STAying in

TOUcHVirGiN MEdiAVirGiN MOBilE VirGiN diGitAl HElP

38

109

Sharp deviation of routeto left (or right if

chevrons reversed)

Warning signs - continued

Frail (or blind ordisabled if shown)

pedestrians likely tocross road ahead Pedestrians

in road ahead

Traffic queueslikely ahead

Cycle routeahead

Zebracrossing

School crossingpatrol ahead(some signshave amber

lights which flashwhen crossings

are in use)

Side winds Hump bridge Worded warningsign

Risk of ice

Risk ofgrounding

Light signalsahead at level

crossing, airfieldor bridge

Cattle Wild animals Wild horsesor ponies

Accompaniedhorses or

ponies

Quayside orriver bank

Available width ofheadroom indicated

Overhead electriccable; plate

indicatesmaximum heightof vehicles whichcan pass safely

Soft vergesDistance overwhich road

humps extend

Miniature warning lightsat level crossings

Other danger;plate indicates

nature ofdanger

39

no u turn

broadband

television

phone

mobile

Virgin M

edia, which f

ormed

in 2

006, is the

first c

ompan

y in the UK to of

fer

TV, Broadban

d,

Phone an

d M

obile services

Technology is playing an ever increasing role in the way we are ‘Staying in Touch’ in the 21st century. Mobiles and the internet have transformed the way in which businesses and individuals communicate with one another both in developed and developing societies. It has turned the impossible into everyday occurrences; increasing productivity, connectivity and access to information right across the globe.

Virgin Media believes that digital technology has the power

to exert a positive influence over the way in which we all

work and play. Whilst the power of the internet owes much

to the fact that it is an open, uncensored and unmanaged

environment to which consumers and content providers

alike have equal and unrestricted access, these limits are

being tested against a range of complex commercial and

social issues. Although a challenging and controversial

idea, Virgin Media believes that internet Service Providers

(iSPs) need to be given a bit more freedom to proactively

manage online activity. they think that the key is to build

trust among their stakeholders, especially customers, that

they’re approaching it in a measured, proportionate and

transparent way.

the internet is also a tremendous medium in which to

educate and entertain and its ability to spread the word

about different issues or the latest fad is a powerful tool

for keeping people informed and up to date on news and

entertainment. As one in every five houses in the uK is

a Virgin Media customer, Virgin has a responsibility to

maximise this positive impact . it is a key challenge for

Virgin Media and Virgin Mobile to ensure that services are

available to as many consumers as possible, regardless of

location or income.

In total, ICT could deliver approximately 7.8 Gigatonnes CO2e of emissions savings in 2020.

Signs giving orders Signs with red circles are mostly prohibitive. Plates below signs qualify their message.

End of 20 mph zone

School crossing patrol

Maximum speed

National speed limit applies

Entry to 20 mph zone

Stop and Give way to Manually operated temporary No entry for give way traffic on STOP and GO signs vehicular traffic

major road

No overtaking

No motor vehicles

No buses (over 8

No cycling

passengerNo vehicles seats)

except bicycles being pushed

No No vehicles No vehicle or No vehicles No vehicles towed carrying combination of over over

caravans explosives vehicles over height shown width shown length shown

No right turn No left turn No U-turns

No goods vehiclesGive priority to over maximumvehicles from gross weight

opposite shown (in tonnes)direction except for loading

and unloading

Note: Although The Highway Code shows many of the signs commonly in use, a comprehensive explanation of our signing system is given in the Department’s booklet Know Your Traffic Signs, which is on sale at booksellers. The booklet also illustrates and explains the vast majority of signs the road user is likely to encounter. The signs illustrated in The Highway Code are not all drawn to the same scale. In Wales, bilingual versions of some signs are used including Welsh and English

versions of place names. Some older designs of signs may still be seen on the roads.

Some of the biggest and most accessible opportunities for ICT to achieve these savings are through Smart motor systems, Smart logistics, Smart buildings and Smart grids

SMART technology usestwo-waydigitaltechnology to monitor and control electronic devices so that they are used as efficiently as possible.Source: the Climate Group and the Global e-Sustainability initiative (June 2008). SMArt 2020: Enabling the low carbon economy in the information age. (http://www.theclimategroup.org/assets/resources/publications/Smart2020reportSummary.pdf)

Tele-working,high-definitionvideo-conferencing,e-paper,online shopping and remote communication.

Virtualisation is software technology which uses a physical resource such as a server and divides it up into virtual resources called virtual machines. Virtualisation allows users to consolidate physical resources, simplify deployment and administration, and reduce power and coolingrequirements.Source: Virtualization technology (http://www.virtualizationtechnology.com/)

40

1. the Climate Group and the Global e-Sustainability initiative (June 2008). SMArt 2020: Enabling the low carbon economy in the information age.

2. BBC (http://news.bbc.co.uk/1/hi/sci/tech/4620350.stm)

3. recycle More (http://www.recycle-more.co.uk/nav/page1763.aspx)

Balancing actA transformation in the way people

and businesses use technology could

potentially reduce annual man-made global

emissions by 15% by 2020 and deliver energy

efficiency savings to businesses worth over

£400 billion1 . the information Communications

technology (iCt) sector will contribute

significantly towards a low carbon economy

through improvements in virtualisation

technology, which will enable a change in

behaviour without compromising the way we

do business . there is also enormous potential

to save energy from global infrastructure and

industry, by providing “smart” solutions such

as smart building design and smart electricity

grids . After all, we can’t manage what we can’t

measure.

However, there is a flipside to the advantages

that technology can bring. Electrical devices

waste vast quantities of energy when they are

left plugged-in or on standby but not in use, with

standby lights responsible for the production

of 800,000 tonnes of CO2 annually in the uK

alone2. Mobile phone chargers continue to

consume energy when left idle but plugged into

an outlet . Around two-thirds of the energy

used by chargers is wasted in this way. Some

newer appliances, such as set-top boxes, have

actually been designed to be left on to download

updates as they become available .

Although technological advancements have in

some areas lead to dematerialisation, across

the globe we now own more possessions than

ever before including a plethora of electrical

appliances. the fast pace of technological

evolution, coupled with a throw away culture has

resulted in electrical waste becoming the fastest

growing waste stream in the uK, increasing at 5%

per year .

Electrical waste is extremely damaging to

the environment as appliances are energy

intensive to produce, are mainly made from

finite resources and lead to soil and water

contamination when they end up in landfill, which

over 75% do3. these issues must be addressed

to ensure that the positive contribution that

technology brings is not outweighed by the

energy it consumes and the waste it generates.

Virgin digital Help assists its customers to solve

all types of digital problems. it has only been

running since december 2009, however it aims

to have impact on electrical waste by ensuring

that people do not discard digital equipment

unnecessarily.

Estimated annual CO2 emissions from devices left on standby in the Uk.Source: Energy Saving trust (www.energysavingtrust.org.uk)

Britons waste

the equivalent

of around two

power stations’

worth of

electricity each

year by leaving

TV sets and

other gadgets on

standby.

STANDBY

EMISSIONS

STEREOSTVs VIDEOSDVD PLAYERS

SET-TOP BOXES

CONSOLES

100,

000

tonn

es

60,0

00

tonn

es

1,60

0,00

0 to

nnes

960,

000

tonn

es

480,

000

tonn

es

390,

000

tonn

es

By 2010 there are predicted to be

around80millionset-topboxes

intheUK,requiringmorethan7.3

TWh of electricity.

reduce speed now

41

Each year in the Uk we ditch over 1.2 million tonnes of electrical waste thatistheequivalentof150,000double decker buses!Source: recycle More (http://www.recycle-more.co.uk/nav/page1763.aspx)

Here is what our companies are doing to make staying in touch more sustainable:

Virgin Media has committed to an initial CO2 reduction target of 15% below its 2007/08 baseline by 2015.

42

4. international telecommunications union (www.itu.int)

5. internet Watch Foundation - iWF (www.iwf.org.uk)

6. Child Exploitation and Online Protection Agency - CEOP (www.ceop.gov.uk)

7. Now standard across all of its current cable products.

8. uK Council for Child internet Safety - uKCCiS (www.dcsf.gov.uk/ukccis/)

World-wide communicationsthe internet and mobile telecommunications have

contributed to the creation of a connected world where

people can communicate with one another from opposite

ends of the earth. Virgin Media, based in the uK, is making

its contribution to the development of an interconnected,

digital world through the provision of broadband, tV,

phone and mobile services.

Virgin Mobile has a wide presence around the world

operating out of Australia, Canada, France, india, South

Africa, uK and the uS, and these operations provide

mobile services to 13.2 million customers worldwide. in this

way Virgin Mobile has played its part in providing some of

the 3.3 billion mobile accounts which were active across

the globe at the end of 2007 and which is set to increase

to 4.8 billion by 20204.

Combating problematic online behaviourthe internet provides quick and easy access to an

infinite array of online services and entertainment but

its ‘unmanaged’ status has also made it a versatile and

powerful medium for illegal behaviour. Virgin Media

routinely removes or blocks access to any website

brought to its attention as containing potentially illegal

material, such as images of child abuse or incitement to

racial hatred. it also works routinely with the police, law

enforcement agencies and other legally-recognised bodies

to support investigations into online criminal activity on its

network.

Virgin Media was one of the founder members of the

internet Watch Foundation5, which identifies and enables

it to remove or block access to websites containing illegal

images of child exploitation. Virgin Media also works

closely with the Child Exploitation and Online Protection

Agency6, providing the information needed to conduct

investigations free of charge.

Some policy makers and interest groups are going further

by calling on iSPs to take action against sites that, while

not strictly illegal, feature content that is ‘harmful’ to

children such as graphic violence. Virgin Media has a

PCguard total service7 which includes Anti-Spyware,

identity theft Protection and Parental Controls to help

parents protect their families. it is also a member of the

newly created uK Council for Child internet Safety8 where

it aims to be active in discussions around the responsibility

of iSPs to take further action.

the growth of sophisticated file sharing applications

represents a significant threat to creative industries,

particularly those relating to music and film. Virgin Media

has been a progressive voice in this debate, working

collaboratively with rights holders, their representative

bodies, other iSPs and policy-makers.

Virgin Media doesn’t see heavy-handed legislation as a

solution. instead it wants a simple, pragmatic legislative

framework for implementation, enforcement and cost

sharing that provides certainty to iSPs and their customers

and promotes the availability of content online.

ultimately, Virgin Media believes the answer lies in

providing consumers with offers that provide rational

and affordable alternatives to unlawful file sharing and

reflects its customers’ desire for on demand content in

flexible formats. that’s why it recently announced a new

partnership with universal Music to provide a ground-

breaking new unlimited MP3 music download subscription

service to its broadband customers.

Digital inclusionthe digital world can make a significant

difference to people’s lives but unfortunately not

everyone is able to gain access to it either due

to lack of money or lack of understanding. that’s

why Virgin Media is addressing the problems

around digital inclusion and literacy. in 2008 it

launched two projects – one targeted at kids, the

other at the elderly – which helped to generate

greater access to its products in disadvantaged

communities.

it teamed up with the e-learning Foundation

to provide children with free home access to

the internet . those that have taken part are

demonstrating the educational value of online

access. it has also worked with uK online centres

to provide a support package for the parents

of the children involved, to help them take

advantage of being online at home and to enable

them to support their children’s learning and

ensure their safety whilst online.

Virgin Media’s other project involved working

with digital unite, an organisation that helps

older people get online, and as part of this

scheme provided 17 sheltered housing projects

with a ‘get online’ package . the package

contained two computers per scheme, software

and accessories, plus a seven week training

programme delivered by digital unite. Virgin

Media received great feedback from residents

at the sheltered housing schemes, with 71% of

participants saying they’d continue to use a

computer and the internet.

technology is wonderful – when it works, but

extremely frustrating when it doesn’t . Virgin

digital Help’s aim is to revolutionise the way

British consumers solve any digital problems

using a combination of downloadable tools,

online and phone support and home visits .

this will help people to get the most from digital

technology and supports digital inclusion.

CarbonVirgin Media’s greatest environmental impact

is the carbon emissions generated by powering

its network and operations. in 2008 Virgin

Media managed to reduce its carbon footprint

by 3% through a variety of initiatives including;

a national ‘switch-off’ campaign, consolidating

sites and technical equipment, a 20% efficiency

improvement in air-conditioning and improved

office infrastructure.

it has committed to an initial CO2 reduction

target of 15% below its 2007/08 baseline by

2015. Ownership of this target has been given

to its Carbon Management Group which is

made up of representatives from across the

business functions. Virgin Media has signed

up to the voluntary Eu code of conduct for

digital tV systems which sets maximum power

consumption and advanced features such as

auto-standby.

In 2008 it provided just under 200 people in 17 sheltered housing schemes with a ‘get online’ package.

A third of the British population say that digital stuff has caused them real stress, with 78% having shouted at their technology, 21% having thrown gadgets against the wall, and 14% having even punched technology.

Virgin Digital

help launched

in December

2009.

109

Sharp deviation of routeto left (or right if

chevrons reversed)

Warning signs - continued

Frail (or blind ordisabled if shown)

pedestrians likely tocross road ahead Pedestrians

in road ahead

Traffic queueslikely ahead

Cycle routeahead

Zebracrossing

School crossingpatrol ahead(some signshave amber

lights which flashwhen crossings

are in use)

Side winds Hump bridge Worded warningsign

Risk of ice

Risk ofgrounding

Light signalsahead at level

crossing, airfieldor bridge

Cattle Wild animals Wild horsesor ponies

Accompaniedhorses or

ponies

Quayside orriver bank

Available width ofheadroom indicated

Overhead electriccable; plate

indicatesmaximum heightof vehicles whichcan pass safely

Soft vergesDistance overwhich road

humps extend

Miniature warning lightsat level crossings

Other danger;plate indicates

nature ofdanger

Virgin Media has provided over 400 children across five Uk cities with free home internet.

43

The digital unite, sheltered housing scheme project (photo by holly grange – Birmingham)

The e-learning project (Birmingham case study)

the majority of emissions from mobile devices is ‘phantom

power’ which is the energy used by chargers that are left

plugged in but are not actually in use. Phantom power is

set to decrease as “smart chargers” are introduced which

turn off when a device is not connected. the absolute

footprint of mobile phones is therefore only expected to

increase by 4% between 2002 and 2020, as the sharp

decrease in energy consumption by chargers will go a long

way to offset the growth in number of handsets9. A set of

guiding principles for eco-design has also been drafted

to ensure the lifecycles of products are as efficient and

environmentally sound as possible.

Whilst striving for a reduction in carbon emissions in its

operations, Virgin Media also recognises the opportunities

presented by investment in rainforests which act as

powerful carbon sinks. Virgin Media has been working

with the Forest trust10 on a pioneering initiative called

the Climate tree in the Congo Basin; helping to launch a

Centre for Social Excellence for the Forests of the Congo

Basin, to train African graduates and professionals in forest

and land management. Virgin Media has also supported the

first ever indigenous people’s language radio station in the

Congo which broadcasts to over 16,000 people, allowing

locals to communicate with the logging companies and

between tribes11.

DematerialisationVirgin Media and the mobile companies are contributing to

dematerialisation in a variety of ways such as by enabling

remote working and teleconferencing, which will play

a substantial role in reducing emissions. there are still,

however, barriers to the adoption of these technologies

which need to be overcome. remote working has been

slow to take off due to feelings of isolation, lack of

colleague collaboration and difficulties in performance

management. the next generation of professionals

however, are already significantly more experienced in

using collaborative technologies (social networking and

mobile use) and so may develop very different ways

of working thus increasing dematerialisation. Plus, we

may find that future technological breakthroughs, as yet

unidentified, could further alter the way we live and work.

Wastethe shelf life of mobile handsets has become increasingly

short as old handsets make way for new designs.

Change could be on the horizon, as service upgrades

are becoming possible without needing to trade in the

phone, thereby extending the life of the device itself. Virgin

Mobile companies have worked together to develop a

Group environmental position, Globile Policy, which was

formalised in 2008 and agreed by all Managing directors

44

9. the Climate Group and the Global e-Sustainability initiative (June 2008). SMArt 2020: Enabling the low carbon economy in the information age. (http://www.theclimategroup.org/assets/resources/publications/Smart2020reportSummary.pdf)

10. Previously known as the tropical Forest trust (www.tropicalforesttrust.com)

11. Virgin Media 2009 report (http://cr.virginmedia.com/wp-content/uploads/reports/Virgin-Media-responsibility-report-2009.pdf)

The radio station in the congo which allows locals to communicate with the logging companies and between tribes (The forest Trust).

The forest Trust (photo by e. parker)

of the Virgin Mobile companies. despite the different

countries, and consequently cultures, in which the various

companies work, the policy outlines a set of minimum

standards including measures such as recycling handsets,

to which all Virgin Mobile companies must adhere.

The virgin Mobile companies are working hard to

increase recycling and create formal initiatives within

their markets:

• VirginMobileUSenablescustomerstoaccessapostage

paid shipping label online so that customers can return

their handsets easily. All profits from this recycling

scheme go to rE*Generation uS, a Virgin Mobile uS and

Virgin unite initiative to help homeless youth

• VirginMobileCanada’srecyclingschemeaccepts

handsets from any brand or company and in any

condition

• VirginMediaallowsitsmobilecustomerstotradein

old phones and get up to £150 back in free airtime

depending on the make, model and condition of their

handset. it also offers people the option to donate

some, or all of its value, to charity which the company

matches .

reusing is always better than recycling where possible

as it avoids having to break down and remanufacture

products, which is extremely energy intensive:

• VirginMobileUShasintroduceda‘PassItOn’

programme which encourages users to pass on old

phones to friends in exchange for airtime. during the

first half of 2009, it won 110,000 additional customers

from the Pass it On programme.

Virgin Media provides other electronic equipment such as

set top boxes to customers. these have relatively short life

spans and need to be reused and recycled as they contain

precious metals, toxic chemicals and plastics. Virgin Media

is committed to taking back equipment that customers

no longer wish to use. in 2008 it took back more than 1.6

million boxes and modems, all of which were either reused

or recycled. Virgin digital Help is also hoping to have an

impact on waste by helping people repair or upgrade

existing equipment thereby reducing the consumption of

new hardware .

56% of Britons have unused digital stuff at home, even though it’s in perfect working order.

45

RE*Generation:Virgin Mobile and Virgin Unite are working with Foyer and Kids Company, who help homeless or vulnerable young people turn around their lives and kickstart their future.