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Good Business

What does it take to launch a fairer phone?

Good Business

One month ago, we hit a new milestone on our journey towards fairer electronics: the Fairphone 3+. The real stars of the show, though, are the upgraded Fairphone 3 modules that made the “+” possible.

They are real, tangible proof that a better, fairer way is possible for this industry. It shouldn’t be necessary to get rid of your phone just because one part fails, or to buy a new one just to get an upgraded feature. This might sound like common sense, but in practice, this type of modular, repairable design is a groundbreaking innovation.

A lot of practical work had to happen to make these upgraded modules a reality, from sourcing higher quantities of recycled plastics to upgrading camera software. We wanted to make sure the launch of these new, even fairer modules gave them the welcome they deserve. Thanks to you, our Fairphone friends and family, I think we managed to do just that!

Leading up to the launch

At my desk in the Brand team, there was a lot to organize and produce: marketing campaigns, website updates and materials for our retail partners. We knew this was the perfect opportunity to feature YOU, our Fairphone customer; by using a Fairphone you really do change the world. Choosing a fairer smartphone is a first step towards making a positive impact on the fair economy. It means you can keep on texting, calling, snoozing, and living your life, all while standing up for people and the planet.

To bring this vision to life, we organised numerous photo and video shoots (starring our own fabulous Fairphone team) right here in Amsterdam. The notoriously unpredictable Dutch weather was on our side – just look at those beautiful, Fairphone-blue skies!

 

It’s important for us to grow the market for ethical electronics to achieve an even bigger impact. A major part of my team’s work is about growing brand awareness and introducing Fairphone’s philosophy to a wider audience. The launch of the Fairphone 3+ marks the first time we’ve run ads on TV, for example (just in Germany for now!).

The big day: Fairphone 3+ launch event

COVID-19 restrictions weren’t going to prevent us from finding a fun, safe way to share our news with the world. Rather than holding a traditional press conference, our CEO Eva Gouwens virtually welcomed our community directly into our Fairphone HQ in Amsterdam. More than 2,000 people joined the livestream – far more than could have ever attended in person, even before these socially-distant times!

It was really quite exciting to be a part of the event: after the Fairphone leadership team introduced the Fairphone 3+ and the new modules, our community had tons of questions to ask. To see so many people actively participating from all over the world was so inspiring. It shows the widespread interest there is in Fairphone and our mission, and I felt so lucky to be able to experience that – virtually – with all of you.

Fairphone 3+ in the Press

I’m pleased to share that our hard work on this launch is paying off. Lots of media all across Europe highlighted how groundbreaking these new modules are for the electronics industry. And, as a cherry on top, the Fairphone 3+ has been getting good reviews from the (industry) media:

<The Guardian>
<Fr: Le Figaro>
<DE: Süddeutsche Zeitung>

Team work makes the dream work

I am so, so proud of how the Fairphone team came together during these tough times to make this a reality. So many people at Fairphone and external partners played their part to make this an unforgettable launch. Thank you to each and every one of you. Thank you also to our wider Fairphone community, for supporting and believing in us. You are all champions for fairness, and you are awesome!

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