A San Diego-based start-up company called ecoATM has rolled out a self-service kiosk that enables shoppers to recycle unwanted electronic gear safely, offering cash rewards and coupons to people willing to part with unwanted cell phones and other electronic devices. The kiosks work like an ATM in reverse. The machine scans and IDs the phones after they have been placed in a tray, looking for broken keys and cracked faces. After calculating the value of the phone, it makes the consumer an offer on the spot.