Redeem has sights set on becoming a Euro-leader

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Falkirk-based Redeem aims to become Europe’s leading mobile phone recycler.

This week it announced it had extended its re-sale and recycling partnership with 02 (Telefonica UK) by introducing the first ‘new for old’ initiative in Slovakia.

Customers of 02 can trade in their old handsets in exchange for store credit in the form of an electronic voucher which can be spent in any 02 store in Slovakia. It will give them money off a new phone or accessories.

Along with the trade-in facility, customers will have the chance to buy refurbished handsets, including smartphones, at competitive prices.

Trevor Bayley, Redeem’s executive chairman, said: “Millions of phones are upgraded each year in Europe, but only around 10 per cent are recycled.

“The recycling market is nascent in Slovakia and only around 12,000 mobiles phones a year were being recycled before this project. We estimate in a population of 5.5 million, there are 6.5 million mobile devices when you allow for tablets, plus most people retain at least one old phone as a spare.

“We believe there is a huge opportunity for mobile operators to lead the way, meet their obligations under the WEEE (waste electrical and electronic equipment) directive – and boost their business. We aim to be in the global vanguard of that recycling drive.”

The refurbished phones have all been restored by Redeem’s experts to original factory settings and data-wiped to US government standards.

The company is using TV advertising, as well as social media campaigns on Facebook and Twitter to promote the scheme.

Redeem, which is based in Etna Road, was founded in 1991 as a specialist recycler and has grown into an award-winning, high volume recycler for a wide range of hand-held technologies.

It is the European leader in iPad recycling innovation and provides a complete solution too for a range of recyclables, including business and consumer digital equipment, such as mobile phones, tablets, satellite navigation, cameras and laptops.

Simon Dunn, director of commercial development, said: “We work hard to create an exceptional customer experience. Our target is to dramatically increase the units recycled per year and offer competitive recycling programmes across the whole of Europe for mobile network operators.”