O2 will sell the HTC One without a charger, the first time an operator has done so with a flagship phone.
Any consumers who buy the HTC One will get a USB to micro-USB cable and can buy a separate charger if they wish. The scheme is an extension of last year's 'Chargers out of the Box' pilot, which offered HTC devices charger-free to consumers. The operator found 82% of consumers bought the device without taking the charger. O2 said the initiative aims to reduce the number of chargers included with phones, estimated to be more than 30 million per year.
O2 CEO Ronan Dunne said: 'The trial we have run over the past six months has given us the confidence that customers are ready to buy phones without chargers – to the point where O2 and HTC were prepared to apply this initiative to one of this year’s biggest handset launches.
'By ensuring that we have the right support and information for customers in our stores and on our website, the vast majority are willing to consider and respond to our environmental argument for taking a phone without the charger.'
Philip Blair, head of EMEA at HTC, said: 'Alongside O2, we have undertaken a really significant piece of consumer education. With so many chargers already in circulation, it’s important to remind customers to consider using the charging units and mains adapters that they already own. Applying this scheme to the launch of our flagship handset demonstrates how passionately we feel about this initiative, as well as our collective goal to reduce the amount of waste caused by unnecessary and unused chargers across the UK.'
Author: Graeme Neill