Fairphone: the champion of “eco-friendly” smartphones conquering Europe

AFPA mobile phone from the Dutch manufacturer Fairphone during the Mobile World Show (MWC), February 27, 2024 in Barcelona

After more than ten years of existence and more than 600,000 models sold, the Dutch manufacturer Fairphone, whose smartphones are intended to be ethical and ecological, wants to accelerate its growth in Europe, where its customers are still concentrated in Germany, France and the Netherlands. .

Since its creation in 2013, “Fairphone has proven that it is possible to create a viable market for ethical electronics”, assures AFP Reinier Hendriks, CEO of Fairphone, on the sidelines of the World Mobile Show (MWC) in Barcelona.

The company’s positioning is to offer smartphones that are easily dismantled, repairable and durable over time, but also manufactured in a “responsible” manner, both socially and environmentally according to it.

“Great technology is not a new camera, or something you use and throw away. Great technology is something you can use forever,” proclaims this veteran of the telecoms industry, appointed to head the Amsterdam-based company since the beginning of February.

While favoring suppliers of raw materials sourcing outside conflict zones, and recycled components.

“More than 15 million tons of electronic waste are produced each year and the smartphone industry is the main culprit. If we continue to use short cycles, the amount of electronic waste will only increase,” laments Mr. Hendriks, pleading for a “change of mindset” in the manufacturing of these products.

– “David in a world of Goliath” –

Fairphone has sold more than 600,000 of its smartphones, all models combined, since its launch, more than half of which are still in use today.

“This means the average lifespan (of our products) is 5.5 years, which is almost twice the industry average,” says Hendricks.

Profitable for the third year in a row, according to its new boss, Fairphone achieved a turnover of 56 million euros in 2022, an increase of more than 50% year-on-year.

But “the company must be stronger, it must develop internationally, it must extend to the business market and it must be much more efficient in terms of volume, because that is how we count our impact at the end,” admits Reinier Hendriks.
While its activity is mainly focused on three countries, Germany (40%), France (30%) and Netherlands (15%), thanks to the support of large local operators such as Deutsche Telekom, Orange and KPN , Fairphone wants to attract more European consumers in other national markets.

Next targeted territories: the Nordic countries (Norway, Sweden, Denmark, Finland) where “sustainability is a very important factor”, Switzerland and Austria, but also the United Kingdom, explains Reinier Hendriks.

What about the United States? “Before we cross the Atlantic, we really want to make sure that we have already done everything necessary for Europe. That’s our goal,” he replies.

To achieve its objectives, Fairphone can rely on a fundraising of 49 million euros, carried out in early 2023, which it intends to invest mainly for marketing and communication purposes.

“Today we must preach to the masses” because “the smartphone is a global mass industry” dominated by the giants Apple, Samsung and Xiaomi, insists Reinier Hendriks.

“We are very small, we have remained the David in a world of Goliaths and the Goliaths are very strong and very big, so we still have a lot to do to ensure that our impact grows very quickly and sustainably,” adds -he.

LNT with AFP