DiGi aims for CO2 reductions

DiGi’s latest Corporate Responsibility programme aims to reduce the company’s carbon footprint by close to 50 per cent compared to the company’s 2011 projected baseline of 130,000 tonnes of CO2 within 3-4 years – an aggressive ambition by any standards and by any company in the ICT industry.

Overtaking aviation

Johan Dennelind, DiGi’s Chief Executive Officer pointed out that the ICT industry is set to surpass the aviation industry as a major carbon emitter by 2012, according to the recent Smart2020 study on the environmental impact of the ICT industry. This eye-opening report has contributed to galvanise DiGi’s resolve to take action.

“We’re fully aware that we don’t have all the answers, nor are we experts on climate change, but we do believe we can make a difference within our sphere of influence through the Deep Green programme,” Dennelind argued.

A real difference

“We know we are setting ourselves a great challenge with an ambition of a 50 per cent reduction but we want to make a real difference on this critical issue. It starts with getting our stakeholders across our value chain to gradually change their mindsets about climate change – realising that going ‘green’ can be mutually beneficial for everyone, and not just another business expense,” he added.

Excited Head of Telenor Climate Change Programme

Among the companies in the Telenor Group, DiGi is definitely at the forefront in developing a proactive response on the climate issue. Head of the Telenor Climate Change Programme, Jon Erik Haug, is hugely impressed with how DiGi has enthusiastically embraced green thinking. “The target that has now been set emphasises DiGi’s commitment to make an impact. If you want to be successful in making a real difference, you need to get the support of your own organisation. I think it is amazing to witness how DiGi engages and inspires its own people, and going forward it is going to be exciting to follow the progress of ‘Deep Green’.

 

Small steps

DiGi has started to go ‘Deep Green’ on a gradual basis. It has introduced a carpooling programme for its employees and better energy management of its buildings; provided default e-billing to post-paid customers and online delivery of services via its branded prepaid service, Happy, e.g. online reloads. DiGi is in the process of integrating suppliers into the Deep Green value chain by incorporating specific environmental requirements into procurement policies and procedures. Even the 3G tenders’ assessment was based on environmental factors that optimise energy consumption with minimal ecological impact without affecting network performance.

A positive business case

Based on unaudited internal estimates, most of these ‘green’ factors provide a positive business case as they contribute to better management of operational costs, making mobile communications even more affordable for everyone over time. “Changing mindsets is the biggest hurdle for any initiative to be successful. Getting people to change their lifestyle choices is tough, but not impossible. That’s why DiGi believes in starting from within – with our employees who can help to sustain our Deep Green programme in the long run,” explained Dennelind.

To create higher awareness about DiGi’s plans to go Deep Green and about Climate Change, an internal campaign was launched on 30 June 2008. Themed “Feel the Heat, Time to Change”, the three-week campaign saw an intensive awareness campaign to stress that every individual’s action does count in the global challenge of climate change. Employee engagement will still be continuous to keep them aware and educated about climate change and how their contributions will make a positive difference personally and professionally.

Reaching out to communities

DiGi’s community engagement programme called Deep Green NOW (Nurturing Our World) has a mission to bring awareness and understanding of climate change and local environmental issues to communities across Malaysia. Through a mutual learning process with the local communities and neighbouring schoolchildren, we aim to address the many real risks our environment faces from climate change, and how we can develop innovative solutions and sustainable lifestyle options to minimise our shared climate impact.

Dennelind said, “One of the ways is to take the community programme out to schools and give young Malaysians the opportunity to champion these climate change issues with their peers, families and the communities they live in. Over time, I’m sure that these young and enthusiastic youths will become agents of change for a better tomorrow.” There will be several different projects running at any one time during a 12-month period over two to three years. The first project will be addressing the depleting Mangrove Forests of Kuala Selangor with the help of the Malaysian Nature Society (MNS).

Deep Green

Through a two-pronged approach, DiGi aims to achieve its ambitious goal by:

Addressing its internal CO2 emissions in the areas of:

• Mobile & IT networks

• Building & transport management

• Employees’ mindset

Activating innovative solutions to reduce our shared climate impact with our external stakeholders through:

• Marketing

• Products

• Community programmes

For more information about the Deep Green, please contact:

Lee Lim Bee Yoke, Corporate Communication, Corporate Affairs, Digi
tel: + 6016 328 8826, e-mail: lbylee@digi.com.my
or visit: http://www.digi.com.my/deepgreen

For more information about the Telenor Climate Change Programme , please contact:

Ola Jo Tandre , Acting Vice President, Group CR
tel.: +47 95174579, e-mail: ola-jo.tandre@telenor.com
or visit: http://www.telenor.com/cr/conduct/environment/climate/

The Smart2020 study is published by The Climate Group and the Global e-Sustainability Initiative. For download and more information about the study, please visit: www.smart2020.org

About DiGi

DiGi is Malaysia’s fastest growing mobile operator driving innovation, simplicity and best value through DiGi Prepaid, DiGi Postpaid and DiGi Business.
Telenor holds a 49 per cent ownership interest in DiGi

For more information, please visit: www.digi.com.my/

For more information about Telenor’s mobile operation in Malaysia, please visit: http://www.telenor.com/about/world_wide_op/malaysia/