“Keep calm, do not give your smartphone.” It is with these words that this young French start-up is for consumers who may have been seduced by the Samsung show at Mobile World Congress in Barcelona to launch its new device, the Galaxy S6.
He added “pull out of your pocket. Pat him, as if it were the first time. Contemplate its micro-scratches, as so many memories. And show her that you are not ready to let him die in a drawer. ” Video shock was even made showing a smartphone abandoned in the bottom of a drawer …
With humor, Back Market tackles a substantive phenomenon planned obsolescence of electronic devices, off and sense “psychological obsolescence builders” that drives consumers to a frantic report and to change devices periodically.
The MRPF, a resistance movement …
“At the launch of the Galaxy S6, we set up a resistance movement, MRPF the Resistance Movement previous smartphones, a collective struggle against electronic waste,” said Thibaud Larauze, one of three co -fondateurs this up market selling refurbished products.
The idea is common sense. “We encourage people to keep their old smartphone and if they need to buy one to turn to reconditioned equipment.”
So inevitably leading behind it a great deal of communication that is grafted onto the global launch of the Korean giant’s flagship product. A nice way to get known cheaply somehow …
The principle of consumer responsibility
Except that behind this great marketing coup, the ethical question is real. “We encourage the re-use and create the reflex to check whether we really need to change every year device”. “We had at heart to start a business that makes sense,” is justified Thibaud Larauze.
Back Market is riding the wave of repackaged products which enjoys increasing popularity. According to a survey by a competitor, Recommerce Solutions, at the launch of the iPhone 6 September 2014, 57% of French said they were so interested in reselling mobile solutions and 13% of those who recently renewed their mobile had practiced resale or recycling of their old appliance.
Back Market is a start-up very young. She was born in November 2014. The platform works with repackaging plants that can currently process 500 references, from the mobile phone to the tablet via PCs and printers. She plans to soon recycling appliances. So she is selling devices whose batteries and buttons are replaced. It is thus possible to purchase a iPhone 5S in very good condition 449 euros. “Prices are 20-60% cheaper compared to new products and all the products sold come with a 6 month warranty,” says Thibaud Larauze.
At the moment, the shows start-up have sold hundreds of products in a few months old. “Word of mouth is very positive.” The company hopes to raise funds quickly to become the number 1 of the reuptake of electronic products and launch in Europe.
The task is tough. Seeing that the Galaxy S6 and S6 Galaxy Edge, scheduled for April 10, can no longer remove the battery, just like the iPhone and the opposite of everything that could do far Samsung, Thibaud Larauze did not finish the fight against the planned obsolescence.
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