From: Cooalworld Limited
Published: Mon Feb 08 2010

Nationwide trials for Coolafone LIVE, an instant mobile phone recycling service at major shopping centres in London, Leeds, Birmingham and Reading have generated more than £100K in new revenue for retailers in just a few months. And according to the man behind the trials, the environmentally friendly service can put £10million GBP per year into shoppers’ pockets by 2012.

Coolafone LIVE works by giving visitors to shopping centres instant money on a prepaid gift card for their unwanted mobile phones. The service is being developed in association with leading retail property owners and operators, who immediately recognized the benefits of a service giving people money to spend in their centres.

"Coolafone brings a number of exciting benefits to our shopping centres and raises awareness for our environmental activities." Said Jo Morris, Head of Retail Commercialisation, Land Securities PLC.

Companies such as Land Securities PLC and Hammerson PLC, who each serve millions of customers in shopping centres such as Brent Cross, London and the White Rose, Leeds, played host to the Coolafone LIVE trials and have seen gift card sales increase as a result.

"Coolafone has made a significant contribution to gift card sales at Brent Cross in 2009 and is a great way of rewarding our customers for recycling their old phones." Said Teresa Walden, Business Development Manager at Brent Cross Shopping Centre.

Richard Kilgarriff, the man behind Coolafone LIVE is confident that he has something unique to offer mobile phone users, "Many companies on the Internet will buy your old mobile phone if you post it to them, but we are the only service that can do it for you online and on the spot while you shop." He said.

The service is simple to set up and is fully compliant with the latest European WEEE directives and ISO certification regarding the collection and disposal of electrical waste. Each handset is checked on site and sent for sorting in the UK, where it is tested, wiped of all personal data, sold for reuse abroad or recycled for plastics and precious metals, so nothing is wasted.


Coolafone LIVE is the "on-the-spot" retail version of the online mobile phone recycling service and is backed by television presenter and adventurer Ben Fogle. The concept was created by Coolaworld Ltd, the digital company set up by eco-entrepreneur Richard Kilgarriff in 2006 to investigate new forms of socially responsible media and marketing. Richard was previously General Manager of Turner Broadcasting and was responsible for its portfolio of children’s’ TV channels including Cartoon Network and Boomerang.

The Coolafone LIVE concept was created to make mobile phone recycling easy for the thirty million people who regularly visit UK shopping centres every year, all of whom will replace or upgrade their mobile phone on average every 18 months.

For more information regarding Coolafone LIVE, please contact or visit
Company: Cooalworld Limited
Contact Name: coolafone
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Contact Phone: 07960 442743

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