Last week I read an article that NTT DOCOMO has announced it will show a prototype mobile phone made from wood. This is the latest in a whole host of “eco phones” to appear in the news recently, using surplus wood that is removed to maintain healthy forests to produce the mobile. This got me thinking – would I actually want a phone that is made from wood? A few years ago we looked at consumer interest in different materials and finishes for casing, with wood featuring pretty low in terms of a material people would likely adopt. Has this changed? Take our poll on the left to let us know what you think about phones made from wood. The announcement from NTT DOCOMO is just one of many recent news articles that feature mobile companies adding an eco-friendly phone to their product line-up. So who is actually buying eco-friendly phones, and what do these consumers want and expect? Research from focus groups conducted by Strategy Analytics in February this year suggest that segments that will pay a premium for environmental sustainability are those who can afford to pay a premium for advanced features, high end styling, superior quality materials and innovative experiences. Therefore, mobile companies that seek to make money from environmental sustainability credentials should consider offering a high-end device, packed with features, with iconic styling; quality recycled materials; and market it predominantly on the basis of its features and style. With so many companies turning their focus to environmentally friendly products, Strategy Analytics’ believes that in order to monetize through environmental credentials, three key conditions must be met:

• Do NOT Compromise Features, Performance, or Style
• Institutionalize “Green”
• Eschew “Token” Green Actions

WDL clients can view the full report, ‘Environmentally Friendly Phones Must Not Compromise on Features or Design’, here. The report is also available for purchase.