Greening the Telephone:Greening the Telephone:A Case StudyA Case Studyby Janine C. Sekutowskiby Janine C. Sekutowski

Summary by Ricky ParedesSummary by Ricky Paredes

Critique by David WolbeckCritique by David Wolbeck

OverviewOverview

AT&T’s Green Product RealizationAT&T’s Green Product Realization• Green Phone Feasibility Study ProjectGreen Phone Feasibility Study Project• Defining “Green”Defining “Green”• Organizing the Green TeamOrganizing the Green Team• Green BaselineGreen Baseline

DesignDesign ManufactureManufacture UseUse End-of-LifeEnd-of-Life

• The Next StepsThe Next Steps

About the Green Product Realization ProjectAbout the Green Product Realization Project

PurposePurpose• Learn about Design for Environment (DFE) guidelinesLearn about Design for Environment (DFE) guidelines• Delivering “Green” products to customersDelivering “Green” products to customers• Minimize the adverse life-cycle environmental impacts (see Minimize the adverse life-cycle environmental impacts (see

figure 1)figure 1)

• Built on DFX (“design for X”) system, where X considers:Built on DFX (“design for X”) system, where X considers: ManufacturabilityManufacturability InstallabilityInstallability Reliability Reliability TestabilityTestability

• DFE definition (see figure 2)DFE definition (see figure 2)

Single product selected for projectSingle product selected for project Criteria for selectionCriteria for selection

• SizeSize• Number of components usedNumber of components used• Length of production cycleLength of production cycle

The product chosen was…The product chosen was…

This led to the Green Phone This led to the Green Phone Feasibility Study ProjectFeasibility Study Project

Defining “Green”Defining “Green”

If materials used are recyclableIf materials used are recyclable• Not truly “green”?Not truly “green”?• Energy consumed vs. waste produced Energy consumed vs. waste produced

Rules of design for assembly (DFA)Rules of design for assembly (DFA)• Implies design for disassemblyImplies design for disassembly

Waste from manufacturing is not Waste from manufacturing is not landfilledlandfilled

Product is not landfilled at the end of Product is not landfilled at the end of its lifeits life

Organizing the Green TeamOrganizing the Green Team

AT&T assembled a team for AT&T assembled a team for feasibility study which included:feasibility study which included:• Product managementProduct management• MarketingMarketing• Design and manufactureDesign and manufacture• R&DR&D• Corporate Environmental OrganizationCorporate Environmental Organization

Green product special interest group Green product special interest group discussion:discussion:• Customers like green productsCustomers like green products• Customers would choose green rather than another Customers would choose green rather than another

productproduct• Customers didn’t mind refurbished or Customers didn’t mind refurbished or

remanufactured componentsremanufactured components• Expected lower priceExpected lower price• Most would participate in recycling programMost would participate in recycling program

Team established baseline. This task was Team established baseline. This task was divided into the four phases:divided into the four phases:• DesignDesign• ManufactureManufacture• UseUse• End-of-LifeEnd-of-Life

Green Baseline - DesignGreen Baseline - Design

““Green” scoring system for design:Green” scoring system for design:• 5 points if design possesses “green” attributes5 points if design possesses “green” attributes• 3 points for partial attributes3 points for partial attributes• Convenient method for comparing design Convenient method for comparing design

optionsoptions Software-based toolSoftware-based tool

• Easy, uniform way to assign pointsEasy, uniform way to assign points• Environmental effect of potential design Environmental effect of potential design

changes changes

Green Baseline - DesignGreen Baseline - Design Scoring system considers:Scoring system considers:

• Material variety minimized?Material variety minimized?• Reused or recycled components?Reused or recycled components?• Recyclable plastics?Recyclable plastics?• Product easily disassembled?Product easily disassembled?• Adhesives used?Adhesives used?• Hazardous elements?Hazardous elements?

Score for the design of telephone was Score for the design of telephone was goodgood

ImprovementsImprovements

Green Baseline - ManufactureGreen Baseline - Manufacture

Difficult to evaluate suppliers for “greenness”Difficult to evaluate suppliers for “greenness” AT&T use contracts and purchase order AT&T use contracts and purchase order

provisions to impose baseline environmental provisions to impose baseline environmental standards on suppliers. standards on suppliers.

Qualitative statements about the GreennessQualitative statements about the Greenness• Significant amount of waste in packagingSignificant amount of waste in packaging• Waste treated differently Waste treated differently • Waste treatments preferable to othersWaste treatments preferable to others

Green Baseline - ManufactureGreen Baseline - Manufacture

Next task is to analyze quantitatively the Next task is to analyze quantitatively the manufacturing of the telephonemanufacturing of the telephone

Need to identify and quantify:Need to identify and quantify:• Wastes (air, liquid, solid)Wastes (air, liquid, solid)• Associated costsAssociated costs• Waste handling optionsWaste handling options

Need a scoring systemNeed a scoring system Difficult task due to complexityDifficult task due to complexity

Green Baseline - UseGreen Baseline - Use

AT&T is assuming that “greenness” AT&T is assuming that “greenness” of the use phase is goodof the use phase is good• Energy consumption is minimalEnergy consumption is minimal• Environmental impact small relative to Environmental impact small relative to

other phasesother phases• Substitutes for energy-intensive Substitutes for energy-intensive

transportationtransportation Environmentally preferable productEnvironmentally preferable product

Green Baseline – End of LifeGreen Baseline – End of Life

Bell Systems recycling infrastructureBell Systems recycling infrastructure AT&T’s “take back” policyAT&T’s “take back” policy Recycling infrastructure still in use for Recycling infrastructure still in use for

leased productsleased products Leasing telephones decliningLeasing telephones declining Score for leased products is highScore for leased products is high Unclear score for products soldUnclear score for products sold

The Next StepsThe Next Steps

Several tasks require further effortSeveral tasks require further effort• Several options for designing a “greener” Several options for designing a “greener”

phone were uncoveredphone were uncovered• Options used for next generation productsOptions used for next generation products• DFE guidelines for telephonesDFE guidelines for telephones• Scoring system needs further developmentScoring system needs further development• Economical, realistic “take back” program for Economical, realistic “take back” program for

telephones needs to be exploredtelephones needs to be explored Work on a “greener” telephone has begunWork on a “greener” telephone has begun

CritiqueCritique

By David WolbeckBy David Wolbeck

1994 based Green Phones1994 based Green Phones

Wired handsets are very recyclable.Wired handsets are very recyclable. Efforts being made to make them Efforts being made to make them

“greener”.“greener”. DFX “green” process is applied to DFX “green” process is applied to all all

new designsnew designs.. All stages of product life being All stages of product life being

investigated.investigated.

AT&T’s “GREEN” CriteriaAT&T’s “GREEN” Criteria

Simple assembly = easy disassemblySimple assembly = easy disassembly Minimize material varietyMinimize material variety Clearly Labeled plastics for recyclingClearly Labeled plastics for recycling Use no metalized plasticsUse no metalized plastics Use no hazardous elementsUse no hazardous elements Don’t use adhesivesDon’t use adhesives Product not land filled at end of lifeProduct not land filled at end of life

1994 “GREEN” Phone Evaluation1994 “GREEN” Phone Evaluation

Simple Simple disassemblydisassembly

Minimal Minimal materialsmaterials

No metalized No metalized partsparts

No hazardous No hazardous materialmaterial

No adhesivesNo adhesives

Land filled at Land filled at end of lifeend of life

1994 conclusions1994 conclusions AT&T created their own “Greenness” AT&T created their own “Greenness”

measurement system measurement system AT&T found that they were doing very well AT&T found that they were doing very well

in being “GREEN”in being “GREEN” AT&T “hopes to incorporate greenness in AT&T “hopes to incorporate greenness in

the next generation products”the next generation products” AT&T to evaluate OEM’s at a later dateAT&T to evaluate OEM’s at a later date AT&T will try to create a return and recycle AT&T will try to create a return and recycle

program if it is “economical to support the program if it is “economical to support the reality of being in an reality of being in an unregulatedunregulated, highly , highly competitive business”.competitive business”.

What has happened in 9 yearsWhat has happened in 9 years

Wired phones are much the same “green” Wired phones are much the same “green” phones that they were 9 years agophones that they were 9 years ago

AT&T in conjunction with Motorola brought AT&T in conjunction with Motorola brought us the cell phone in 1987 and now they us the cell phone in 1987 and now they are as common as the automobile.are as common as the automobile.

AT&T made cellular handsets for a while AT&T made cellular handsets for a while but it now focus on the infrastructure.but it now focus on the infrastructure.

AT&T wireless uses OEM phones.AT&T wireless uses OEM phones.

2003 “GREEN” Phone Evaluation2003 “GREEN” Phone Evaluation

Simple Simple disassemblydisassembly

Minimal Minimal materialsmaterials

No metalized No metalized partsparts

No hazardous No hazardous materialmaterial

No adhesivesNo adhesives

Land filled at Land filled at end of lifeend of life

Cell PhonesCell Phones

Cell phones contain toxic elements Cell phones contain toxic elements like Mercury, Cadmium, Lead, like Mercury, Cadmium, Lead, Gallium Arsenide and other toxic Gallium Arsenide and other toxic materials that shouldn’t be thrown materials that shouldn’t be thrown into a landfill.into a landfill.

Consumers often do just that, it is Consumers often do just that, it is pretty much understood that Cell pretty much understood that Cell Phones are disposable products.Phones are disposable products.

Typical Cell phone constructionTypical Cell phone construction

3 different types of 3 different types of plastics.plastics.

Plastics are Plastics are composites of metal composites of metal and plastic.and plastic.

Toxic Mercury LCD Toxic Mercury LCD display.display.

Mixed technology PC Mixed technology PC boards.boards.

Batteries chemistries Batteries chemistries of LION, NiCad, NiMH.of LION, NiCad, NiMH.

Difficult to recycle plasticsDifficult to recycle plastics

2003 “GREEN” Cell phone 2003 “GREEN” Cell phone EvaluationEvaluation

Simple Simple disassemblydisassembly

Minimal materialsMinimal materials No metalized partsNo metalized parts No hazardous No hazardous

materialmaterial No adhesivesNo adhesives Land filled at end Land filled at end

of life of life

Who is recycling Cell PhonesWho is recycling Cell Phones

Staples & the Sierra Club are!Staples & the Sierra Club are!• Reuse containers at Staples stores.Reuse containers at Staples stores.• Phones reused in developing countries.Phones reused in developing countries.• If phones can’t be reused they are If phones can’t be reused they are

recycled for metals and plastics in recycled for metals and plastics in accordance with federal and local accordance with federal and local environmental standards.environmental standards.

AT&T is a “green” innovatorAT&T is a “green” innovator Generous grants to educational institutes for “Industrial Generous grants to educational institutes for “Industrial

Ecology Research”Ecology Research” AT&T Receives Award for Diversity and Environmental AT&T Receives Award for Diversity and Environmental

Leadership, 2002 Leadership, 2002 AT&T to Receive Keep America Beautiful, Inc. 2000, 2001 AT&T to Receive Keep America Beautiful, Inc. 2000, 2001

Vision for America Award Vision for America Award AT&T Receives Climate Protection Award from U.S. AT&T Receives Climate Protection Award from U.S.

Environmental Protection Agency, 2000Environmental Protection Agency, 2000 AT&T Receives Innovest's Top Telecom Ranking for AT&T Receives Innovest's Top Telecom Ranking for

Environmental Performance, 2000.Environmental Performance, 2000. AT&T Receives "A" for Environment, 2000 AT&T Receives "A" for Environment, 2000

by Council for Economic Priorities by Council for Economic Priorities AT&T Receives Pioneer Award from Association of New AT&T Receives Pioneer Award from Association of New

Jersey Recyclers, 1999 Jersey Recyclers, 1999 AT&T Receives Corporate Green Globe Award from the AT&T Receives Corporate Green Globe Award from the

Rainforest Alliance, 1999 Rainforest Alliance, 1999 AT&T Receives EPA 'Way to Go!' Award, 1998 AT&T Receives EPA 'Way to Go!' Award, 1998