Sustainable Innovation and ECOMOTO

Sustainable Innovation and
ECOMOTO
Dr. Bill Olson,
Director Office of Sustainability and Stewardship
Motorola
billolson@motorola.com
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Motorola 80 years of innovation
Heritage of Innovation
1930’s First practical and affordable automobile radio
by Galvin Manufacturing
1940’s First Handie-Talkie™ two-way radio
1950’s First Coaxial Cable TV System
1960’s First words from the moon replayed
by Motorola Transponder
1970’s First Motorola Microprocessor MC6800
1980’s First Portable Cellular Phone DynaTAC
Today’s Innovation
First, Thinnest Iconic Mobile - RAZR V3
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Sustainable Innovation
People
Planet
Profits
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
PEOPLE
Incite Marketing conducted the survey on behalf of McKinsey receiving responses from
4,063 consumers in China, Europe (France, Germany, and the United Kingdom), India, Japan,
and the United States.
ECOMOTO
Attitude of European Citizens Towards the Environment
Eurobarometer Report
Should policy makers take environmental concerns in to account when
deciding policy in other areas such as the economy and employment?
PLANET
We must work to eliminate Waste!
We are living in a Material World
US –
4 people
40 hour work week
1600 square feet
$22,000 per capita
11,000 possessions
Bhutan -
13 people
49 hours
726 square feet
$174 per capita
250 possessions
Material World: A Global Family Portrait (Paperback)
by Peter Menzel (Author), Charles C. Mann (Author), Paul Kennedy (Author)
Can we just extrapolate current business
and resource models to serve the next 4B?
Hubberts Peak – the impact of when rate of
Oil consumption exceeds rate of discovering
New supply.
Volatile pricing and availability.
Or must we change our approach?
PROFIT$
GE ECO-NOMICS
2 Key Goals:
Grow Green Product
Revenue $10B in 3
years
Reduce Green house
gas emissions 1% by
2012.
http://ge.ecomagination.com/site/
Result:
41 ECOMAGINATION
Products in 2007 that
generated $14B in
revenue ; $50B in
EGGO-NOMICS
99¢
Regular
$2.49
Organic
ECOMOTO
innovation
• Sometimes regulation can drive and sustain innovation
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
EU RoHS/WEEE Directives Started the Process…
July ‘03
August ‘05
January ‘06
July ‘06
Dec ‘06
2007 +
Ban of Pb,
Cd, Hg, Cr
VI in cars
Take Back
system
established
Cars in the EU
market
85%
recoverable
and
80% recyclable
Pb, Hg, Cd, Cr
VI, PBB, PBDE
removed from
all products
in EU market
Motorola
Products in
EU market
75% recoverable
and
65% recyclable
EuP Energy
Using Products
Directive
Provide
instructions to
recyclers
ELV
End of Life
Vehicles
RoHS
Restriction of
Hazardous
Substances
WEEE
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Waste
Electrical
Electronic
Equipment
Lead Free Solder Implemented across our
handset portfolio
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Material Disclosure_W18
RoHS WEEE Is More than Lead Free!
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General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Asbestos
Dioxin
Furans,
Cadmium
Chromium
Azo dyes
Mercury
ECOMOTO Product Design Methodology
Tier 1
Concept Development
Product Environmental Template (PET)
Guidelines & Standards
Systems Design
Tier 2
Detail Design
Prototyping and Refinement
Production
Reflection
Data Intensity
and Confidence in
Results
China Mobile Delegation Presentation
Feedback
March 2008
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office.
All other product or service names are the property of their respective owners. © Motorola, Inc. 2007
Green Design Advisor (GDA)
Tier 3
Life Cycle Assessment (LCA)
REAL Environmental Product
Assessment
Rapid Environmental Assessment Lab (REAL)
VDE Test and Certification Institute
• REAL services cover:
– Product testing
– Materials testing
– Product level environmental metrics report
– Assessment of Recyclability and Disassembly
Mechanics
Product
8
9
10
11
REAL
Rapid Environmental
Assessment Lab
Disassembly Study
III
II
12
Materials for Material Assay
Green Design Advisor GDA
13
Polymer identification
Disassembly Properties
Elemental screening
Recycling Properties
Printed Wiring Board Material
Assay
Recycling Cost Analysis
Energy
Environmental Preference
Life Cycle Assessment
Hazardous Material Testing
Toxicity Index
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
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Working With Customers
Creating a Dialog Between Businesses and Customers
Environmental Island with T-Mobile demonstrates
Product Stewardship of Cell Phones in Europe
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Beijing Pony Center Partnership
Sharing Material Testing Best Practices
First environmental lab in China accredited by Motorola was the Beijing Pony Center for
Physical and Chemical Analysis
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
International Test Methods Standards
• Worked to develop global unified test
standards for the electrotechnic industry
REAL
• Motorola contributed to the IEC 62321
Standard and efforts to globally harmonize
RoHS testing requirements to insure
consistency of measurement and global
supply.
Rapid Environmental
Assessment Lab
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Sustainable Innovation for the Future
Less Material
No Hazardous Materials
100% Recyclable
Alternative Energy
Energy Efficient Design
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
GREEN Product Attributes
• From the V60 in 2001 to the MOTOKRZR K1
in 2007, Motorola made several significant
environmental improvements
• Reduced mass by 6.5%
• Reduced RoHS substances (including lead)
by 99%
• In both designs, recyclability was above the
65% target set by the EU WEEE directive
• Increased recycled material content from
7.3% to 9.2%
• Increased talk time 68%, which conserves
energy by reducing charging frequency
ECOMOTO
Environmental Technology
For a better Future
Recycling Strategy
Motorola is a strong proponent and
supporter of global environmental
sustainability and recycling programs
We recognize the need to design our
products to be recyclable and to
contain environmentally preferable
materials
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © 2008
Motorola, Inc. All rights reserved.
Recycling
RoHS
WEEE
Motorola takes responsibility for its
products at end of life
Lead free
DESIGN FOR RECYCLABILITY
ECOMOTO
China ~ Green Box Project
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
In the Global Race to Recycle - Everybody Wins!
• Good for the Environment
• Good for Customers
• Good for Motorola
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Recycling Strategy
PRODUCT TAKE-BACK
In partnership with our carriers, customers, retailers and recyclers – and on our own – we operate take-back
programs across the globe
We have take-back programs in 69 countries, which represent 90% of our mobile phone unit sales
Our take-back programs accept any mobile phone or accessory (not just Motorola products)
Some phones are refurbished for reuse and sent to developing countries where they are sold at a lower price, helping
to boost access to communications
In 2007, we collected more than 2,534 tonnes of
electronic and electrical equipment waste – an 11%
increase from 2006.
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © 2008
Motorola, Inc. All rights reserved.
Cradle to Cradle Design
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Designing products for more than one life saves material
costs and lessens environmental impact
70% reduction of
environmental impact
of production
Exploded view
60% reduction of
material costs
based on normalized average of CDMA, GSM and UMTS 2002; based on LCA of Zap phone, Gordon, 2000
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
Making products from bio-based, biodegradable
plastics
Bio-Plastic
based on
ive
t
p
y
ru
Dis nolog
h
Tec
Sugars or oils from plants
RENEWABLE resources
Early stage of development
biodegradable
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
ECOMOTO
ECOMOTO phone pushes the wickedly cool design envelope with its ultra low
lead parts and eco-obvious 85% water bottle based housings. This mass
market product is ultra clean and ultra green!
E
C
O
M
O
T
O
Ultra low lead C118 with
eco-obvious water bottle housing!
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
ECOMOTO Communications
Internal
• Marketing
• Account Management
• Engineering
• Business
External
• Corporate Social Responsibility
• ECOFACTS
• Green Manufacturing
• Best Practices
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
ECOMOTO
Environmental Technology
For a better Future
The ECOMOTO Blog
ECOMOTO
Environmental Technology
For a better Future
ECOMOTO Corporate Social Responsibility Report
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
ECOFACTS
motorola.com/ecofacts
Design & Manufacturing | Batteries | Energy | Packaging | Recycle | Policies
Motorola is committed to doing the right thing in all aspects of its business. This includes working to
continually improve the environmental profile of our products.
The product Eco Facts provided here reflect consideration for the materials used in components and
manufacturing, how much energy is consumed during use of the products, what happens to the product
at the end of its useful life and policies and management systems in place to ensure ongoing
improvements. This includes confirmation from Motorola suppliers that products are manufactured
according to our environmental specifications. We will update these Eco Facts as we continue to make
progress on our path toward managing our environmental impact.
For more information on Motorola corporate responsibility, visit www.motorola.com/responsibility.
General business information
MOTOROLA and the Stylized M Logo are registered in the US Patent &
Trademark Office. All other product or service names are the property
of their respective owners. © Motorola, Inc. 2002.
Green Manufacturing Recognition
ECOMOTO
Environmental Technology
For a better Future
External Recognition
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © 2008
Motorola, Inc. All rights reserved.
Sustainable Innovation and ECOMOTO
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Environmental R&D Commitment
Global RoHS Test Standard Leadership
ECOMOTO Product Design
Race to Recycle and Green China Box
Investing in recycling and recovery technology
Strong Commitment to Global Corporate Citizenship
General business information MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005.
For further info on Sustainable Innovation and ECOMOTO:
Dr. Bill Olson,
Director Office of Sustainability and Stewardship
Motorola
billolson@motorola.com