1. 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

2. 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?

3. 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.
Awareness Baseline Backcasting Implementing Develop
Level
Action Level
Tools Level
Systems Level
Success Level
Strategies
Assessment Actions Dashboard

5. Emerging markets
Developed countries

6.  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

7. Economy
Society
Environment

8. Impact:
- Future State:
• Regulations are tightening
Design for obsolescence • Design for reuse and recycling
Solid waste (e-waste) and • Service and flow model
toxicity
Average use-lifespan: 9 -12
months Metric:
140m phones in landfills • Reduce % of phones to landfill (target)
annually (US only) • 10% of phones recycled  zero waste
60m tons CO2 from • Waste intensity measure (indexed to new
manufacturing annually subscriptions)
+
Efficiency
Transportation reduction

9. Impact: Future State:
• Increased connectivity driving economic
- development in emerging markets
• Expands access to markets & new services
Scarcity of resources (mobile banking, internet access)
Commoditization • Affordability / prepaid packages
+ • Increased revenue from services
More efficient markets
Brings access to capital Metric:
• Mobile penetration & internet access rates
• ICT Development Index
• Volume of mobile banking transactions

10. Impact: Future State:
• Supply chain transparency & stakeholder
- engagement
• Designed to reduce distractions
Stimulus overload • Increased access to health and education
Supply chain labor abuses • Increased mobility & connectivity
+ • Increased transparency in civil society
Flattened world
Availability of Information Metric:
Empowered citizens • Socioeconomic indicators: Literacy rates,
Increased transparency declining birth rates, rising life expectancy
• Social app volume & usage

11. 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.

13. 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

14. Industry stands to lose:
• Trust of customers and
stakeholders
• Access to new, developing
markets
• Local and global opportunities

15. 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

16. PROGRESS STATS & GOALS
Total Economy Environment Society 2010 2015 2020 2025
STATS GOALS GOALS GOALS
TOTAL CURRENT PROGRESS 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)