DNA Strengthens Its Position in the Preowned Device Market – Vaihtokapula Merges with DNA

DNA launched the Vaihtokapula marketplace, focusing on buying, selling, and extending the lifecycles of preowned phones in January 2023. At that time, the preowned phone market largely revolved around more expensive Apple devices. The business idea of Vaihtokapula was to accelerate the market by making affordable Android phones available to customers. In three years, Vaihtokapula has grown into a popular and well-known marketplace. Now, Vaihtokapula's expertise, processes, partners, and supply chain will be integrated into DNA's mobile business.

"By integrating Vaihtokapula into our core business, we ensure a smoother customer experience for our clients. Furthermore, we can respond more precisely to our customers' needs and offer a wider range of devices at various price points from practically all brands. In general, it is always worthwhile to recycle old phones, as everyone wins in that scenario. It is also an ecological choice," says Jesse Kieksi, Head of Devices at DNA.

Going forward, preowned phones purchased by DNA will be wiped, refurbished, sold, and recycled in Finland with the help of DNA's domestic partners and circular economy processes. The sold devices will be processed according to the strict requirements of the National Cyber Security Center in Finland, and those designated for recycling and material reuse will comply with high-level data security standards based on ISO 27001.

When selling a preowned phone to DNA, customers can choose whether they want compensation in cash or as a discount on a new device.

"The new device compensation shortens the circular economy cycle of phones and keeps the process domestic. When a customer sells their phone to DNA, it is securely processed for reuse in Finland. The customer can decide whether to take the compensation as a discount on a new device or as cash. Phones suitable for reuse will be listed for sale in DNA's online store, making it easy for them to return to active use by our other customers. This makes buying and selling preowned devices simple, reliable, and secure," Kieksi states.

In the preowned phone market, trust between unknown buyers and sellers is often incomplete. Concerns about a phone’s condition, value and data security slow down or even prevent transactions.

"DNA brings trust to the trading of preowned phones. Trust, in turn, further accelerates the market, allowing the environmental burden of phones to be distributed among more users as preowned devices are quickly returned to use. A customer selling their device to DNA can be sure of receiving the correct market price for their phone, and the condition assessments are carried out professionally and securely. Also, a customer buying a preowned phone can be confident they are getting value for their money," says Kieksi.

All preowned phones sold by DNA undergo a rigorous inspection process. In addition to a three‑tier external condition grading, every device is fully data‑wiped, memories overwritten with certified software, and the phone is checked for hidden faults before sale. The inspection includes, for instance, microphones, sensors, connections, antennas, and pixel‑level screen checks.

"DNA has made buying and selling preowned phones incredibly easy and straightforward. Customers receive a good price for their devices and can be assured that the device will be handled properly. Meanwhile, the buyer of a preowned device knows they are getting a functioning and secure device that comes with a 12-month warranty," says Stella Forsskåhl, Head of Mobile Recommerce at DNA.

Media inquiries:

Jesse Kieksi, Head of Devices, DNA, +358 44 044 9484, jesse.kieksi@dna.fi
DNA Communications, +358 44 044 8000, viestinta@dna.fi