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Mike Michel, CEO, Yettel Srbija

Yettel: Committed To The Green Agenda

Yettel has become the first 100% green mobile network in Serbia, which exclusively uses energy produced from renewable sources

As of January 2022, all the electricity that our network uses comes from renewable sources. Our network has always been a synonym for a stable, fast and secure network, winning UMLAUT’s prestigious Best in Test four years in a row. By becoming 100% green, we are once again pushing the market forward ~ says Yettel CEO Mike Michel, speaking in this CorD Magazine interview.

You recently presented a new network position and a proposal for customers. Can you tell us about the idea behind this proposal?

Our brand is focused on bringing balance to customers and society as a whole. Balance is a personal thing, with a different meaning for everyone.

Talking with customers, we realised that topics like environmental issues, climate change, air pollution, or simply spending time in nature, are highly important to them. I think that Serbian society is recognising that a healthy, green planet means a sustainable life for future generations.

That is why our strong focus is on the promise of being in balance with nature. We want to minimise any negative impact on the environment and help customers to do the same. We do so by setting an example and striving to inspire others.

By simply activating the new Eco Bonus digital service, customers can choose to have 4.6 kg of plastic and 2.2 kg of paper waste recycled on their behalf each month, which is the estimated amount that an average Serbian citizen generates per month

As you said, a few weeks ago we presented our two green initiatives. Yettel became the first 100% green mobile network in Serbia. We also presented Eco Bonus, a new digital service that customers can activate and can, easily and simply, take part in the recycling process.

Your recycling programme has achieved significant results, but you mentioned a new proposal for customers. Does this mean that device recycling is finished?

Absolutely not. Quite the opposite, it’s like an upgrade of our existing recycling programme, by introducing an option for paper and plastic waste. The recycling programme has been very successful, as you said. We have recycled almost 350,000 devices or 27 tons of e-waste, with the goal of increasing this to a million devices by 2025. What we have learnt from this is that customers are very willing to join in when you offer them a concrete solution.

‘Too complicated’ is one of the clichés we hear all the time when it comes to recycling in Serbia. That’s why we are offering Eco Bonus. By simply activating this digital service, customers can choose to have 4.6 kg of plastic and 2.2 kg of paper waste recycled on their behalf each month, which is the estimated amount that an average Serbian citizen generates per month. I would like to point out that the amount of waste recycled in this way adds up at the national level. This means that Yettel customers lead to recycling almost seven kilos paper and plastic waste monthly, which will really improve the situation in Serbia. Every rainfall begins with one drop. And once you begin and realise how easy it is to make an impact, the rain starts to fall.

Why are green initiatives so important to you?

Our recycling programmes are not our first green steps: it was ten years ago that we introduced paper instead of plastic bags in our shops; 63% of our customers use e-billing, while our employees participate through primary waste selection in the workplace. Globally, more than 1.2 billion jobs depend on the earth’s ecosystems (according to ILO and WWF). Environmental protection is the right direction to take, it is responsible and smart. Those who value nature show that they have understood its importance to our future.

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