Sony Ericsson announces new GreenHeart™ portfolio strategy and bold CO² emissions reduction targets

Australia – June 5, 2009 – Sony Ericsson today unveiled goals for reducing CO emissions across the whole company by 20% by 20151 in absolute terms. At the
same time the company committed to reducing the total greenhouse gas emissions by 15% from the full life cycle of its products i.e. from the mining, production, through the use by consumers to the end of life management by 20152.

A key pillar of these commitments is the introduction of Sony Ericsson’s new GreenHeart™ pioneer products which will launch in Australia with –Naite - and the MH300 headset, one of the greenest on the market. Green innovations showcased in the new GreenHeart™ pioneer phones will migrate into the wider portfolio
enabling the company to continually reduce the environmental impact of its entire portfolio, to become a benchmark for the industry.

Naite builds on Sony Ericsson’s industry leading ‘greenest core’, the result of a long standing commitment to eliminate the use of hazardous chemicals from its phones. Additional ‘green’ features include an e-manual that reduces paper usage by over 90%, smaller packaging that decreases transport related CO emissions by over 80%, recycled plastics and a low-power charger. Thanks to these innovations, the overall CO footprint of the GreenHeart™ products is reduced by 15%3.

“Since the start of the joint venture in 2001, Sony Ericsson has strived to exceed industry standards in the removal of harmful substances and energy efficient chargers. We have implemented a full life cycle approach to sustainability in order to build phones with a green core as well as reducing CO emissions from the product in use and ensuring sustainable end-of-life treatment.” said Dick Komiyama, President, Sony Ericsson. ”Today’s announcement on emission reduction targetsand the new GreenHeart™ pioneer products is the next step in building a more sustainable business and a key pillar in our invigorated product portfolio strategy.”

The company is also committing to a significant increase in the volume of phones collected as part of its global TakeBack initiative. Sony Ericsson aims to collect one million phones yearly from its own system from 2011 onwards making it easy for consumers to recycle by providing more locations and information about the process. This global TakeBack initiative will complement Sony Ericsson existing relationship with MobileMuster in Australia.

“Our history of recycling shows that being environmentally conscious is not a fad of modern society, but something that reflects our inner desire to 'do more with less,” states Chris Althaus, Chief Executive Officer, Australian Mobile Telecommunications Association (AMTA).

“For the 2008 calendar year MobileMuster collected more than 121 tonnes of mobile phones, a 55% increase on the previous year. This increase demonstrates the significance that recycling plays in our society and the particular need for more environmentally friendly products in the mobile industry. Sony Ericsson is an active and valued participant in MobileMuster and we are pleased to be working with them – as they are committed to making a change.”


To learn more about Sony Ericsson’s long term strategy towards sustainability please visit www.sonyericsson.com/sustainability and www.sonyericsson.com/environment

Sony Ericsson Mobile Communications AB, 2009.
GreenHeart and the GreenHeart logo are trademarks or registered trademarks of Sony Ericsson Mobile Communications AB. Sony Ericsson is a top, global industry player with sales of around 97 million phones in 2008. Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London. For more information about Sony Ericsson please visit www.sonyericsson.com.

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Sony Ericsson Media Centre: 02 9286 0222; semc@hillandknowlton.com.au
Product images: www.sonyericsson.com/press