Sprint Seeks to Further Green Efforts, Executive Says
Sprint Nextel will work with its manufacturers reviewing green design criteria and specifications beginning Q1 2011, said Ralph Reid, vice president of corporate social responsibility, in an interview. Green is expected to play a bigger role in the company’s overall strategy, he said.
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The plan is to partner with device and supplier manufacturers and work toward green with them, Reid said. A common concern from manufacturers is how quickly Sprint will implement its green standards, he acknowledged. “It’s not intended to be a strong-handed approach,” he said, saying the carrier will help manufacturers meet the standards over time. The carrier previewed its green policy with manufacturers long before announcing it, he said. A goal is to incorporate environmentally friendly elements to all Sprint phones, he said. The carrier will interject green criteria when reviewing the standardized manufacturing criteria early next year, he said. Each year Sprint will update its specifications and incorporate new green elements, he said. At some point there might be a smart phone that’s green, Reid said. The carrier has already launched three green phones.
The green design criteria and specifications support Sprint’s product development vision, which is to provide devices and accessories that are made of sustainable materials, manufactured and packaged sustainably, free of potentially hazardous materials, highly energy-efficient or even self-charging, compatible with interoperable accessories, and fully and easily recyclable, he said. Innovation in packaging also matters, Reid said, citing the eco-friendly packaging of Sprint’s first 4G phone EVO. Sprint designed the box and tray, working with device maker HTC to produce an environmental solution that also protects the phone. The device’s package is 100 percent recyclable and partially made from sugar cane, a renewable material that serves as an alternative to plastic or foam. Sprint has also reduced in-box materials, encouraging users to find details online, and uses certified soy inks and water-based coating on the sleeve.
Sprint’s new green handset initiative is based on an environmental scorecard that it developed together with its vendors. The criteria in the scorecard better enable vendors to gauge the degree to which each handset manufactured complies with environmental standards, Reid said. Devices that score above the qualifying threshold on the scorecard will be designated with the new Sprint Eco-Logo, he said. Handsets will be measured according to categories like environmentally sensitive materials, energy efficiency and end of life management. Sprint expects to expand its green strategy, Reid said. A growing number of consumers demand green products, and the company is focusing on implementing its green policy now, he noted.
Sustainability reduces cost overtime, Reid said. Implementing some green initiatives could mean additional investment, but in the long run, going green makes a good business case, he said. Other wireless carriers like AT&T, Verizon and T-Mobile USA also have their own green initiatives.