Marketing Opportunities in Smart Home Energy Management

Introduction

Since initial reports were published on the development of the smart grid, it has become increasingly clear that conventional wisdom is being challenged by new entrants. At first sight, this appeared to be alternative suppliers providing the same services as major suppliers. However, it is argued here, evidence is growing that suppliers are actually promoting a wholly alternative business model.

Features and benefits

·         Overview of the “standard narrative” in respect of home energy management systems.

·         Review of HEMS developments on a region-by-region basis and comparison of regional strategy.

·         Factors impeding development of the vision.

·         Disruptive factors – specifically, the development of cloud services in this area.

·         Alternative frameworks for the development of home energy management systems; likely providers.

Highlights

The development of home energy management systems is highly variable by region, in large part due to the different start points of various economies. Further development will continue to reflect this, with economies such as China focused on infrastructure development and the US and OECD more concerned with the dissemination of smart appliances.

Different countries are also promoting a range of different political strategies in an effort to help their industries to strategic dominance in this area: Japan is one of the most interventionist nations in this respect.

Development of smart grid in general and HEMS in particular is creating a need for a range of new niche service providers (data management, security, control, and networking systems), and these are frequently being provided by new and smaller entrants to the marketplace.

Your key questions answered

·         What is the current vision for HEMS development globally?

·         How is this playing out on a region-by-region basis, and how are individual nations adapting their political strategies to create business advantage?

·         What are the main obstacles to business development in this area?

·         Which are the key “interlopers” and disruptive influences (e.g. cloud services)?

·         What are the key concerns of consumers?

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Report Details:

No. of Pages: 71

Published: June 2012

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Table of Contents

About the authors
Professor Merlin Stone
Jane Fae Ozimek
Disclaimer

EXECUTIVE SUMMARY
Report outline
Defining the opportunity: smart 1.0
Sizing the opportunity
National perspectives
The smart 1.1 ecosystem: new suppliers
Business issues
The consumer perspective
Alternative models

Report outline
Caveats in respect of the optimistic scenario

Defining the opportunity: smart 1.0
Traditional value chain
Alternative value chains
Benefit case
The home energy management system, by function
Smart 1.0 delivery: key roles

Sizing the opportunity
Overall size of market(s)

National perspectives
Europe
Support
Progress
Detail
Context and insight
US
Context and insight
China
Context and insight 
Japan
Context and insight
India/Brazil

The smart 1.1 ecosystem: new suppliers
Areas for growth: new support services
Data analysis
CRM enablement/enhancement
Connectivity and integration
Alliances
New solutions
Mature vs developing technologies: obsolescence

Business issues
First to blink: which technology?
Lock out?
Issues of speed, complexity, and systems
Security
The role of standards
Market limits: critical path issues
Misinterpretation: “hype”
Squaring the utility circle
Focus on limited achievable objectives

The consumer perspective
Perceived needs
The need for a step change
More information: more savings
Actionable information leads to action
Consumers pay for utility benefit
Consumers opt for 80/20 benefits

Alternative models
smart 2.0: the smart home, bottom-up
Alternative models

Appendix
Glossary/abbreviations
Bibliography/references

List Of Tables

Table: Future investors in the smart grid (rank order by country), 2010
Table: Western European smart home systems and services market forecast ($bn), 2011–17
Table: Forecast highlights for smart grid-related future in the US
Table: SGCC Strengthened Smart Grid Plan, 2009–20
Table: Japan smart grid market value forecasts, by technology ($m), 2011–16
Table: Conflicting assessment of the benefits of smart home energy management: consumers vs energy providers
Table: Four models of HEMS development

List Of Figures

Figure: Traditional versus smart grid structure, 2011
Figure: New vs old value chains, 2009
Figure: Home energy management box in the home, 2012
Figure: Western European smart home systems and services market forecast ($bn), 2011–17
Figure: SGCC Strengthened Smart Grid Plan spend, by phase ($bn), 2009–20
Figure: Japan smart grid market value forecasts, by technology ($m), 2011–16
Figure: Schematic for a wireless (ZigBee) HAN served by both a broadband Internet gateway and an AMI network

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