In particular, there is a large overlap between repairers and refurbishers/second-hand retailers with many businesses crossing the full spectrum of these activities. The focus of the interviews was on what elements of circular economy models the businesses engage in, what the motivation has been, what obstacles they are experiencing and how these can be overcome. It was one of the first smartphones to use a multi-touch interface. Smartphones using Android operating systems (IOS), appeared on the market in February 2010 but have rapidly increased their market share, representing 81% of the global smartphone market in 2015. Apple retains a relatively high penetration on Nordic markets (eMarteter, 2015). Every two out of three mobile phones that were shipped globally in 2014, were smartphones (Forbes, 2014).