How to Capture the Energy Efficient Market
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CEMS Block Seminar with ABB. Using Strategic Marketing Frameworks and tools we explain how ABB can better capture the energy efficient market.
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How to Capture the Energy Efficient Market
- 1. BLOCK SEMINAR Stochkolm, Date.. Environmental drivers for business: How to capture the energy efficiency opportunity? Carlota, Marieke, Vanessa, Dantek, Tomek, Silwerek
- 5. The Stakeholder Map ABB Regulation SI EPC EndCustomer: Utilities & Industries END CUSTOMER Politics END CUSTOMER EndConsumer: Commercial & Residential
- 8. EU Regulatory Trends in the Energy Market Action Plan for Energy Efficiency (2007-12) 20% reduction in energy consumption by 2020 & Target of a 20% share of renewable energies Swedish national target is set at 50% renewable energy Under revision
- 9. Europe’s Energy Regulations Most Important Regulators Most important guidelines Council of European Energy Regulators (CEER) European Regulators Group for Electricity and Gas (ERGEG)
- 10. PESTEL Analysis
- 11. Porter’s 5 Forces 5 Forces: A framework that determines the competitive intensity and therefore attractiveness of a market; attractiveness refers to the overall industry profitability potential
- 12. 5 Forces
- 13. ABB SWOT
- 14. ABB reduceslosses on the entireenergychain Solutions for every business actor on the energymarket Real potential for premium products ABB E.E Innovations ReducesLossesatEvery Stage of the Energy Chain
- 17. Cross divisional
- 18. Client Education
- 21. Risk Reduction
- 22. Barrier Removal
- 23. Core Competency
- 24. Security Concern
- 25. Privacy Concern
- 28. $160 bl/y “untapped efficiency markets” in US (McKinsey & Co)
- 29. Recommendation 2: Strategic Partnerships with Investors
- 30. Recommendation 3: Strategic Partnership with ICT
- 32. Build bridges between E.E stakeholders
Hinweis der Redaktion
- Client Perspective: Fortum,GoranHult, Director working Nulciear and Heating
- Generation from renewable = opportunity, more complex, and intelligent energy products & networks
- Recommendations:Proactive E.E Solution Selling: Taking a broader and more proactive approach to clients E.E projects, cutting across traditional boundaries separating generation, distribution, and transmission. This will bring a new method of decision making by utilities; the money that a utility spends on its distribution network will be analyzed in terms of its benefits on generation. The holistic solutions selling approach will also require ABB to bring its E.E BU under one umbrella. At the moment ABB over-values and over-estimates the features and functions of the E.E products, particularly in distribution, without communicating to their clients the real long term value of the products – i.e “how will the client make money on it”. The efficiency guarantee is not properly communicated as is the major reason clients then only focus on costs as they are too risk averse to make the investment. Apply to : All Client Types2.Parnetship with Investors: The need for aggregation to unlock the potential of E.E: financial aggregation of projects to improve investor returns“A qualified ESCO can help you put the pieces together: Identify and evaluate energy-saving opportunities; Develop engineering designs andspecifications; Manage the project from design to installation to monitoring; Arrange for financing; Train your staff and provide ongoing maintenance services; and Guarantee that savings will cover all project costs.Consulting:Partnership with Consultancy companies specialized on issues related to energy, the environment and sustainable development Main advantage that ABB can get with a partnership is to benefit from the broad experience that these companies have with public administration and municipalities. Example: KanEnergi (Norway and Sweden)Apply to: small energy companies (renewables) and industrial clients 3. Strategic partnerships with ICT: With the growing implementation of smart metering and other demand-response and home automation solutions, utility companies are increasingly concerned with how to maintain network security and reliability. There is also an issue of who owns the customer data that will comes from the demand-side energy management. Too many communication protocols (+360) and regulators are not catching up fast enough with ITC tech. IT is a weakness for ABB and not a core compatency, and a major issue of utility clients. Thus there is an opportunity to strengthen in this area. Partnering with an established ICT company that gives ABB products greater credibility and value and helps normalize the regulatory and protocols used throughout the whole industry. ABBIdeas FOR FUTURE:- ABB helping to bring DER projects forward: In this sense distributed generation (DG), distributed energy storages (DS) and demand response (DR) can be seen as an integrated distributed energy resource (DER). Combining the different characteristics of these resources is essential in increasing the value of DG in the energy market. ABB acting as catalyst for bringing renewable energy producers into the project planning and implementation of larger utility companies. For financing aggregations and economies of scale. the need for aggregation to unlock the potential of EE: financial aggregation of projects to improve investor returns; technological aggregation to address multiple retrofit opportunities at once; and geographic aggregation to access the broadest possible range of buildings, engage local support to drive retrofits aggressively, and develop the workforce to make retrofits possible at the scale contemplated here. Recommended solutions to advance aggregation and achieve maximum energy savings in retrofit markets include new financial products, new business models, and supporting public policy efforts. Partnerships with IT companies, see Microsoft, Google and Cisco (“intel inside”)Security concerns regarding transmission and distribution systemsUtilities also want security certification program Decision maker analysis – involving “other” decision makers as DG and renewable power generation will involved new decision making methods by utilitiesSolutions selling: Taking a holistic approach to solutions, cutting across traditional boundaries separating generation, distribution, and transmission - showing ROI or benefits in other Utility’s business areas when they spend in another business area (spending with ABB for distribution products results in benefits in power generation)Helping with efficiency to bring down cost of renewable energy and to help utilities with the intermittency problems that will occur from integrating renewables. Solutions include demand –response systems and utility scale storage.Market Education end-end consumers on the benefits on energy efficiency initiatives by their utility companiesHelping Utilities communicate and see the potential for greater customer loyalty and relationship building when it comes to E.E initiatives and innovations. “Distributed generation is usually operated at the owner’s discretion, not the utility’s will; energy efficiency is often initiated by the end user, not only the utility’s programs and encouragement; customers’ demand response decisions are affected by a variety of motivations beyond what the grid operator wants and needs; and as customers decide to install more distributed renewable generation, it changes the topology of the distribution grid as well as the load patterns perceived on the utility side of the meter.” What does it mean for a Utility to be Infrastructure-centric VS customer centric (retail side)?Aggregations of technology, geo and financial projects to drive business opportunities and help bring down cost, and bring in better ROI for investorsUtility companies look for Energy Trading opportunity as source of new revenueintegrating variable generation and distributed energy resources into the electricity network and into the energy market