Sustainable consumption: Not only manufacturers, but also end consumers. The new Fairphone CEO wants to change that.
Dutch smartphone maker Fairphone is known for durable and repairable devices. However, they also come at a price: the Fairphone 5 (which recently received some criticism from Linus Tech Tips) is the company’s most expensive smartphone to date, and the price Official online store A crisp 699 euros.
For that money you will also get smartphones that are technically very well equipped, but they will not be built as fair or repairable. However, there is good news: Fairphone is planning aggressive price cuts of up to 300 euros per smartphone to significantly expand its previously declining market share.
CEO Rainier Hendricks, who has only been active for a short time, is now expected to make a change and steer Fairphone towards mass market success without throwing the company’s values ​​overboard, he revealed in an interview. Handelsvlut. To be able to cope with the price reduction, the supply chain should be optimized, production should be made more efficient and new markets should be opened. Hendriks also intends to revise marketing to increase brand awareness with new audio products such as the Fairbuds XL.
So far, Fairphone’s sales figures have been low despite its loyal fan base. Last year the company sold only 235,000 devices, mainly in Germany. A total of 2 crore smartphones are sold in this country but the market share is insignificant. That’s certainly not least because Fairphones have significantly longer lifespans than other smartphones, Hendrix says Techbook. Their devices are used for an average of six years, while those from other manufacturers are only used for two to three.
However, the road to success in the mass market is a big challenge for Fairphone. Companies must strike a balance between sustainability and competitiveness. If it succeeds, Fairphone could become a role model for the industry and prove that social and environmental responsibility can be compatible with economic success. If it doesn’t succeed, Fairphone will probably have to say goodbye to its name and its unique selling point.
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