Electricity and gas markets are experiencing a groundswell of change and disruption. It’s fueling new forms of innovation. It’s giving rise to new routes to consumers. And, it’s enabling new entrants to play in the rapidly expanding energy retail ecosystem. This disruption is shifting many utilities from large, centrally driven supply companies to distributed and diffused bi-directional energy providers. The time of energy as a commodity is over. It is now about knowing and engaging the whole consumer. Consumers expect providers to care about their individual values and needs. The New Energy Consumer research program is designed to help utilities understand emerging consumer needs and preferences, to identify new challenges and opportunities and to bring focus to the critical competencies required to succeed in the evolving energy marketplace.

1. New Energy
Consumer
Thriving in the Energy Ecosystem

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The NEW Energy Ecosystem
What Energy Consumers Want

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Base: All Malaysia respondents, n= 500
Wanted In The Next Five Years
76%65% 74%70%
An electric or
plug-in electric
vehicle that I buy
or lease.
A program to purchase
or lease rooftop solar
panels.
88% wants to sell
excess power.
86% wants batteries to
store electricity
produced.
An application
that enables me
to remotely
monitor and
control elements
of my home.
A program that
credits my bill when
my provider makes
minor adjustments
to my smart
thermostat during
peak usage hours.

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New Ways To Engage in Business

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The Wider Energy Ecosystem
Distributed
Energy
Resources
(DER)
Solar panels
Electric vehicles
Insurance for energy related
products and services
Financing for energy
related products
Ability
to share energy
Maintenance
Charging stations
at home or in public
Base: All Malaysia respondents, n= 500

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Your current
energy
provider
A specialized
provider for this
particular
service
A phone,
cable, or
internet
provider
An electric or plug-in electric vehicle that I buy or lease
A rooftop solar panel that I buy or lease
A program that credits my bill when my provider makes minor
adjustments to my smart thermostat during peak usage hours
An application that enables me to remotely monitor and control elements
of my home
Specialized Providers Best Positioned For
Energy-Related Products And Services
16%
18%
13%
24%
43%
44%
32%
28%
10%
8%
16%
19%
*Base: All Malaysia respondents that plan to sign up for each product/service

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Energy Providers And Distributed Energy
Resources
Base: All respondents
56%
53%
51% 51% 50% 49% 49%
47% 47% 46% 46%
44%
41%
38%
36%
32%
30%
SG NL MY US CN IE PH CA PT FR IT AU UK DE ES BR JP
Average:46%% Trust of utilities/energy providers
- by geography
Consumers trust their current energy provider to inform them about distributed energy
resources products

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75% of consumers expect their energy provider to partner with other companies to offer
distributed energy resource related packages that enable them to generate and store
energy.
75%
Partnering For New Value Propositions
YES
Base: All Malaysia respondents, n= 500

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New Energy Consumers
Needs & Preferences

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(% very important + somewhat important)
the customer experience is the same
whatever channel you use
it is easy to complete transactions
whatever channel you use
it is easy to navigate from one
interaction channel to another
97% 96% 94%
CONSISTENT EFFORTLESS INTUITIVE
Consumers Want Experiences Which
Are…
Base: All Malaysia respondents, n= 500

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88%
89%
of consumers would be
more satisfied if their
energy provider could
personalize their overall
customer experience
of consumers would use
more digital channels if they
were provided with a
personalized experience
across digital channels
A Personal And Digital Experience To
Engage Consumers
73%
69%
69%
66%
A website/app which
“knows” my real-
time energy usage
and automatically signs
me up to the best
available offer from my
provider
A customizable digital
bill where I can select the
usage information to be
displayed, bill layout, and
frequency of the payment
periods
A text message or
email that provides
me regular updates
on my real-time energy
usage and projected end
of month bill
The ability to log into an
energy provider’s portal
via my social media
credentials
66%Ability to receive
individualized advice
and relevant new product
and service offers from
ANY customer service
representative
Base: All Malaysia respondents, n= 500

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More interest in
connected home
service
More likely to
purchase an electric
vehicle in 5 years
More Value From Digitally Engaged
Consumers
91%
82% 74%
55%
More interest in
energy trading
marketplace
More likely to sign
up for solar panels
in 5 years
89% 79%
78%
61%
77% 70%
More likely to sign up for
an application to
remotely monitor and
control home elements
Non-digital users
Digital users (52% of all respondents)
Base: All Malaysia respondents
Base: All Malaysia respondents, n= 500