1. 1 Papaya Milk Sandy, Rachel, Jason, Jimmy, Richard, Nick Operation Management 1/2/2014 Return and recycling of used mobile phones Research in a closed loop supply chain context with focus on different customer behavior patterns Final Project

2. 2 Papaya MilkReturn and recycling of used mobile phonesOperation Management Outline Introduction Literature review The mobile phone lifecycle Environmental issues Consumer behavior Programs for return and recycling of mobile phones Proposed research structure framework Research Design

3. 3 Papaya MilkReturn and recycling of used mobile phonesOperation Management Introduction The first handheld mobile cell phone was demonstrated by Motorola in 1973 Mobile phones are the most common in the world Discarded mobile phones represent a growing problem

4. 4 Papaya MilkReturn and recycling of used mobile phonesOperation Management Motivation and Purpose Discarded mobile phone impact to environment Return rates are still low Improve recycling of end-of-life mobile phone Customer behavior patterns about mobile phone recycling

5. 5 Papaya MilkReturn and recycling of used mobile phonesOperation Management Literature review Existing literature have a focus on the mobile phone recycling field Concerns about mobile phone lifecycle as well as the impacts and benefits Literature slightly discusses different customer behaviors and how to build accepted programs for return and recycling mobile phones for the users Especially no evidence in Taiwan

6. 6 Papaya MilkReturn and recycling of used mobile phonesOperation Management The mobile phone lifecycle Designed and managed to explicitly consider the reverse and forward supply chain activities over the entire life cycle of the product Key points: Product returns management Remanufacturing/reconditioning operational issues Remarketing (Source: V. Daniel R. Guide, Jr. & Luk N. Van Wassenhove, 2005)

7. 7 Papaya MilkReturn and recycling of used mobile phonesOperation Management The mobile phone lifecycle Unwanted mobile phones should at best not put in the trash or stored away Deciding whether the phone can be repaired and resold or sent for recycling Rethinking about how to use the recycling mobile phone (Source:The GSM Association, 2006) New destinations, New owners Collection Evaluation Tack-Back Refurbishing

8. 8 Papaya MilkReturn and recycling of used mobile phonesOperation Management Environmental issues Ensure that broader social and economic impacts and benefits are considered when evaluating the contribution to sustainable development Helps to protect the environment as well as save expensive and rare resources Precious metals such as gold and silver, can be recycled

9. 9 Papaya MilkReturn and recycling of used mobile phonesOperation Management Environmental issues Recycling helps the environment Allowing valuable raw materials to be preserved Preventing mobile phone waste from damaging the environment Set up the Environmental protection Agency

10. 10 Papaya MilkReturn and recycling of used mobile phonesOperation Management Customer behavior A case study in Nigeria Results: Nigerians are willing to do mobile phones recycling No similar program Suggestion: International recycling law or regulations to set global standard (Source: I.C. Nnorom, 2009)

11. 11 Papaya MilkReturn and recycling of used mobile phonesOperation Management Programs for return and recycling of mobile phones A case study of Nokia's recycling strategy India in 2009 Plant a tree sapling for every handset dropped

12. 12 Papaya MilkReturn and recycling of used mobile phonesOperation Management Programs for return and recycling of mobile phones Case study- IPod and mobile phone recycling program How does the program work?

13. 13 Papaya MilkReturn and recycling of used mobile phonesOperation Management Programs for return and recycling of mobile phones Case study- IPod and mobile phone recycling program Recycling strategy is defined as their responsibility 90 percent recovery rate

14. 14 Papaya MilkReturn and recycling of used mobile phonesOperation Management Proposed research structure framework First step Theoretical background of the research topic Second step Identify different customer behavior while using and returning mobile phones Research questions (1) What are the main barriers and motivating factors which determine the recycling behavior of mobile phone users? (2) What are possible programs for return and how are these mobile phone recycling campaigns accepted?

15. 15 Papaya MilkReturn and recycling of used mobile phonesOperation Management Proposed research structure framework Percentage of mobile phone users in different ages Age of mobile phone usersin % Under 20 years15.8 21 -30 years25.6 31-40 years22.5 41-50 years17.0 51-60 years11.3 61 above7.5 total100

16. 16 Papaya MilkReturn and recycling of used mobile phonesOperation Management Proposed research structure framework Survey to identify consumer behavior Target group Student survey (Junior school, High school, College) Conducted in schools by the teachers Working Population Conducted through sells person in department stores and electronic markets while purchase a new phone Locations: Taipei, Taichung, Kaohsiung Scope: N=600 per target group

17. 17 Papaya MilkReturn and recycling of used mobile phonesOperation Management Research Design Results: (1)Survey evaluation (2)Recommendation for future campaigns to motivate mobile phone users to recycle their devices (3)Identification of possible return channels Survey to identify consumer behavior (questionnaire): Theoretical background: (1)Theoretical framework: The mobile phone lifecycle (closed loop view) (2) Opportunities: Economic, ecological and social and impacts and benefits (3)Consumer behavior (4)Programs for return and recycling of mobile phones Research questions: (1) What are the main barriers and motivating factors which determine the recycling behavior of mobile phone users? (2) What are possible programs for return and how are these mobile phone recycling campaigns accepted? Working Population (N=600) Survey conducted through sells person in department stores and electronic markets while purchase a new phone Student Survey Questionnaire in schools and conducted by the teachers (1)Junior school (N=200) (2)High school (N=200) (3)College (N=200)

18. 18 Q&A Thank you for your attention!