{"id":15262,"date":"2025-02-20T08:46:58","date_gmt":"2025-02-20T08:46:58","guid":{"rendered":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/?post_type=gsma_theme_study&#038;p=15262"},"modified":"2025-03-25T16:04:47","modified_gmt":"2025-03-25T16:04:47","slug":"orange-re-initiative","status":"publish","type":"gsma_theme_study","link":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/","title":{"rendered":"Orange \u2013 \u201cRe\u201d initiative\u00a0"},"content":{"rendered":"\n<p>Orange\u2019s \u201cRe\u201d initiative, launched in 2020, aims to increase the circularity of smartphones through four key pillars: <strong>re<\/strong>turns, <strong>re<\/strong>pairs, <strong>re<\/strong>furbishment, and <strong>re<\/strong>cycling. The program aims to advance these circular programmes across the portfolios of each of its subsidiaries in Europe.&nbsp;<\/p>\n\n\n\n<p>The \u201cRe\u201d programme contributes to extending the lifespan of smartphones as well as collecting as many unused mobile phones as possible. Orange has set a goal by 2025 to achieve 10% of refurbished smartphones and 30% of traded-in or collected mobiles across all its smartphone sales.&nbsp;<\/p>\n\n\n\n<p>A key challenge has been the availability of refurbished products in sufficient quantities, their quality, and price competitiveness compared to new products. In order to overcome these challenges, Orange has developed partnerships with refurbishers in Europe to manage the trade-in and collection of smartphones and to offer a catalogue of refurbished smartphones for resale.\u00a0<\/p>\n\n\n\n<p>Orange has also learned that to successfully implement circularity programmes, it is necessary to invest heavily in communication and training for employees, as well as in developing long-term partnerships with players in the circular economy in Europe.\u00a0<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/boutique.orange.fr\/informations\/programme-re\/\" target=\"_blank\" rel=\"noreferrer noopener\">Learn more<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Orange\u2019s \u201cRe\u201d initiative, launched in 2020, aims to increase the circularity of smartphones through four key pillars: returns, repairs, refurbishment, and recycling. The program aims to advance these circular programmes across the portfolios of each of its subsidiaries in Europe.&nbsp; The \u201cRe\u201d programme contributes to extending the lifespan of smartphones as well as collecting as [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":15338,"template":"","meta":{"image":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png","json":{"gsma_study_logo":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2024\/09\/orange-3.png","gsma_study_category":"3533","gsma_study_member":"0","gsma_study_website":"","gsma_study_email":"","gsma_study_twitter":"","gsma_study_facebook":"","gsma_study_linkedin":"","gsma_study_country":"","gsma_study_bg":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png","gsma_study_video":"","gsma_study_sdg":"","gsma_study_hfi":null,"gsma_study_orgs":""},"cats":{"circularity-topic":[{"term_id":3543,"name":"Customer engagement","slug":"circularity-topic-customer-engagement","term_group":0,"term_taxonomy_id":3543,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":22,"filter":"raw"},{"term_id":3545,"name":"E-waste and recycling","slug":"circularity-topic-e-waste-and-recycling","term_group":0,"term_taxonomy_id":3545,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":15,"filter":"raw"},{"term_id":3548,"name":"Repair and refurbishment","slug":"circularity-topic-repair-and-refurbishment","term_group":0,"term_taxonomy_id":3548,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":13,"filter":"raw"},{"term_id":3549,"name":"Takeback and trade-in","slug":"circularity-topic-takeback-and-trade-in","term_group":0,"term_taxonomy_id":3549,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":18,"filter":"raw"}],"circularity-region":[{"term_id":3552,"name":"Europe","slug":"circularity-region-europe","term_group":0,"term_taxonomy_id":3552,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":33,"filter":"raw"}],"circularity":[{"term_id":3550,"name":"Region","slug":"circularity-region","term_group":0,"term_taxonomy_id":3550,"taxonomy":"casestudy_categories","description":"","parent":3533,"count":43,"filter":"raw"},{"term_id":3542,"name":"Topic","slug":"circularity-topic","term_group":0,"term_taxonomy_id":3542,"taxonomy":"casestudy_categories","description":"","parent":3533,"count":40,"filter":"raw"}]},"orgs":[]},"tags":[],"casestudy_categories":[3533,3469,3543,3545,3552,3550,3548,3549,3542],"algolia_discover_type":[3511],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v23.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Orange \u2013 \u201cRe\u201d initiative\u00a0 - External Affairs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Orange \u2013 \u201cRe\u201d initiative\u00a0\" \/>\n<meta property=\"og:description\" content=\"Orange\u2019s \u201cRe\u201d initiative, launched in 2020, aims to increase the circularity of smartphones through four key pillars: returns, repairs, refurbishment, and recycling. The program aims to advance these circular programmes across the portfolios of each of its subsidiaries in Europe.&nbsp; The \u201cRe\u201d programme contributes to extending the lifespan of smartphones as well as collecting as [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/\" \/>\n<meta property=\"og:site_name\" content=\"External Affairs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/gsma\/\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-25T16:04:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"440\" \/>\n\t<meta property=\"og:image:height\" content=\"190\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@GSMA\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Orange \u2013 \u201cRe\u201d initiative\u00a0 - External Affairs","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/","og_locale":"en_GB","og_type":"article","og_title":"Orange \u2013 \u201cRe\u201d initiative\u00a0","og_description":"Orange\u2019s \u201cRe\u201d initiative, launched in 2020, aims to increase the circularity of smartphones through four key pillars: returns, repairs, refurbishment, and recycling. The program aims to advance these circular programmes across the portfolios of each of its subsidiaries in Europe.&nbsp; The \u201cRe\u201d programme contributes to extending the lifespan of smartphones as well as collecting as [&hellip;]","og_url":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/","og_site_name":"External Affairs","article_publisher":"https:\/\/www.facebook.com\/gsma\/","article_modified_time":"2025-03-25T16:04:47+00:00","og_image":[{"width":440,"height":190,"url":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@GSMA","twitter_misc":{"Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/","url":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/","name":"Orange \u2013 \u201cRe\u201d initiative\u00a0 - External Affairs","isPartOf":{"@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/#primaryimage"},"image":{"@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/#primaryimage"},"thumbnailUrl":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png","datePublished":"2025-02-20T08:46:58+00:00","dateModified":"2025-03-25T16:04:47+00:00","breadcrumb":{"@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/#primaryimage","url":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png","contentUrl":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-content\/uploads\/2025\/02\/Orange-1.png","width":440,"height":190,"caption":"A tech store interior with modern design. A white table shows several smartphones on display. A large screen on the right displays a person in a tech presentation. The back wall features a green vertical garden, and accessories are visible on shelves. Warm lighting fills the space."},{"@type":"BreadcrumbList","@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/gsma_study\/orange-re-initiative\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/"},{"@type":"ListItem","position":2,"name":"Orange \u2013 \u201cRe\u201d initiative\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/#website","url":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/","name":"#BetterFuture","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"}]}},"cats":[{"term_id":3551,"name":"Asia Pacific","slug":"circularity-region-asia-pacific","term_group":0,"term_taxonomy_id":3551,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":15,"filter":"raw"},{"term_id":3625,"name":"Circular economy","slug":"circular-economy","term_group":0,"term_taxonomy_id":3625,"taxonomy":"casestudy_categories","description":"","parent":3469,"count":11,"filter":"raw"},{"term_id":3533,"name":"Circularity","slug":"circularity","term_group":0,"term_taxonomy_id":3533,"taxonomy":"casestudy_categories","description":"","parent":0,"count":42,"filter":"raw"},{"term_id":3469,"name":"Climate Action","slug":"climate-action","term_group":0,"term_taxonomy_id":3469,"taxonomy":"casestudy_categories","description":"","parent":0,"count":46,"filter":"raw"},{"term_id":3624,"name":"Climate transition planning","slug":"climate-transition-planning","term_group":0,"term_taxonomy_id":3624,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":4,"filter":"raw"},{"term_id":3543,"name":"Customer engagement","slug":"circularity-topic-customer-engagement","term_group":0,"term_taxonomy_id":3543,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":22,"filter":"raw"},{"term_id":3545,"name":"E-waste and recycling","slug":"circularity-topic-e-waste-and-recycling","term_group":0,"term_taxonomy_id":3545,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":15,"filter":"raw"},{"term_id":3544,"name":"Eco-design and green manufacturing","slug":"circularity-topic-eco-design-and-green-manufacturing","term_group":0,"term_taxonomy_id":3544,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":10,"filter":"raw"},{"term_id":3623,"name":"Enablement","slug":"enablement","term_group":0,"term_taxonomy_id":3623,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":3,"filter":"raw"},{"term_id":3620,"name":"Energy efficiency","slug":"energy-efficiency","term_group":0,"term_taxonomy_id":3620,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":15,"filter":"raw"},{"term_id":3552,"name":"Europe","slug":"circularity-region-europe","term_group":0,"term_taxonomy_id":3552,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":33,"filter":"raw"},{"term_id":3558,"name":"Global","slug":"circularity-region-global","term_group":0,"term_taxonomy_id":3558,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":11,"filter":"raw"},{"term_id":3553,"name":"Greater China","slug":"circularity-region-greater-china","term_group":0,"term_taxonomy_id":3553,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":14,"filter":"raw"},{"term_id":3626,"name":"Internal carbon pricing","slug":"internal-carbon-pricing","term_group":0,"term_taxonomy_id":3626,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":0,"filter":"raw"},{"term_id":3554,"name":"Latin America","slug":"circularity-region-latin-america","term_group":0,"term_taxonomy_id":3554,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":2,"filter":"raw"},{"term_id":3546,"name":"Leasing and device-as-a-service","slug":"circularity-topic-leasing-and-device-as-a-service","term_group":0,"term_taxonomy_id":3546,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":4,"filter":"raw"},{"term_id":3547,"name":"Metrics and targets","slug":"circularity-topic-metrics-and-targets","term_group":0,"term_taxonomy_id":3547,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":2,"filter":"raw"},{"term_id":3555,"name":"Middle East and North Africa","slug":"circularity-region-mena","term_group":0,"term_taxonomy_id":3555,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":8,"filter":"raw"},{"term_id":3556,"name":"North America","slug":"circularity-region-north-america","term_group":0,"term_taxonomy_id":3556,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":2,"filter":"raw"},{"term_id":3550,"name":"Region","slug":"circularity-region","term_group":0,"term_taxonomy_id":3550,"taxonomy":"casestudy_categories","description":"","parent":3533,"count":43,"filter":"raw"},{"term_id":3621,"name":"Renewable energy","slug":"renewable-energy","term_group":0,"term_taxonomy_id":3621,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":15,"filter":"raw"},{"term_id":3548,"name":"Repair and refurbishment","slug":"circularity-topic-repair-and-refurbishment","term_group":0,"term_taxonomy_id":3548,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":13,"filter":"raw"},{"term_id":3622,"name":"Scope 3 and Supply Chain","slug":"scope-3-and-supply-chain","term_group":0,"term_taxonomy_id":3622,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":7,"filter":"raw"},{"term_id":3557,"name":"Sub-Saharan Africa","slug":"circularity-region-ssa","term_group":0,"term_taxonomy_id":3557,"taxonomy":"casestudy_categories","description":"","parent":3550,"count":11,"filter":"raw"},{"term_id":3549,"name":"Takeback and trade-in","slug":"circularity-topic-takeback-and-trade-in","term_group":0,"term_taxonomy_id":3549,"taxonomy":"casestudy_categories","description":"","parent":3542,"count":18,"filter":"raw"},{"term_id":3542,"name":"Topic","slug":"circularity-topic","term_group":0,"term_taxonomy_id":3542,"taxonomy":"casestudy_categories","description":"","parent":3533,"count":40,"filter":"raw"}],"_links":{"self":[{"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/gsma_theme_study\/15262"}],"collection":[{"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/gsma_theme_study"}],"about":[{"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/types\/gsma_theme_study"}],"author":[{"embeddable":true,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/users\/35"}],"version-history":[{"count":1,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/gsma_theme_study\/15262\/revisions"}],"predecessor-version":[{"id":15263,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/gsma_theme_study\/15262\/revisions\/15263"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/media\/15338"}],"wp:attachment":[{"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/media?parent=15262"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/tags?post=15262"},{"taxonomy":"casestudy_categories","embeddable":true,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/casestudy_categories?post=15262"},{"taxonomy":"algolia_discover_type","embeddable":true,"href":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/external-affairs\/wp-json\/wp\/v2\/algolia_discover_type?post=15262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}