Lemon Foundation, the leading digital creative and technical production agency (www.lemonfoundation.com), has created a comprehensive online business system for MPX, the mobile phone recycling service for network operators.
The retail system works by scanning the phone’s serial number (IMEI) and quoting an individual price for the trade-in of a customer’s existing handset. The price quoted in real-time is based on the true market value for the handset model as opposed to other schemes which offer a flat rate of £10 regardless of the model of handset. The system checks the handset’s credibility against stolen handset databases and the customer is then paid via a credit to their account. The typical credit back to a customer is approximately £40.
The phones that are traded in go on to be sold in developing countries where there is a huge demand for working handsets.
Lemon Foundation created the web application which is integrated into the in-store retail terminals and offers a seamless experience for the sales staff to offer buy-backs as part of the sales process for Vodafone. The application infrastructure, architected and developed entirely by Lemon Foundation, allows MPX to offer multiple web-based interfaces for consumers, retail operations, call centres and even the logistics team.
Matthew O’Riordan, Managing Director of Lemon Foundation said:
“Whilst everyone is talking about convergence on consumer devices, web technology has allowed us to reach into every customer touch point seamlessly for MPX. Building a website and seeing it help up-sell the Vodafone offering in a real-world retail environment is certainly rewarding for us all. This project has been a great success and a great example illustrating how web technologies are helping reduce the costs of setting up real-world businesses and connect business to business operations quickly.”

Jonathan Price of MPX said:
“This system provides us, Vodafone and the customer with the best possible outcome. Customers benefit from a fairer trade-in system and Vodafone can fulfil its corporate responsibility targets for recycling at the same time. Lemon Foundation has been brilliant in helping us make the right choices about technology, delivery and scale.”
The system is operational across 350 Vodafone retail outlets throughout the UK and has recently been integrated into Phones 4U stores via a web service interface.
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For further information:
Matthew O’Riordan, Lemon Foundation 0845 002 0028, matt@lemonfoundation.com
Steph Smith, PR Consultant 07803 853006, stephsmith00@googlemail.com

Lemon Foundation, www.lemonfoundation.com
Lemon Foundation is a creative and technical production agency providing: website design and build, online advertising and marketing, desktop applications, localisation and digital development services to clients and agencies alike.
Lemon Foundation approaches its clients’ briefs with passion and with vision. Their emphasis is on clear communication and simple processes which help to avoid the usual pitfalls of campaign creation. Lemon’s clients trust them to guide them through every stage from scoping to end production efficiently and effectively.

Editor's note: In 2008, Lemon Foundation rebranded to Lemon Digital allowing the agency to focus entirely on providing digital production services to UK agencies and media owners. Lemon Digital is now UK's leading digital production house. www.lemondigital.com

Published on: 12:00AM on 31st January 2008