Electronics recycling can’t piggyback on existing programs that challenge reverse logistics systems. Because people are replacing their electronics at accelerating rates there has been a proliferation of electronic waste worldwide. Some companies, such as Nokia, have started reverse logistics programs to recycle cell phones and to reclaim valuable materials hidden in electronic waste.  Over 130 million cell phones are thrown away every year in the United States alone. These phones and other consumer electronic devices daily generate 17,000 tons of electronic waste, most of which is simply tossed. Data from the United Nations Environment Program suggest that the volume of electronic waste is increasing by 40 percent per year worldwide. Besides the environmental implications of this behavior, recovered electronics can yield valuable recyclable materials. One million mobile phones can yield nine kilograms of palladium, 24 kilograms of gold, 250 kilograms of silver, and 9,000 kilograms of copper. Nokia says that up to 80 percent of the content of its cell phones are recyclable.  A Nokia consumer survey showed that less than 10 percent of people recycle their old mobile phones, and that close to 50 percent were unaware that it is possible to recycle them. Two-thirds said they did not know how to recycle an unwanted device and 71 percent were unaware of where to do it.  Electronics recycling can’t piggyback on existing programs: it needs to be collected separately. Different schemes are available: the consumer can take the material to a collection point or collection boxes can be placed more conveniently. But the added convenience to the consumer increases the complexity of the logistics for the collector. Nokia started a recycling program in India in 2008 during which the company placed over 1,400 secure bins at Nokia service enters and retail stores. A reverse logistics system was developed for the collection of the phones from the drop-off points and shipping them to a recycling company. Nokia also fielded a text-message app that helped consumers identify the nearest recycling location. The program was first launched in four cities--Bangalore, New Delhi, Gurgaon, and Ludhiana--for 40 days in 2009 and was later rolled out to an additional 28 cities. Over 50 tons of phones and accessories were collected in India during the first two and half years of the program.  More recently, Nokia ran a small campaign in Kampala, Uganda, which yielded the collection of one-thousand items in two days. The Uganda program encouraged Nokia to introduce new recycling programs in Saudi Arabia, Lebanon, Sri Lanka, Uruguay, Pakistan, Panama, Belarus, Bosnia, Malta and Ukraine.  Nokia’s India program was deemed a success and it highlighted insights on recycling behavior. “An important conclusion is that people will start recycling if they are provided the right information, and it is easy for them to recycle,” said a research report on the subject.  While this information may seem self-evident, companies seeking to emulate Nokia’s programs will have to put a fair amount of thought and resources into their execution. Once implemented, these electronic-recycling programs can yield not only environmental and social benefits, but offer the intangible benefits to the company of positive publicity and goodwill, as well as some cold hard cash.