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.

1. Mobile Sustainability
Mobile 2.0
Barcelona, June 2009
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2. Tom Raftery
•Lead analyst GreenMonk,
energy and sustainability
practice, RedMonk
•GreenMonk.net
•twitter.com/tomraftery
•tom@redmonk.com
•+34 677 695 468
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3. Background
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4. Sustainability Drivers - Climate Change
Photo http://www.flickr.com/photos/enigmaphotos/458004066/
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5. Sustainability Drivers - Climate Change
http://data.giss.nasa.gov/gistemp/graphs/
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6. Sustainability Drivers - Climate Change
http://www.globalchange.gov/publications/reports/scientific-assessments/us-impacts
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7. Sustainability Drivers - Climate Change
http://web.mit.edu/newsoffice/2009/roulette-0519.html
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8. Sustainability Drivers - Climate Change
http://www.reuters.com/article/environmentNews/idUSTRE53R27V20090428
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9. Sustainability Drivers - Climate Change
http://news.stv.tv/scotland/89590-major-study-into-the-demise-of-bees-is-announced/
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10. Sustainability Drivers - Climate Change
http://www.guardian.co.uk/environment/2009/apr/22/drought-environment-waterways
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11. Sustainability Drivers - Climate Change
http://www.guardian.co.uk/world/2009/apr/24/andes-tribe-threat-bolivia-climate-change
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12. Sustainability Drivers - Climate Change
http://news.yahoo.com/s/afp/20090602/wl_mideast_afp/mideastsyriaenvironmentclimate
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13. Sustainability Drivers - Climate Change
http://www.independent.co.uk/news/world/asia/1500-farmers-commit-mass-suicide-in-india-1669018.html
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14. Sustainability Drivers - Climate Change
http://www.guardian.co.uk/environment/2009/apr/21/climate-change-natural-disasters
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15. Sustainability Drivers - Business Case
http://www.kpmg.ca/en/industries/enr/energy/documents/SustainabilityBusinessCase.pdf
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16. Sustainability Drivers - Business Case
http://www.mckinseyquarterly.com/How_IT_can_cut_carbon_emissions_2221
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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/
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18. Sustainability Drivers - Business Case
http://www.unglobalcompact.org/docs/summit2007/gs_esg_embargoed_until030707pdf.pdf
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19. Sustainability Drivers - Business Case
http://www.atkearney.com/images/global/pdf/Green_winners.pdf
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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.
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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.
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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.
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23. Mobile Sustainability?
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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/
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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/
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26. Green phones?
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27. Green phones?
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28. Green phones?
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29. Green phones?
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30. Carrier Sustainability site?
i l !
F a
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31. Carrier Sustainability site?
h!
e
M
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32. Carrier Sustainability site?
h!
e
M
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33. Carrier Sustainability site?
i n !
W
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34. Sustainability apps
http://www.clearstandards.com/carbontracker.html
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35. Sustainability apps
http://www.3rdwhale.com/
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36. Sustainability apps
http://www.mobimonster2.com/green_phone.asp
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37. What if?
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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?
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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
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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
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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
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42. ¡Gracias!
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