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Background:
Nokia’s vision is a world where everyone being connected can contribute to sustainable
development. We want to shape our industry and drive best practices.

Traditionally, Nokia’s environmental work has been based on life cycle thinking. This means
that Nokia aims to minimise the environmental impact of its products throughout its
operations, beginning with the extraction of raw materials and ending with recycling,
treatment of waste, and recovery of used materials. Nokia achieves this through better
product design, close control of the production processes, and greater material reuse and
recycling. A life cycle approach highlights the main areas of environmental impact, which
may have previously been hidden upstream in the supply chain or downstream at product use
or disposal.

Take Back Campaign in India leading to Planet ke Rakhwaale Community:

To shape consumers’ attitude towards recycling and make recycling a habit, Nokia in India
initiated a phased take-back and recycling campaign in mid-2008.
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The campaign phases included:

a) Infrastructure Set-up: This included setting up of 1400+ recycling points at Nokia Care
Centers and Nokia Priority Dealers across the country, training of staff at these points,
reverse logistics and tie-up with a well-established recycler.
b) Take-back Campaign Phase I: The pilot was launched in 4 cities (Delhi, Gurgaon,
Bangalore and Ludhiana) for a period of 45 days starting from 1 Jan 2009. During the
pilot, we encouraged mobile phone users to recycle their old handsets and accessories,
regardless of the brand, and promised to plant a tree for every phone dropped during the
campaign period in these cities. A variety of marketing mediums e.g. print, radio, and
local activations in residential colonies and markets/shopping malls were used to create
awareness. As a result, over 3 tons of old phones and accessories were collected in 45
days of the campaign period from these 4 cities.
c) Take-back campaign phase II & PKR Community: The lessons from the pilot
campaign were considered for development of the second phase which was launched in
September 2009. In the second phase of its take-back and recycling campaign which
focused on 28 cities, Nokia introduced the‘Phone recycle karo aur bano Planet Ke
Rakhwaale (PKR)’ concept. The campaign was supported by an extensive marketing via
TV, radio and print featuring Shah Rukh Khan. For every handset, regardless of the
brand, dropped in the recycle bin, Nokia would plant a tree.

A portal www.plantekerakhwaale.com was also developed with to provide information on

recycling, and connect people who recycled their old devices and accessories in the
campaign.

The drive resulted in collection of a large number of old mobile handsets and accessories
for recycling. Over 500,000 pieces of phones and accessories were collected. The contact
details of people who dropped their phones for recycling were collected in order to send
them a surprise gift and keep them informed about Nokia’s future environmental
programs.

The phase II of the take-back campaign led to creation of the ‘Planet Ke Rakhwale (PKR)’
community of like-minded and eco-evolved individuals. Everyone who drops a phone or
accessory for recycling and shares his communication details automatically becomes a
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part of the PKR community. This community of over 25,000 environmentally conscious
people can play a significant role in spreading awareness and initiating action on recycling
and other broader environmental sustainability messages.

Future of Planet ke Rakhwaale Community:

Nokia plans to grow and engage the PKR community and make it self-sustaining and self-
evolving. An active PKR community can be leveraged to spread awareness on mobile phone
recycling and mobile environmental services/applications.

1. Growing PKR: Nokia plans to grow this community primarily through its take-back
campaign. Everyone who drops a phone or an accessory automatically becomes a PKR
member and is assigned an avatar and given an initial set of green points.
2. Engaging PKR: Nokia has laid out a green point accrual and redemption model which
will continue to evolve. PKR members can collect points by recycling their old phones
and accessories for recycling, and tree plantation at present. The green points can be
redeemed for eco-gifts. The community members will be informed about new ways of
earning and redeeming green points via sms/email.

Environmental Services/Applications:
Environmental applications/services leverage mobile technology and act as an enabler to
address a specific environmental problem, create awareness and facilitate positive change,
leading to immediate or longer term benefits to environment and the users. Nokia wants to
drive eco-behaviour and empower people to make sustainable choices in their day-to-day life
using environmental applications like carpool, environmental games, applications for
offsetting carbon footprint etc. PKR community provides an excellent platform for discussions,
development and promotion of such services. Many environmental applications are already
available on Nokia OVI store at www.ovi.com.
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The Problem & Expectations from the Applications

At present, the PKR community has around 25,000 members. However, this community is
still far from an active, thriving and self-sustaining community.

Nokia aims to have a highly active, user managed, self-sustaining and evolving PKR
community that plays an active role in spreading environmental messages and taking action.

The applicants are expected to develop a strategy and action plan which can help Nokia in
growing and engaging the PKR community and reaching the above mentioned goals. The
application must address:

1. How to grow PKR community in a sustainable manner?

2. How to engage PKR community?
3. How to make PKR - a highly active, action oriented and self-sustaining community?
4. Role of Nokia and the broader ecosystem.
5. Resource requirements for the proposal to be implemented
6. How can Nokia leverage this community for its environmental strategy?

For more information see:

Nokia India’s Environmental Work at : www.nokia.co.in/environment

PKR Community Portal at : www.planetkerakhwaale.com

Green Applications at Ovi Store at: http://store.ovi.com/channel/1883

Nokia’s Environmental Work Globally at : www.nokia.com/environment

Evaluation Criteria
The applications will be evaluated on 3 parameters

a) Value for Consumers (Planet ke Rakhwaales);

b) Value for Environment; and
c) Value for Nokia
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Clarity of thought, Feasibility of the Solution and Presentation style will be given due
importance.

Rules and Important information

a) The entries should be in teams of two (2) individuals only
b) The application should be in the form of a PowerPoint (.ppt/.pptx extensions only)
presentation with maximum number of slides 12 (including of everything; applications
with 13 or more slides will be rejected).
c) The font size must be greater or equal to 12.
d) The cover slide of the case analysis must have the following:
a. Team Name
b. Name(s) of the team member(s)
c. Name of the B School the team belongs to
d. Email ID(s) of the team member(s)
e. Phone number(s) of the team member(s)
e) All Team Members should be from the same Institute.
f) Any number of teams can register from the same institute but a person can be a
member of only one team.
g) The name of the team member(s) or their institute should not appear anywhere in the
body of the analysis/solution apart from the cover slide.
h) The panel of judges would comprise of people from NOKIA.
i) The decision of the organizers of the competition and the panel of judges will be final
and binding on all the participants.
j) The submitted entries will be the sole property of NOKIA and they reserve the right to
use the recommendations in any form.
k) The entries must reach the email id itsymposium2010@gmail.com by 20th August
2010, 11:59 PM.
l) Format of sending:
a. Subject line: NOKIA_teamname_college
b. File name: NOKIA_teamname_college.ppt/.pptx
m) IMPORTANT DATES
a. Deadline for submission of entries: 20th August 2010, 11:59 PM
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b. Declaration of Winners: 1st September, 2010

For further queries please contact:

 Anit Roy anit_d11@iift.ac.in 96544 93295
 Sunil K. Bhatia sunil_d11@iift.ac.in 99108 48827
 Vinay Suri vinay_d11@iift.ac.in 96507 06906

What you win?

1st prize: Nokia X6 handsets for both the team members

2nd prize: Nokia 5530 handsets for both the team members

3rd prize: Nokia 5233 handset for both the team members.

The top 5 teams (including the top 3 winners) will be provided certificates of appreciation

Nokia may also invite the winning team(s) for a presentation to its core sustainability team in
India. The winning team(s) may also be invited for participation in future development of the
PKR community.