marketing message "buy fair" "buy trendy"
Product strategy licencing own development
Sales 10.000 phones 100.000 phones
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20. clear deal
= €1
Each cube represents one euro of Fairphone’s
consumer price and is based on the production
of 25,000 phones. Figures are for 2013 and have
been rounded for ease of reading.
Visit fairphone.com/2013/09/12/costbreakdown
where you can download a Key for a detailed
explanation.
Consumer price €325
Average Value Added Tax - € 56.50
Levies/tax (private copying , WEEE) - € 6.75
Resellers’ margin - € 4.25
Average Sales Price € 257.50
€ 185
Product
€ 129.75 Design, engineering, components, manufacturing
and assembly costs
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21. and testing
€ 1 Packaging and (repair) manuals
€ 2 Inbound logistics
€ 25 Royalties to patent holders, IP licenses
€ 18.25 Estimated warranty costs (including spare parts,
labor and transport)
Operations € 45
€ 4.75 Project development, prototyping
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€ 11.25 Legal, accounting, other outside service providers
€ 6 Events, communications and public engagement
€ 5.25 Webshop hosting, payment facilities,
customer support
Initial Operating Result € 5
.com
Cost %reakdown of
the First Fairphone
At Fairphone, we want to start a movement to change the way products are
made. But just as importantly, we want to make a change through the way
we do business. That means being open and transparent about what we
do and where we expect our money (and yours) will go. So, here's
what happens to the €325 for every Fairphone sold.
€ 22
Interventions
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process, which affects the entire production of this
phone. We also actively seek ways to drive sustainable
change in the supply chain and life cycle of our
smartphone. We call these our “interventions”. Our
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URDGPDSWRDIDLUHUHFRQRPIURPVRXUFLQJFRQIOLFWIUHH
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solutions.
PRECIOUS MATERIALS
€ 3.75 Stakeholder meetings, participation
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22. DQG
Solutions for Hope, and monitoring
initiatives for responsible sourcing
MADE WITH CARE
€ 7.50 Made with Care Program
€ 1.93 Worker welfare fund ($2.50)
SMART DESIGN
€ 4 Open source development,
community support, Fairphone
operating system
LASTING VALUE
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€ 5 Reserve (for unexpected stuff), investments and
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maandag 20 oktober 14

23. towards a fair market
Worldwide market
Massive social impact
Fairer
Conflict free coltan and tungsten
Open source phone Community
Living wages 2nd tier
Co-op in mining
Fair Trade Cobalt
Transparent Chain
Fair Trade Gold
FairPhone
hits the market
conflict free tin
Living wages 1st tier End-of-
chain closed loop
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24. We’re working to create a new economy with a focus on
social values. By operating transparently and sharing the
Fairphone story, we’re helping consumers make informed
decisions about what they buy.
Social entrepeneurship
Fairphone at a glance
Started as a campaign within
Waag Society in 2010;
registered as an independent
social enterprise in 2013
Using a smartphone as a
storytelling device to reconnect
consumers to their products and
uncover how things are made
50,000 Fairphones
sold (and counting)
31 employees with 14
different nationalities and
10 languages spoken
100% independently
ƒPCPEGF
PQFQPCVKQPUQT
venture capital) to preserve
our social values
Surrounded by an enthusiastic
community of Fairphone owners,
almost 70,000 Facebook fans,
14,000 Twitter followers and
42,000 newsletter subscribers
Based in Amsterdam,
the Netherlands
Updated October 2014 www.fairphone.com Page 2
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