1. Kundepreferanser innen
smarte løsninger og strøm
Frode Hvattum
Nordic Sustainability Services
Accenture

2. Framtidens byer krever flere og integrerte smarte løsninger
– som skaper verdi for innbyggere, selskaper og byen selv
Kraftselskaper (og andre selskap)
- Hva er teknologiens muligheter og utfordringer
- Hvordan forstå kundene bedre, og satse på riktige
produkter og tjenester, kanaler og kompetanse?
Innbyggere
- Hva finnes av produkter og
tjenester som gjør hverdagen
Smart Electricity Grid enklere og bedre?
Smart Building
Smart Management
Mobility
Smart
Logistics
Smart Water Grid
Myndighetene
Hvordan sørge for
reguleringer og ordninger
som legger til rette for smarte
løsninger?
Copyright © 2012 Accenture All rights reserved. 2

3. Accenture har gjennomført en global undersøkelse for å
forstå energibrukeres preferanser, inkludert Norge
 Mer enn 10 000 sluttbrukere i
19 land
 Utvalgte land representerer en
blanding av regulerte og
deregulerte markeder
 30 minutters online
undersøkelse på lokale språk
 I Norge deltok 500
respondenter på
undersøkelsen
Copyright © 2012 Accenture All rights reserved. 3

4. Hovedbudskap fra Accentures sluttbrukerundersøkelser
1. Forbrukeres preferanser knyttet til strøm og strømselskaper er i
endring, og mange forbrukere ønsker seg produkter og tjenester
utover det som tilbys i dag
2. Norske forbrukere er blant de minst betalingsvillige for ”premium”
strømprodukter
3. Norske kunder har en klar preferanse for web-basert samhandling
med sine strømselskaper
4. Sammenliknet med resten av verden, er nordmenn generelt fornøyd
med sitt strømselskap, og få har planer om å bytte
Copyright © 2012 Accenture All rights reserved. 4

5. Budskap #1
1.
Forbrukeres preferanser knyttet til strøm
og strømselskaper er i endring, og
mange forbrukere ønsker seg produkter
og tjenester utover det som tilbys i dag
Copyright © 2012 Accenture All rights reserved. 5

6. Kundene mottar idag et begrenset antall energi-relaterte
produkter og tjenester fra sine strømleverandører …
Which of the following products and services do you currently receive from your
electricity provider?
Products and services currently received from electricity provider
Natural gas and/or water 7%
Home energy audits/consultations to identify opportunities to save
5%
electricity
Installation and/or maintenance services for home energy devices
(e.g., thermostat, furnace, water heater, air conditioner, major 4%
home appliances, solar panels)
Products and materials to make simple improvements to your home
in order to save electricity 4%
(e.g., weather stripping, compact fluorescent light bulbs)
Devices or services to automate home energy management based
on your preferences (e.g., remotely control and automate lighting, 3%
heat in your home and some home appliances)
Home energy generation products (e.g., solar, geothermal, wind) 3%
Warranty and/or financing plans for home energy devices
(e.g., furnace, water heater, air conditioner, major home 2%
appliances, solar panels)
None of the above 82%
Base: All Norwegian respondents
Copyright © 2012 Accenture All rights reserved. 6

7. …men det er også stor interesse for å bli tilbudt andre typer
tjenester
How interested are you in signing up for the following products and services if they
were offered by your electricity provider?
Interest in products and services provided by
Products and services currently received from electricity provider electricity providers (very/somewhat)
Natural gas and/or water 7% 32%
Home energy audits/consultations to identify opportunities to save
electricity 5% 49%
Installation and/or maintenance services for home energy devices
(e.g., thermostat, furnace, water heater, air conditioner, major 4% 48%
home appliances, solar panels)
Products and materials to make simple improvements to your home
in order to save electricity 4% 58%
(e.g., weather stripping, compact fluorescent light bulbs)
Devices or services to automate home energy management based
on your preferences (e.g., remotely control and automate lighting, 3% 49%
heat in your home and some home appliances)
Home energy generation products (e.g., solar, geothermal, wind) 3% 49%
Warranty and/or financing plans for home energy devices
(e.g., furnace, water heater, air conditioner, major home 2% 41%
appliances, solar panels)
Base: All Norwegian respondents
Base: Consumers who do not currently
receive the product and service from their
Copyright © 2012 Accenture All rights reserved. electricity provider 7

8. Kundene er også interesserte i å bli tilbudt andre (ikke
energirelaterte) tjenester fra sine strømleverandører
In addition to energy-related products and services, how interested would you be in
receiving the following from your electricity provider?
Somewhat interested Very interested
Telecommunications services
(e.g., television, internet, phone, mobile)
27% 18% 45%
Home repair services
(e.g., electrician, plumber)
31% 12% 43%
Insurance services
(e.g., home, auto, life) 23% 8% 31%
Home services
(e.g., home security, video monitoring in your home) 24% 6% 30%
Banking services
(e.g., bank account, credit card, mortgage)
17% 5% 22%
Base: All Norwegian respondents
Copyright © 2012 Accenture All rights reserved. 8

9. For energi-relaterte kjøp er kundenes første innskytelse å
vurdere kraftselskapene …
Considered providers of electricity and related products
When purchasing When purchasing When retrieving
electricity, and choosing energy-efficient information on
pricing program: products: electrical usage:
Utility 73% 54% 67%
Your retailer 25% 50% 26%
Your online site (e.g.,
21% 32% 29%
Amazon, Google)
Your phone or cable 23% 22% 27%
provider
Copyright © 2012 Accenture All rights reserved. Kilde: Global undersøkelse fra 2011 - fokus Norden 9

10. … men kan også tenke seg å vurdere andre typer tilbydere
når de blir gjort oppmerksomme på muligheten
Retailers: 59%
Telecom providers: 49%
Online sites: 45%
Copyright © 2012 Accenture All rights reserved. Kilde: Global undersøkelse fra 2011 - fokus Norden 10

11. Budskap #2
2.
Norske forbrukere er blant de
med minst betalingsvilje for
”premium” strømprodukter
Copyright © 2012 Accenture All rights reserved. 11

12. Kundene forventer at “premium elektrisitetsløsninger” inkluderer
et bredt spenn av produkter og tjenester
Which of the following products/services would you expect a “premium electricity
service” to include?
Mentioned in top three
Personalized energy reports and tools that help me to understand and
manage my electricity usage 55%
(e.g., electricity used per appliance)
Greater mix of renewable energy sources
(e.g., wind, solar, etc.) 50%
Availability of home energy generation products
39%
(e.g., solar, geothermal, wind)
Improved service priority 36%
(e.g., shorter wait times when calling your electricity provider)
Availability of additional programs and technologies
(e.g., home automation service, home energy audit, annual heating/cooling 35%
maintenance plan, etc.)
Access to a personal energy advisor
(e.g., personal advice on decreasing costs, seasonal maintenance reminders, 34%
proactive contact when bill increases)
Multiple billing and payment options
(e.g., choice of billing dates, ability to pay by credit card, etc.) 32%
Base: All Norwegian respondents
Copyright © 2012 Accenture All rights reserved. 12

13. Kundenes villighet til å betale mer for premiumtjenester er
svært lav i Norge sammenlignet med resten av verden
Would you be willing to pay a premium for your electricity in order to receive these
additional products/services?
Yes, certainly
Yes, probably
20%
18% 11%
5%
6%
2% 1%
5%
49% 5%
47% 46% 4%
43% 3% 2% 3% 3%
37% 2% 3% 1% 2% 1% 2%
29% 28%
26%
23% 21% 21% 21% 19% 19% 17% 17%
16% 15% 16% 15%
CN BR ZA KR SG DK AVG IT AU ES CA DE USA JP NO UK FR SE BE NL
Base: All respondents
Copyright © 2012 Accenture All rights reserved. 13

14. Budskap #3
3.
Norske kunder har en klar preferanse
for web-basert samhandling med
sine strømselskaper
Copyright © 2012 Accenture All rights reserved. 14

15. Web-baserte kanaler er foretrukne blant kundene for alle
typer interaksjon med strømtilbyderne
Please select your preferred method of interaction with your electricity provider for
the following events
Receive bill Pay bill Learn about Learn about Get outage Change your Switch to a Sign-up for Resolve
new home new energy information address/move new new issues (e.g.,
energy packages electricity electricity billing issues)
services provider* packages
and services
In person
(e.g., at your home 2% 15% 14% 3% 6% 26% 3%
or in a store)
Over the telephone 6% 8% 10% 19% 11% 17% 10% 42%
Online chat 3% 2% 4% 4% 3% 7%
Web-enabled channels 82% 85% 59% 61% 46% 73% 62% 44% 48%
Sms/text message 2% 35% 1%
Paper mail 16% 7% 15% 13% 9% 11% 16%
*Only in deregulated markets High touch channels
Base: All Norwegian respondents Low touch channels
Copyright © 2012 Accenture All rights reserved. 15

16. Budskap #4
4.
Sammenliknet med resten av verden, er
nordmenn generelt fornøyd med sitt
strømselskap, og få har planer om å bytte
Copyright © 2012 Accenture All rights reserved. 16

17. 2 av 3 kunder i Norge er fornøyd, eller svært fornøyd, med
sin nåværende strømleverandør
What is your level of satisfaction with your current electricity provider?
Very satisfied
Satisfied
21%
29%
23% 22% 22% 21%
24% 20% 15% 12%
23% 18% 10%
24% 21%
9%
8%
7%
61%
6%
44% 46% 47% 46% 6%
43% 43% 41% 43% 43% 42% 41% 41%
39% 37% 38% 39%
32%
23% 21%
NL USA CA NO UK FR DE AU DK SE CN BR BE AVG IT ES SG KR ZA JP
Base: All respondents
Copyright © 2012 Accenture All rights reserved. 17

18. Relativt få av de norske kundene sier de vurderer å skifte
strømleverandør i løpet av det neste året
Are you considering switching to another electricity provider in the next 12 months?
Certainly switch
Probably switch
19%
16% 8%
11% 9%
14% 12% 11% 11%
11%
4%
8% 7%
9%
20%
16% 16% 17%
15% 14% 15%
13% 14% 13%
12% 12% 12% 3%
9%
4%
DE BE IT AU UK ES SE NL AVG DK USA* NO KR CA* FR
*Note: includes only deregulated states and/or provinces
Base: Respondents in deregulated markets only
Copyright © 2012 Accenture All rights reserved. 18

19. Den klart viktigste faktoren for å vurdere nye leverandører er
muligheten for å redusere strømregningen sin
What factors would motivate you to switch to a new electricity provider?
Mentioned in top three
Reduced electricity bill 90%
Rate plans that better suit my needs 59%
(e.g., fixed price, reduced price in evenings, etc.)
Product and service bundles that better suit my needs
33%
(e.g., bundle natural gas, home phone, internet, home energy audit, etc.)
Provides renewable energy options 33%
(e.g., wind, solar, etc.)
Better customer service/support 28%
Better loyalty rewards program 27%
Better payment options 19%
Base: Respondents in deregulated markets only - Norway
Copyright © 2012 Accenture All rights reserved. 19

20. Innsikten fra undersøkelsen kan oppsummeres i fire viktige
implikasjoner for aktørene i kraftmarkedet
1. Informasjon om kundenes 2. Nye produkter og tjenester må
energibruk blir stadig viktigere skreddersys de riktige kundesegmentene
4. Kraftleverandørenes forretnings-
3. “Kunden” blir redefinert
modeller blir utfordret
Copyright © 2012 Accenture All rights reserved. 20

21. Framtidens byer krever flere og integrerte smarte løsninger
– som skaper verdi for innbyggere, selskaper og byen selv
Kraftselskaper (og andre selskap)
- Hva er teknologiens muligheter og utfordringer
- Hvordan forstå kundene bedre, og satse på riktig
produkter og tjenester, kanaler og kompetansen?
Innbyggere
- Hva finnes av produkter og
tjenester som gjør hverdagen
Smart Electricity Grid enklere og bedre?
Smart Building
Smart Management
Mobility
Smart
Logistics
Smart Water Grid
Myndighetene
Hvordan sørge for
reguleringer og ordninger
som legger til rette for smarte
løsninger?
Copyright © 2012 Accenture All rights reserved. 21