Tele2, a major telecommunications operator in Estonia, is making strides in sustainability with ambitious new targets. The company aims to trade-in, recycle, or reuse 100,000 phones by 2026 as part of its commitment to environmental responsibility and societal impact. With this goal, Tele2 aligns itself with broader global sustainability initiatives, demonstrating its dedication to reducing electronic waste and contributing to a circular economy.
Tele2, Pandas, and Ringy
Tele2 Group, established in Sweden, is known for its progressive approach to telecommunications and has a substantial presence in Europe, particularly in the Baltic region. To achieve its new recycling and reuse objectives, Tele2 has teamed up with Pandas, a Greek tech company specializing in automated retail solutions like trade-in kiosks, and Ringy, a company from Estonia focused on optimizing device trade-ins. Together, these partners aim to revolutionize how used devices are processed, graded, and resold.
Pandas has integrated its technology into Tele2's stores across Estonia, bringing high-accuracy grading capabilities and automation to the previously manual trade-in process. Ringy, on the other hand, contributes real-time market data that enables accurate pricing, ensuring that consumers get the highest, most honest prices for their devices.
Test phase in Estonia
The program is currently in a three-month test phase in Estonia, operating in major cities such as Tallinn, Tartu, and Narva. During this period, Tele2 and Pandas are trialing the automated trade-in solution that provides seamless customer experience (CX) while ensuring devices are graded for both cosmetic and functional quality. This technology not only enhances customer satisfaction but also optimizes the resale value of devices, thereby maximizing reuse rates.
Ringy on goal of cooperation
Kristo Kraft, CEO and co-founder of Ringy, highlighted that the primary goal of their solution with Pandas is to promote the resale and trade-in of used electronic devices. "A study by Inbank and Norstat shows that 87% of Estonians have at least one unused smart device. Rather than letting these devices collect dust in a drawer, they could be reused, extending their lifespan," Kraft explained. He also noted that new regulations and increasing awareness of the benefits of recycling are enhancing market opportunities for this solution across Europe.
Meeting global goals
Tele2’s program aligns with its latest pledge to the GSMA, a global industry organization representing mobile network operators. The company's sustainability target includes achieving a 30% trade-in rate by 2030. Pandas and Ringy play a crucial role in enabling Tele2 to meet these targets by offering expertise and a reliable platform that supports high-volume, automated device trade-ins.
Looking ahead
With its partnership with Pandas and Ringy, Tele2 is set to make significant progress towards reducing electronic waste in Europe. This initiative not only aligns with global sustainability goals but also positions Tele2 as a pioneer in eco-conscious device management within the telecommunications sector. By 2030, Tele2 hopes to have made a measurable impact on the environment while setting an example for other telecom operators worldwide.
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Trade-in
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Refurbishing
