INCORPORATING SMARTPHONE TECHNOLOGY

INTO THE CURRENT SYSTEM

Beth Browse, Dennis Haladyn, Stefan Gulipac, Yasim Coene

Mobile payRecycling activity record

New feature for the charity

option

The ‘Can Collector Game’

Expansion by creation

of new closed loops

New Pant Stations

A MULTILATERAL SOLUTION

MOBILE PAY: MORE CONVENIENT THAN RECEIPTS

Pant Station

RECYCLING ACTIVITY RECORD CLAIMING OWNERSHIP

INCREASING MOTIVATION

Individuals

tracking their

recycling activity

Mapping the

customers’

recycling behaviou

rs

Consu

mer

engagem

ent

Data

analy

sis tool

GIVING CUSTOMERS CHARITY OPTIONS:

Save the Children

Red Cross

Kræftens Bekæmpelse

World Wide Fund for Nature

Hold Danmark Rent

THE CAN COLLECTOR GAME WITH TOM DÅSE AND FRIENDS

A tamagotchi-style game for smartphones

In addition to receiving Danish crowns, consumers are rewarded with virtual currency proportional to the number of recyled bottles, including similar bottles/cans unmarked with the

danskretursystem pant label

TRADING THE RECYCLED BOTTLES FOR IN-GAME MONEY

Virtual currency for the game

Buying

accessories

and items for

Tom Dåse and

his friends

INCREASING CONCERN AND DEMAND FOR RECYCLING :

”Of all the things that can boost emotions, motivation and perceptions […] the single most important is small wins”

- Simanis, E. and Duke, D., Harvard Business Review

”Recycling for kids is one way to pass the baton of responsibility for a cleaner eco-friendly future on to the next generation”

– Donna Sundblad, Green Living

SUPPORTING DATA

Denmark: expected 92.7%

in 2017

2011 2012 2013 2014 2015 2016 20170

10

20

30

40

50

60

70

80

US Smartphone users by age Millions of

population in each group

0-1112-1718-3435-5455+

How smartphones are used

ENHANCING THE POSITIVE EFFECTS OF THESE INITIATIVES:

Future consideration: expanding types of plastics incorporated (new closed loop)

KEY CHALLENGES ADDRESSED

Concern and demand for recycling

Catering for all consumer types

Increased visibility

Ensuring future success

APPENDIX: ADDITIONAL DATA

APPENDIX

APPENDIX

References:

Koo and Fischbach, ‘The Small-Area Hypothesis: Effects of Progress Monitoring on Goal Adherence’, Journal of Consumer Research, May 2012.

Simanis, E. and Duke, D. ‘Profits at the Bottom of the Pyramid’, Harvard Business Review, October 2012

Sundblad, D. ‘Recycling for Kids’, Green Living, [date unknown]

‘The Facts about Plastic’, SITA, accessed via http://www.sita.com.au/community-education/site-tours-education/fact-sheets/plastic/

‘How People Really Use Mobile‘, Harvard Business Review, accessed via http://hbr.org/2013/01/how-people-really-use-mobile/ar/1

APPENDIX

References:

‘Smartphones in the Hands of the Youngest Demographic’, Journal of Consumer Research, May 2012, accessed via http://www.emarketer.com/Article/Smartphones-Hands-of-Youngest-Demographic/1009915

‘Mobile Economy Europe 2013’, GSMA, accessed via http://gsmamobileeconomyeurope.com/GSMA_Mobile%20Economy%20Europe_v9_WEB.pdf

‘Online payments 2012: Moving beyond the web’, ECOMMERCE EUROPE & INNOPAY, 2012

‘Europe Tops Global Smartphone Penetration’, TECH EUROPE, accessed via http://blogs.wsj.com/tech-europe/2013/05/29/europe-tops-global-smartphone-penetration/