Vision - November/December 2008 - (Page 22)

Greener Technology as “a great success”. Once that collaborative program was established, no further stateby-state restrictions were put in place. Although such coordination is more complicated on a global basis, Thompson believes “the enormous swelling of interest in environmental issues” paves the way for the industry to address new challenges. “We recognized the trend toward green and have sought to take advantage of it by developing green technologies,” he explains. Panasonic was one of the first companies to abandon lead-based solder in 2005, before the RoHS rules kicked in, and now its entire worldwide product line is compliant with all of the RoHS chemical restrictions. In other situations, CE companies are tackling environmental challenges as part of corporate streamlining initiatives. It’s a matter of dollars and Euros. For Nokia, the inspiration to eliminate individual boxes for mobile handsets originated in its 2007 experience when it reduced packaging by about 50 percent and saved more than $150 million worldwide on materials. It calculated that the cardboard and plastic cutbacks meant 5,000 fewer tractor-trailer dispatches, which also saved on fuel and warehouse expenses. Recognizing that the wrappings and instruction booklets often are quickly tossed out, Nokia is negotiating with its telephone company and retail partners on appropriate new ways to sell products. Even the familiar phone charger figures into Nokia’s thinking, explains David Conrad, who heads Nokia North America’s environmental projects. Customers may be able to use their existing chargers when they buy a new handset, so the charger may become an “option”. Such initiatives will demand an overhaul in business relationships throughout the supply chain, but Conrad sees this approach as an essential ingredient in the formula for heading off government demands. Nokia is looking at other options for the simple charger. Since all chargers draw electricity whenever they are plugged in— even if they are not in use—the company is exploring how to encourage customers to be more energy-conscious in using chargers. If only 10 percent of worldwide customers unplugged their chargers when they are The 2009 International CES features sessions on green issues like energy efficiency, electronics recycling, regulatory information and the Environmental Protection Agency (EPA). • Better Batteries and a Greener Charger (January 8, 10:30 a.m.) • Going Green: More than a Label (January 8, noon) • Recycling Discarded Electronics: Best Practices (January 8, 1:30 p.m.) • How Best to Save Energy with Electronics (January 8, 3 p.m.) • EPA Leadership Roundtable (January 9, 1:30 p.m.) Plus check out the Innovations Awards honorees in the “Eco-Design and Sustainable Technology” category at www.CESWeb.org. Team,” which includes representatives from corporate and product marketing, global environmental health and safety groups and government relations. These individuals also serve as AMD’s liaison to its network of alliances with technology, industry and government partners and non-governmental organizations. As a global manufacturer, AMD collects data, such as “Scope 3 Greenhouse Gas Emissions” which includes product distribution and subcontractor manufacturing. Part of AMD’s approach to managing its worldwide environmental footprint. By keeping track of these metrics, the company can respond to questions that international governments—as well as its customers—may have regarding products and how they were made. AMD’s monitoring and reporting filter down to the operating fundamentals within the company, such as power “You have to see green issues as a feature set of the product you’re selling. In some cases, it will be a reason why the customer is buying it.” — Donna Sadowy, AMD Global Environment not actually connected to a handset, they would save enough energy to power up to 80,000 European homes for a year, Conrad estimates. As alternative approaches, Nokia has created chargers that automatically turn themselves off when not in use, as well as on-screen messages suggesting that customers unplug the charger when finished. Conrad believes that such technology advances fit with the emerging ecoconscious lifestyle of customers. They also remind regulators that the industry is innovating on its own to meet energy goals without the need for government mandates. Donna Sadowy, senior member of the AMD Global Environmental technical staff, agrees that, “You have to see green issues as a feature set of the product you’re selling. In some cases, it will be a reason why the customer is buying it.” Sadowy describes AMD’s approach to global environmental issues as “crossfunctional.” It is run by the “AMD Green consumption studies and “international standby and sleep regulations” for its chips, explains Sadowy. She points out that there is increased recognition that information technology can “provide energy efficiency solutions” that are valued worldwide, adding that more than 1,100 people attended an AMD Green IT event in Tokyo in July. At Kleen Concepts, which does about 20 percent of its sales outside the U.S., owner Grant Russell recognizes that the commitment to meeting global ecodemands may mean “changing the formulation” of his products. “With the development of different screens and coatings, technology had to change,” Russell says. “We have to have different chemistries, [so] we took the next step to create products that are safe for the environment.” He believes that such investments—and the record-keeping that accompanies this research and development—assure that Kleen Concepts’ prodwww.ce.org 22 November/December 2008 http://www.CESWeb.org http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - November/December 2008

Vision - November/December 2008 Contents Shapiro's Spectrum In this Issue The Economist C4 Trends Going Global Visionary CES Unveiled Eco-Intelligence Is Vital in a Sustainable Global Market XGP— A Game Changer Enhancing the Tech Experience High-Definition Decade Public-Private Partnerships CEA Newsline Tech Speak Tech Policy Eye on Business Market Insider Just the Stats

Vision - November/December 2008

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