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专栏 - 从华尔街到硅谷

美公司推出可自助收购旧手机的终端设备

Dan Primack 2012年05月03日

Dan Primack专注于报道交易和交易撮合者,从美国金融业到风险投资业均有涉及。此前,Dan是汤森路透(Thomson Reuters)的自由编辑,推出了peHUB.com和peHUB Wire邮件服务。作为一名新闻工作者,Dan还曾在美国马萨诸塞州罗克斯伯里经营一份社区报纸。目前他居住在波士顿附近。
位于圣地亚哥的初创企业EcoATM最近开发了一种可以让大众自助操作回收旧手机的设备。

    或许你的书桌抽屉里藏着一部旧的iPhone 2,或许你的《吉他英雄》游戏手柄旁放着一款旧的黑莓(BlackBerry)手机。你知道吗,EcoATM公司愿意出钱买它们买下来。

    EcoATM是一家位于圣地亚哥的公司,通过他们经营的终端ATM机,用户可以用旧的移动设备来换取现金、商店信用卡或礼品卡(取决于终端机的具体类型)。然后,这些移动设备要么被转卖到翻新市场,要么以环保的方式被回收。

    具体过程是这样的:用户走到一台终端机前,将自己的移动设备放入终端机。终端机拍一张该移动设备的照片,并使用人工智能软件,确定移动设备的构造、型号和基本状况。然后,它向用户给出一个可能的价格区间。如果用户接受该价格区间,他们就将该设备取出,将其接上终端机的一根电缆,该电缆能确定充电能力和液晶显示屏活性等内部状况。这时软件便能确定移动设备的市场价值,并向用户给出最终价格。

    如果用户选择接受,那么将获得回报——通常是商店信用卡或是现金。EcoATM公司随后从这些终端中将手机回收并进行处理。四分之三的手机将继续其手机使命,而其它手机则将被送入回收站。

    当被问及用户需要多长时间才能完成手机回收时,EcoATM首席执行官汤姆•图利表示,“我只需要大约90秒。不过这是因为我清楚屏幕上每一步都会问我哪些问题。如果是新手,可能需要几分钟吧。”

    换句话说,EcoATM就是手机界的硬币之星(Coinstar,美国许多超市里都有这种外形类似ATM机的设备,能让顾客自助把硬币换成现金或礼品卡——编者注)。事实上,硬币之星公司正是EcoATM的投资者之一。

    EcoATM在去年初进行了总数为1440万美元的A轮融资,不久前,它又成功进行了总数为1700万美元的B轮融资,具体消息已在5月1日上午公布。硬币之星公司参与了这两轮融资。

    在B轮融资中新加入的投资者包括PI Holdings、Moore Venture Partners、AKS Capital和新加坡亿万富翁徐文晖。除了硬币之星外,Claremont Creek Ventures和TAO Ventures两家风投也是EcoATM的回报支持者。本轮募集的资金将被用于制造和分发更多的终端机,特别是在商场地带;以及建设EcoATM的基础设施(及维护工作等)。

    图利拒绝对公司估值进行置评。

    迄今为止,EcoATM已经处理了25万到30万部手机。其中最多的是苹果公司(Apple)的产品,其回收价值最高。其次是RIM公司的手机,再次是Android设备。

    图利表示:“我认为人们对于苹果的产品有一种倾向性,即希望更快升级到下一款产品,不过Android现在来势汹汹。”

    译者:项航

    You know that old iPhone 2 that's sitting in your desk drawer, or maybe an old Blackberry (gasp!) that got stored alongside your Guitar Hero peripherals? Well, EcoATM wants them, and is willing to pay.

    The San Diego-based company operates a network of kiosks that allow users to trade in old mobile devices for cash, in-store credit or gift cards (depending on the specific kiosk). The devices then are either resold to the refurbishing market, or recycled in an environmentally-responsible manner.

    Here's how it works: A user walks up to one of the kiosks, and places their device inside. The kiosk then takes a photo of the device, and uses artificial intelligence software to identify the make, model and basic physical condition. It then gives the user a possible price range. If the user accepts, they then get their device back and plug it into a kiosk cable that determines internal conditions like charging ability and LCD activity. At that point, the software ascertains market value and presents the user with a final price.

    If the user accepts, they receive compensation -- usually in-store credit, or cash in mall locations -- and EcoATM comes by the kiosk to pick up the device and send it on its way. Seventy-five percent of the devices continue life as a phone, while the remainder are sent to recycling facilities.

    "I can do it in around 90 seconds," says EcoATM CEO Tom Tullie, when asked how long the user experience takes. "But that's because I know what each screen is going to ask me. It probably takes a new user a few minutes."

    In other words, it's Coinstar for cell phones. And, not surprisingly, Coinstar Inc. (CSTR) is an investor.

    The company participated in EcoATM's $14.4 million Series A round early last year, and also in a new $17 million Series B round being announced this morning.

    New investors on the round include PI Holdings, Moore Venture Partners, AKS Capital and Singapore billionaire Koh Boon Hwee. In addition to Coinstar, return backers include Claremont Creek Ventures and TAO Ventures. Proceeds will be used to build and distribute more kiosks, particularly in mall settings, and also to build out the company's infrastructure (maintenance, etc.).

    Tullie declined to discuss valuation.

    To date, EcoATM has processed between 250,000 and 300,000 devices. The most popular have been Apple (AAPL) products, which command the highest recycling value. RIM (RIMM) devices come next, followed by Androids.

    "I think people have a bit more propensity with Apple products to want the next greatest thing a little faster, but Android is beginning to come on strong," Tullie says.

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