Commercial and marketing aspects micro-CHP H E Ensing

Commercial and marketing aspects micro-CHP H. E. Ensing, Paris 30 -5 -2008

Summary • Gas. Terra • The Netherlands • Status CHP • Market demand • Communication • Market introduction • CSFs • Marketing strategy 1

History 2

Gas. Terra The new name as of 01 -09 -2006 3

Gastrader 75 -80 bcm/yr 4

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) 5

Status micro-CHP (HEe condensing boiler) in the Netherlands 2008 – 2010: Learning phase Field trial 10, 000 units by leading Dutch energy companies and Gas. Terra 2009 – 2011: Market introduction HEe-boilers Suppliers: energy distribution companies and installers 6

Creating market demand (1) Message carriers Websites • Smart Power Foundation (Baxi, Bosch, Daalderop, Enatec, Gas. Terra, Microgen, Nefit, Remeha, Vaillant, Whisper. Gen) 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, Gas. Terra) Mission: Promoting the introduction of new energy-saving technologies or gas applications by means of demonstration projects • Micro-CHP portal (Gas. Terra) Aim: Providing information on micro-CHP 7

Creating market demand (2) National micro-CHP day (host: Smart With Gas foundation) • 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 • Gas. Terra AV-presentation • Produced by Smart With Gas foundation 8

9

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 10

Communication aspects • Consistency in information content • Keep messages concerning eventual negative micro-CHP performance in the house 11

Market introduction aspects • Several manufacturers/providers • Different manufacturer time schedules for market introduction • Regulations • Arrangement supplying electricity back to the grid 12

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 13

Critical Success Factors (2) Installing company • Market demand • Availability • Installing aspects: complexity, size, weight 14

The HEe-boiler on the market • The market (and CO 2 -reduction) potential is huge • It’s up to the manufacturer to develop a marketing strategy and/or proposition which is tuned to their technical concept and specific appliance characteristics 15