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

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Presentation transcript:

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

dia 1 Summary GasTerra The Netherlands Status CHP Market demand Communication Market introduction CSFs Marketing strategy

dia 2 History

dia 3 GasTerra The new name as of

dia 4 Gastrader bcm/yr

dia 5 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)

dia 6 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

dia 7 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

dia 8 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 GasTerra AV-presentation Produced by Smart With Gas foundation

dia 9

dia 10 Programma Ontvangst Welkomstwoord Dick Tommel, voorzitter stichting Slim met Gas ´Een hoger rendement´ Filmpresentatie over de HRe-ketel

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

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

dia 13 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

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

dia 15 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