Fairphone has previously been a niche player focusing on modularity, reparability, and sustainability, but with a new CEO, the company aims to make a bigger impact. Reinier Hendriks, the new leader, comes from a background at Vodafone and KPN, and recently joined Fairphone from Leaseweb. While he doesn’t have direct smartphone-making experience, he stresses the importance of “understanding the customer” in any industry.
Hendriks has ambitious plans for the brand. Fairphone is set to enter 23 new markets this year, with Austria and Switzerland already onboard, and a sales partner secured for the UK. The devices will be available through carriers and distributors, increasing their visibility significantly.
The new CEO aims to eventually target the €400 price point, which is €300 lower than the current price of the Fairphone 5. To achieve this goal, Fairphone is strengthening its collaboration with Google and Qualcomm.
Hendriks believes that the current model only meets 80% of customer needs, which isn’t sufficient to attract a large consumer base – with sales reaching only 235,000 units last year, predominantly in Germany and the Netherlands. To make a significant impact, Fairphone must exceed the 80% threshold. Hendriks emphasizes the importance of balancing sustainability with other consumer desires.
With the entire German smartphone market totaling 20 million units last year, Fairphone has room to grow beyond its current status. Hendriks acknowledges the consumer interest in sustainability without compromising on other features. The brand’s uniqueness in the smartphone industry is a strength that Hendriks aims to leverage through innovative marketing strategies.
Source (in German)
