sustainable innovation and ecomoto inemi...

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 and ECOMOTO

Dr. Bill Olson, Director Office of Sustainability and Stewardship Motorola [email protected]


Heritage of Innovation

1930’s First practical and affordable automobile radio by Galvin Manufacturing

1940’s First Handie-Talkie™ two-way radio1950’s First Coaxial Cable TV System1960’s First words from the moon replayed

by Motorola Transponder1970’s First Motorola Microprocessor MC68001980’s First Portable Cellular Phone DynaTAC

Today’s Innovation

First, Thinnest Iconic Mobile - RAZR V3

Motorola 80 years of innovation


Sustainable Innovation

People

Planet

Profits

PEOPLE

ECOMOTO

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.

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

Material World: A Global Family Portrait (Paperback) by Peter Menzel (Author), Charles C. Mann (Author), Paul Kennedy (Author)

US – 4 people40 hour work week 1600 square feet $22,000 per capita 11,000 possessions

Bhutan - 13 people 49 hours726 square feet $174 per capita 250 possessions

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 discoveringNew supply.

Volatile pricing and availability.

Or must we change our approach?

PROFIT$

GE ECO-NOMICS

http://ge.ecomagination.com/site/

2 Key Goals:

Grow Green Product Revenue $10B in 3 years

Reduce Green house gas emissions 1% by 2012.

Result: 41 ECOMAGINATION Products in 2007 that generated $14B in revenue ; $50B in

EGGO-NOMICS

99¢Regular

$2.49Organic


• Sometimes regulation can drive and sustain innovation

innovation

ECOMOTO


EU RoHS/WEEE Directives Started the Process…

2007 +

EuP Energy Using Products

Directive

Pb, Hg, Cd, Cr VI, PBB, PBDE removed from all productsin EU market

Take Back system

established

August ‘05 Dec ‘06July ‘06

Provide instructions to

recyclers

Motorola Products in EU market

75% recoverable and

65% recyclable

WEEERoHSWaste Electrical ElectronicEquipment

Restriction of Hazardous Substances

Ban of Pb, Cd, Hg, Cr VI in cars

July ‘03

ELV End of Life Vehicles

Cars in the EU market

85% recoverable

and80% recyclable

January ‘06


Lead Free Solder Implemented across our handset portfolio


Material Disclosure_W18RoHS WEEE Is More than Lead Free!

• Asbestos • Dioxin• Furans,• Cadmium• Chromium• Azo dyes• Mercury

China Mobile Delegation Presentation March 2008MOTOROLA 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

ECOMOTO Product Design Methodology

Systems Design

Prototyping and Refinement

Production

Reflection

Detail Design

Tier 1Tier 1

Tier 2Tier 2

Tier 3Tier 3

Product Environmental Template (PET)Guidelines & Standards

Life Cycle Assessment (LCA)

REAL Environmental Product Assessment

Green Design Advisor (GDA)

Feedback

Concept Development

Data Intensityand Confidence in

Results


Rapid Environmental Assessment Lab (REAL)

8 9

12

II

11

13

III

14 15

10

Product

Disassembly Study

Materials for Material Assay

Disassembly Properties

Green Design Advisor GDA

Recycling Properties

Recycling Cost Analysis

Polymer identification

Elemental screening

Printed Wiring Board Material Assay

Toxicity Index

REALRapid Environmental

Assessment Lab


Assessment Lab

Environmental Preference

Hazardous Material Testing

Energy

Life Cycle Assessment

8 9

12

II

11

13

III

14 15

10

Product

Disassembly Study

Materials for Material Assay

Disassembly Properties

Green Design Advisor GDA

Recycling Properties

Recycling Cost Analysis

Polymer identification

Elemental screening

Printed Wiring Board Material Assay

Toxicity Index


Assessment Lab


Assessment Lab

Environmental Preference

Hazardous Material Testing

Energy

Life Cycle Assessment

• REAL services cover:– Product testing

– Materials testing

– Product level environmental metrics report

– Assessment of Recyclability and Disassembly Mechanics

VDE Test and Certification Institute


Working With CustomersCreating a Dialog Between Businesses and Customers

Environmental Island with T-Mobile demonstrates Product Stewardship of Cell Phones in Europe


Beijing Pony Center Partnership

First environmental lab in China accredited by Motorola was the Beijing Pony Center for Physical and Chemical Analysis

Sharing Material Testing Best Practices


• Worked to develop global unified test standards for the electrotechnic industry

• Motorola contributed to the IEC 62321 Standard and efforts to globally harmonize RoHS testing requirements to insure consistency of measurement and global supply.

International Test Methods Standards


Assessment Lab


Assessment Lab


Sustainable Innovation for the Future

Less Material No Hazardous Materials 100% RecyclableAlternative Energy Energy Efficient Design

ECOMOTOEnvironmental Technology

For a better Future

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

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 StrategyDESIGN FOR RECYCLABILITYMotorola takes responsibility for its

products at end of life

Motorola is a strong proponent andsupporter of global environmental sustainability and recycling programs

We recognize the need to design our products to be recyclable and to contain environmentally preferable materials

WEE

E

RoH

S

Lead

free

Rec

yclin

g


ECOMOTOChina ~ Green Box Project


In the Global Race to Recycle - Everybody Wins!

• Good for the Environment• Good for Customers• Good for Motorola


Recycling StrategyPRODUCT TAKE-BACKIn partnership with our carriers, customers, retailers and recyclers – and on our own – we operate take-back

programs across the globeWe 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.


Cradle to Cradle Design


Designing products for more than one life saves material costs and lessens environmental impact

Exploded view70% reduction of environmental impact of production

based on normalized average of CDMA, GSM and UMTS 2002; based on LCA of Zap phone, Gordon, 2000

60% reduction of material costs


Making products from bio-based, biodegradable plastics

Bio-Plasticbased on

Sugars or oils from plants RENEWABLE resources

biodegradable

Early stage of development

Disruptive

Technology


ECOMOTO

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!

Ultra low lead C118 with eco-obvious water bottle housing!


ECOMOTO Communications

Internal • Marketing• Account Management • Engineering • Business External • Corporate Social Responsibility• ECOFACTS • Green Manufacturing • Best Practices


For a better Future


For a better Future

The ECOMOTO Blog


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. 2002.

ECOFACTSmotorola.com/ecofacts

Design & Manufacturing | Batteries | Energy | Packaging | Recycle | PoliciesMotorola 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.


For a better Future

Green Manufacturing Recognition


External Recognition


Sustainable Innovation and ECOMOTO

• 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

For further info on Sustainable Innovation and ECOMOTO:

Dr. Bill Olson, Director Office of Sustainability and Stewardship Motorola [email protected]

sustainable innovation and ecomoto inemi...

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