Leading Change for a Sustainable

Mobile Services Industry

R. Anthony, J. Bean, J. Coyle, G. Hayward & K. James

Presidio Graduate School, Implementation

Industry Presentation, March 18, 2011

1. What are the major sustainability opportunities

and challenges?

2. What is the industry’s current global state?

3. What steps toward sustainable development

can be identified?

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Baseline Assessment S

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Backcasting A

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Develop Dashboard

The Natural Step Principles 1. …concentrations of substances extracted from

the Earth’s crust,

2. …concentrations of substances produced by

society,

3. …degradation by physical means,

4. …people are not subject to conditions that

undermine their capacity to meet their needs.

Emerging markets

Developed countries

5.3 billion mobile subscribers globally

3G subscription growing 35% annually

3G penetration rates: Japan: 95%, US: 47%

Annual Revenues:

Mobile hardware: $200b

Mobile services: $800b

Environment

Society

Economy

Impact:

- Design for obsolescence

Solid waste (e-waste) and

toxicity

Average use-lifespan: 9 -12

months

140m phones in landfills

annually (US only)

60m tons CO2 from

manufacturing annually

+ Efficiency

Transportation reduction

Future State: • Regulations are tightening

• Design for reuse and recycling

• Service and flow model

Metric: • Reduce % of phones to landfill (target)

• 10% of phones recycled zero waste

• Waste intensity measure (indexed to new

subscriptions)

Future State: • Increased connectivity driving economic

development in emerging markets

• Expands access to markets & new services

(mobile banking, internet access)

• Affordability / prepaid packages

• Increased revenue from services

Metric: • Mobile penetration & internet access rates

• ICT Development Index

• Volume of mobile banking transactions

Impact:

- Scarcity of resources

Commoditization

+ More efficient markets

Brings access to capital

Impact:

- Stimulus overload

Supply chain labor abuses

+ Flattened world

Availability of Information

Empowered citizens

Increased transparency

Future State: • Supply chain transparency & stakeholder

engagement

• Designed to reduce distractions

• Increased access to health and education

• Increased mobility & connectivity

• Increased transparency in civil society

Metric: • Socioeconomic indicators: Literacy rates,

declining birth rates, rising life expectancy

• Social app volume & usage

Our vision is to create a sustainable, closed-loop

mobile industry that allows for an

interconnected, liberated, global community

consisting of healthy, educated people who have

open access to affordable mobile services.

Industry stands to gain: Access to new customers

• Educated

• Healthy

• Financially resourceful

Sustainable revenues

Mitigated risks

• Social

• Environmental

• Economic

Economic growth – shared value

Massive new market creation

Local and global opportunities

Industry stands to lose: • Trust of customers and

stakeholders

• Access to new, developing

markets

• Local and global opportunities

Risks of non-sustainable practices: • Raw material price volatility

• Eroding middle-class customer base

• Loss of market share to sustainable

companies

• Environmental and social liabilities

0% 20% 40% 60% 80% 100%

Penetration in developing counties

Global ICT development index value…

Average cost of entry-level handset (as…

Mobile broadband subscriptions

Recycling rate (per weight)

Phones landfilled)

Useful Lifespan

Lliteracy rates

Increased lifespan

Global HDI

Access to MFS (% of subscriptions)

Social apps downloads (billion)

Society Economy Environment 2010

STATS

2015

GOALS

2020

GOALS

2025

GOALS

PROGRESS STATS & GOALS

TOTAL CURRENT PROGRESS

Total