1. Presentation ALPS Team B Team B: Jorge Nikaidoh Kyoko Watanabe Motoshi Kanke Abdelhamid Addi Yosuke Shinoda Challenge : Prevent Power Outage by Mobile Technology and Social Media

2. Contents Proposal Basic questions --- Who? What? Households to be focused Scenario Graph CVCA WCA Interview Next step 2Keio SDM ALPS 2011 Team B June 25, 2011

3. Proposal By: Elephant Design and Isana.com Challenge : Prevent Power Outage by Mobile Technology and Social Media Offload 3% of the Power consumption at homes during the Peak time 3Keio SDM ALPS 2011 Team B June 25, 2011

4. Target? Peak Hour? Challenge : Prevent Power Outage by Mobile Technology and Social Media Offload 3% of the Power consumption at homes during the Peak time 4Keio SDM ALPS 2011 Team B June 25, 2011

5. Our Focus : Households Households Small businesses Industries 5Keio SDM ALPS 2011 Team B June 25, 2011

6. Scenario Graph Who TEPCO Elephant Design Isana.net Population in those areas house wife kids elder people neat student husband worker living alone LOHAS What Saving energy using application changing behavior Where Tokyo Osaka Nagoya (where there is a possibility of power outage) TEPCO area JAPAN Hiyoshi Hutako Shibuya house(home) (university) When Peak time(10~20) other time summer time winter am/pm after working weekend rainy hot/cold day(35 ℃ ↑) Main function Making people save energy (3%) Why To avoid outage to save charges environment protection to save consumption How By making people think about their use of energy By offering incentives to people to cooperate and commit By charging statements of contract w/ energy supplier By changing life style 6Keio SDM ALPS 2011 Team B June 25, 2011

7. Saving energy using application changing behavior Scenario graph Making people save energy (3%) WHERE WHAT WHO WHEN Tokyo Osaka Nagoya TEPCO area JAPAN Hiyoshi Hutako Shibuya house(home) TEPCO Elephant Design Isana.net Population in those areas house wife kids elder people neat student husband worker living alone LOHAS Peak time(10~20)other time summer time winter am/pm after workingweekend rainy hot/cold day(35 ℃ ↑) 7Keio SDM ALPS 2011 Team B June 25, 2011

8. Key Scenario Who: people staying home during daytime What: saving energy / changing behavior Where: house / home When: peak time(10a.m~20p.m) 〈 Key scenario 〉 〈 scenario1 〉 Who: house wife What :saving energy / changing behavior Where: house / home When: peak time 〈 scenario2 〉 Who: semi LOHAS What: save the earth Where: everywhere When: always 〈 scenario3 〉 Who: elder people What: saving energy / changing behavior Where: house / home When: peak time 8Keio SDM ALPS 2011 Team B June 25, 2011

9. CVCA 9Keio SDM ALPS 2011 Team B June 25, 2011 Housewives / Elder people/ LOHAS (different segments) Companies in charge of incentives (events, coupons, etc.) Elephant Design Isana.net Japanese Government TEPCO Sponsor (TEPCO and Japanese government might be one of the sponsors People in areas suffering from big damages ＄ ＄ ＄ ＄ ！ ！ Ⓢ＄ ！ ！ ！ ！ ！ Ⓢ Ⓢ Ⓢ Ⓢ Ⓢ Ⓢ Ⓢ Ⓢ Ⓢ : service ＄ : cost(money) ！ : information

10. WCA Housewives / Elder people/ LOHAS (different segments) Companies in charge of incentives (events, coupons, etc.) Elephant Design Isana.net Japanese Government TEPCO Sponsor (TEPCO and Japanese government might be one of the sponsors People in areas suffering from big damages Advertisement Companies (Dentsu, Hakuhodo) Need energy Want money (taxes) Want support and infrastructure Want service ¥ ¥ Products Support people in need Need products Application Cooperation Informat ion Collaboration and Information Find safe sources of energy Cooperate Good service Avoid outage Advertisement space Advertisement ¥ 10Keio SDM ALPS 2011 Team B June 25, 2011

11. Observe and interview(Housewife) Question Housewife ① Housewife ② Housewife ③ How do you consume energy during Peak hours everyday? ・ Watching TV(2h) ・ Washing machine ・ Vacuum Cleaner ・ Microwave ・ Vacuum cleaner ・ Watching TV(1h) ・ Washing machine ・ Watching TV(1h) What do you do to avoid outage? Turn off TV,air-conditioner,rice cooker Turn off air- conditioner, TV Turn off TV (Does’t use air- conditioner) Do you have experience of scheduled blackout? NoYes ・ None. Stayed home ・ Cold at night ・ Can not cook ・ Hard to take a bath No 11Keio SDM ALPS 2011 Team B June 25, 2011

12. Observe and interview (Elder) Elder ① Elder ② Elder ③ How do you consume energy during Peak hours everyday? ・ Watching TV ・ Reading magazine ・ Rarely go out ・ Often going out (ex. hospital) ・ Watching TV ・ Use air-conditioner ・ Watching TV ・ Hanging out with her friends ・ Use air- conditioner For 8 hours everyday What do you do to avoid outage? ・ Turn off everything ・ Reading magazine ・ Don’t save energy ・ Don’t turn off TV, air-conditioner ・ Chatting with her husband ・ Turn on air- conditioner Only when she sleeps Do you have experience of scheduled blackout? No Yes ・ Initially,she thought she had no way but being patient ・ Just chatted with her husband ⇒ felt unfair 12Keio SDM ALPS 2011 Team B June 25, 2011

13. Observe and interview ～ Insights ～ Housewives rarely stay home (Even elder people also…) People who experienced blackout felt inconvenience and unfair During scheduled blackout in this March, they stayed home (it might be because of coldness) ⇒ What about this summer? (too hot) ・ Without energy, no place to go out ? ・ They might not do anything (but, just sleeping)? 13Keio SDM ALPS 2011 Team B June 25, 2011

14. Goal of this project Original proposal from Elephant Design & Isana.com “To prevent Power Outage by using Mobile Technology and Social Media” Goal of this project “ To encourage people to save energy voluntarily by this system “ Keio SDM ALPS 2011 Team B June 25, 201114 Original purpose, but situation already changed From interview with proposer, We don’t have to use them We have to design from now on Goal of this project Mobile technology and social media? Educational system? NPO/NGO? Mobile technology and social media? Educational system? NPO/NGO?

15. Energy Saving System Application Action Items Turn off TV Invite a friend Today You saved ○○Wh \○○○ ○○Wh \○○○ Facebook Mixi Twitter Consumption last year ○○Wh \○○○ Power Comsumption Twitter TL This Month You saved Turn off Air Conditio ner Go out of home 96 %

16. Further prototyping plans based on feedback System Education System Application NPO NGO To encourage people to save energy voluntarily by 3% purpose future World exportability Our hypothesis @Japan

17. Our target S:strong C:weak S:strong C:strong S:weak C:weak S:weak C:Strong Sensitivity to power outage (S) Caring about Environment (C) Our 1 st target: Willingly to save energy Our 3 rd target: Less likely to save energy Our 2 nd target: Are likely to save energy Our 4 th target: Don’t save energy

18. Next Steps Define Scope Target Area Incentives Alternatives System with / without Mobile Technology and Social Media 18Keio SDM ALPS 2011 Team B June 25, 2011

19. Thank you for your listening. Keio SDM ALPS 2011 Team B June 25, 201119