Inaugural "Green Mobile Award" awarded

SMART Communications wins “Green Mobile Award” category of GSMA’s Global Mobile Awards

CHICAGO and DÜSSELDORF, 18 February 2009 — Philippines-based wireless services provider SMART Communications (SMART) was awarded the first-ever “Green Mobile Award”. Part of the GSMA’s Global Mobile Awards, the “Green Mobile Award” honors new and innovative concepts that help the mobile communications industry operate in a more environmentally friendly manner and contribute to the reduction of the mobile eco-system’s CO2-emissions. It is sponsored by A.T. Kearney, Inc, a leading management consultancy firm.

“The variety of environmentally friendly mobile phones, which was launched on the occasion of the Mobile World Congress, the increasing supply of impressive energy-efficient network components, such as the extensive climate protection programs of well-know mobile operators,  show the importance that the mobile communication industry today gives to sustainability. In a current study, however, we found that consumers’ demand for so-called green mobile phone products or mobile minutes is comparatively low. Stimulating this demand provides a new sales potential for network operators and product manufacturers alike. A network operator that has understood these benefits is the Philippines-based wireless services provider SMART Communications that was awarded the first-ever ‘Green Mobile Award’, says Martin Sonnenschein, A.T. Kearney partner and global head of the firm’s Communications & High-Tech Practice.

SMART has been recognized as outstanding for its alternative power for cell sites program. The company uses renewable energy sources to power cell sites in off-grid locations. Today, there are about 68 cell sites in different areas across the Philippines which are powered by renewable energy. Of this figure, 41 are run by wind energy while 27 are hybrid using both wind and solar energy.

By using wind and solar energy to power base stations SMART is addressing a fundamental issue – both from an economic and environmental perspective – that operators in emerging countries are currently facing. Particularly in remote areas base stations need to be powered by diesel generators either because there is no power grid available at all or the available grid is not reliable enough. This results in a massive cost disadvantage for mobile operators in emerging countries. In Europe annual power costs per site amount to about 2000 euro compared to 5000 euro in emerging countries. Given this cost disadvantage operators tend to refrain from investing in remote areas leaving those areas without access to mobile communications.

SMART’s program also benefits the environment as the CO2 emissions for each liter of diesel are far higher than using the power grid. Hence, SMART not only reduces the emission of greenhouse gases but also eliminates the risk of polluting the waters as diesel is normally carried by pumpboats from mainland to island sites.

Martin Sonnenschein comments on the prize winner: “With its alternative power for cell sites program SMART is improving its cost efficiency while reducing environmental impact in a very seamless way. Next to these benefits, this impressive project makes mobile communication more widely available by enabling cell sites in off-grid locations. We look forward to seeing many more companies follow this good example.”

SMART Communications was selected by an independent expert jury among a shortlist of five nominees including Alcatel Lucent, Nokia Siemens Networks, Telenor and Vodafone. The Green Mobile Award was open to all companies active in the mobile communications industry including network operators, device manufacturers and providers of end devices, services and applications. They were invited to enter environmentally friendly, innovative concepts and programs designed to promote environmental protection and sustainability.

The Global Mobile Awards comprise nine categories, including Best Mobile Entertainment, Best Mobile Services, Best Mobile Handset and Best Mobile Technologies, among many others. The awards ceremony was held on 17 February 2009 during the gala dinner at the Mobile World Congress in the National Palace in Barcelona. More information is available for downloading at www.globalmobileawards.com.

About A.T. Kearney
A.T. Kearney is a global strategic management consulting firm known for helping clients gain lasting results through a unique combination of strategic insight and collaborative working style. The firm was established in 1926 to provide management advice concerning issues on the CEO's agenda. Today, we serve the largest global clients in all major industries. A.T. Kearney's offices are located in major business centers in 35 countries. Further information can be found at www.atkearney.com.