Fairphone is a company which is committed to eco-friendly practices and it has been in operation for over a decade. Throughout its history, it has strived to produce smartphones with minimal environmental impact. Fairphone focuses on modular designs that facilitate easy repairs and upgrades by users, aligning with its sustainability goals. Despite its clear message and efforts to disrupt the smartphone industry, Fairphone has struggled to gain widespread recognition.
Recently, Reinier Hendriks who is Fairphone’s new CEO sat down with Handelsblatt to discuss the company’s current status and future plans. While Fairphone has achieved profitability and sold a considerable number of handsets, its market presence has been limited to a niche audience. To compete more effectively, Fairphone aims to expand its reach beyond its current market.
Hendriks is determined to lead Fairphone into the international arena and it is aiming for recognition beyond its home market. The company has already expanded its operations into regions like Austria, Switzerland, and the United Kingdom. Fairphone is revising its communication strategy to resonate better with potential customers.
Fairphone faces challenges particularly regarding its pricing strategy. The Fairphone 5 is priced at €699 and it may seems reasonable initially. Its specifications lag behind those of competitors like OnePlus and Samsung, making it less appealing to consumers who prioritize performance over sustainability. Hendriks acknowledges this issue and is determined to address it.
To offer a more competitive price and user experience, Fairphone plans to collaborate closely with parts manufacturers and software partners. Hendriks aims to reduce the price to €400, making Fairphone devices more attractive to a wider audience. While this goal presents significant challenges, Fairphone remains committed to its core values while striving for greater accessibility. Fairphone’s journey toward affordability and sustainability will undoubtedly be challenging.
