At the recent Retech Days circularity event in Berlin, hosted with participation from CCS Insight, one of the key debates centred around the messaging used to promote the secondary mobile market. While affordability remains the primary consumer driver — backed by CCS Insight’s Pulse: Connected Consumer survey — the industry consensus is that marketing must evolve. CCS Insight shared with us an excellent summary of all the panel discussions and presentation at the event.
Positioning refurbished Apple iPhones as simply a cheaper or greener option risks missing a much broader audience. MediaMarkt was cited as an example of best practice, placing refurbished lines alongside new models in-store. This signals parity in quality and value and helps build consumer trust.
Trust must be built, not assumed
Trust emerged as another major theme. With major device brands entering the certified pre-owned space, quality assurance is now more important than ever. Transparency — such as showing exact device images before purchase — and reliable grading are becoming crucial tools.
Companies offering extended warranties of three years or more are also seen as frontrunners in building confidence. Battery quality was often mentioned as a key determinant in buyer decisions, highlighting the need for better diagnostics and replacement programs.
Regulation is both burden and benefit
Speakers voiced concerns about the fragmented EU regulatory environment, especially regarding VAT enforcement and CE certification. While compliance can be resource-intensive, CCS Insight urged the sector to adopt a long-term view.
Proper alignment with digital product passports, right to repair laws and standardised charging protocols may offer stability and operational efficiencies in the long run. Firms with strong domestic collection and trade-in schemes are expected to benefit most from consistent regulation.
Trade-in schemes can unlock supply
The limited availability of high-quality second-hand devices remains a bottleneck. CCS Insight stressed that boosting local trade-in programs is essential, especially with global supply chain pressures continuing. In the UK, fewer than a third of consumers trade in their old phones, leaving room for growth.
Mobile operators are uniquely positioned to lead the charge through forward trade-in models — offering value guarantees tied to future contracts. Device-as-a-service offerings are also gaining traction in enterprise markets, helping create reliable device supply cycles.
Information is more valuable than grading
The hope for a universal grading system across the secondary market remains unrealistic in the short term. Instead, the conversation is shifting to how to better inform consumers. Grading consistency is still uneven, despite advances in automation.
CCS Insight recommends functionality ratings or transparency via a 100-point scale and device imagery. This can better set consumer expectations, reduce returns and build long-term loyalty.
Industry momentum is strong, but work remains
Despite its growing pains, the second-hand mobile market continues to mature. The Berlin event showcased progress across many fronts — trust, marketing, supply chains and regulation. Retailers, operators and marketplaces all appear committed to refining their strategies, ensuring the momentum continues.
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Trade-in
Repair
Refurbishing
