O2 Battles Planned Obsolescence

Planned obsolescence is a fact of the modern electronics industry. iPods break, computers go out of date, and cell phones are replaced. Most of us take for granted that after two years with our current cell phone, it will go to the great green land where old cell phones go to call all their friends, and we will be given a free replacement by our service provider. However, one company wants to change this.

O2, a major UK cell phone provider, is breaking from the mold. Wanting to encourage their customers to be environmentally responsible, O2 is offering them an incentive not to trade in their old phones. After two years with their handset, the $210 that would normally go into getting a customer free replacement is given to them, with $20 of that going to an environmental charity, assuming they are willing to sign an additional one year contract.

While it is true that the production of a cell phone does require a decent volume of natural recourses, it seems unlikely that O2's plan will make much difference. Instead, this looks like another marketing ploy, this time aimed at environmentalists. And it will likely do well at that. Already, a number of articles are floating around online about how green the British cellular company is. However, the plan itself likely will not attract too many customers. Although the $200 is a nice incentive, the fact remains that cell phones simply don't last that long. Looking at my eight month old phone, I notice that it is already quite scratched up, has an issue with its screen, and is already rather out of date. By the time it comes up for a replacement, I will be ready and eager to claim my new handset.

Cell phones are evolving rapidly, with the fourth generation of cellular technology, WIMAX, just a few years away. While a few years ago cell phones were giant clunky things that didn't go very long on their batteries, they are now sleek and capable of doing a great deal. And, they will be able to do more. Apple's new iPhone will likely open the way for the first generation of successful phone/mp3 player hybrids, and the development of WIMAX will likely put affordable mobile broadband within the reach of the masses. While admittedly living in a world of planned obsolescence, I look forward to my next technological fix.

Sources:

http://www.engadgetmobile.com/2007/04/27/o2-goes-green-offers-incentives-not-to-upgrade-handset/

http://www.o2.co.uk/