Swedish-Japanese phone maker Sony Ericsson on Thursday announced targets for reducing CO2 emissions.
The initiative, part of its pre-existing GreenHeart program launched in September 2008, is intended to reduce emissions by 20 percent across internal operations and by 15 percent over the full life cycle of its products by 2015.
Sony Ericsson plans to roll its green strategy into its entire portfolio over time, which is different from focusing on individual green productsor .
"We would rather have mainstream models that we sell in large quantities than one particular green model," Jon Mulder, who heads the company's product marketing in North America, told CNET News. "Our customers should first and foremost be able to buy a great phone, and--by the way--find that it's a green phone, too".
Methods for cutting emissions include providing e-manuals for products to reduce paper usage, and using smaller packaging to decrease the transport-related CO2 footprint, recycled plastics, low-power chargers, and water-based paint that uses local water in the manufacturing process.
Sony Ericsson is launching: the C901 GreenHeart, a new version of the Cybershot phone C901; Naite, a basic GSM and 3G phone; and the MH300 GreenHeart headset.
Sony Ericsson's approach is pragmatic and low profile, Mulder said. There will be no GreenHeart logo on the hardware, only indications in some of the software.
Sony Ericsson was ranked No. 3 out of 17 manufacturers of electronics in Greenpeace's latest version of its Guide to Greener Electronics from March 2009, earning 5.7 out of 10 maximum points.
The company slipped from its No. 1 position with 5.1 points in June 2008.
In March the same year, Greenpeace awarded Sony Ericsson's T650 the greenest rating among 37 products at the Cebit international electronics fair in Hannover, Germany.