Commercial and marketing aspects micro-CHP

H.E. Ensing, Paris 30-5-2008

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Summary

• GasTerra

• The Netherlands

• Status CHP

• Market demand

• Communication

• Market introduction

• CSFs

• Marketing strategy

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History

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GasTerra The new name as of 01-09-2006

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Gastrader

75-80 bcm/yr

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The Dutch situation

• 6 million households

• 50% of the Dutch homes is owned by housing corporations

• Gas connection ratio 98%

• 80% of all houses has a wall-mounted boiler • Market for central heating boilers: approx. 450,000

units/year (98% condensing boilers)

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Status micro-CHP (HEe condensing boiler) in the Netherlands

2008 – 2010: Learning phase

Field trial 10,000 units by leading Dutch energy companies and GasTerra

2009 – 2011: Market introduction HEe-boilers

Suppliers: energy distribution companies and installers

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Creating market demand (1)

Message carriers Websites

• Smart Power Foundation (Baxi, Bosch, Daalderop, Enatec, GasTerra, Microgen, Nefit, Remeha, Vaillant, WhisperGen)Mission: to enlarge market chances for micro-CHP, among others by taking away bottlenecks relating to installation technology, regulations and granting of subsidies

• Smart With Gas foundation (Eneco, Essent, Nuon, GasTerra) Mission: Promoting the introduction of new energy-saving technologies or gas applications by means of demonstration projects

• Micro-CHP portal (GasTerra)Aim: Providing information on micro-CHP

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Creating market demand (2)

National micro-CHP day (host: Smart With Gasfoundation)• Conference for CHP-related target groups,e.g.

installers, housing corp., government, building development managers, energy advisors

Advertisements• presenting concept and benefits

Articles in newspapers and magazines • presenting background information on micro-CHP and

projects

Brochures• Smart Power Foundation• GasTerra

AV-presentation• Produced by Smart With Gas foundation

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Programma

09.30 -10.00 Ontvangst

10.00 -10.10 Welkomstwoord

Dick Tommel, voorzitter stichting Slim met Gas

10.10 -10.30 ´Een hoger rendement´

Filmpresentatie over de HRe-ketel

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Communication aspects

• Consistency in information content

• Keep messages concerning eventual negative micro-CHP performance in the house

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Market introduction aspects

• Several manufacturers/providers

• Different manufacturer time schedules for market introduction

• Regulations

• Arrangement supplying electricity back to the grid

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Critical Success Factors (1)

Consumer

• Pricing (pay-back time, government financial support)

• Efficiency• Performance (e.g. maintenance, noise, life cycle)• Size• Availability• Alternative simple technology

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Critical Success Factors (2)

Installing company

• Market demand

• Availability

• Installing aspects: complexity, size, weight

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The HEe-boiler on the market

• The market (and CO2-reduction) potential is huge

• It’s up to the manufacturer to develop a marketingstrategy and/or proposition which is tuned to theirtechnical concept and specific appliance characteristics