1. The ENDORSE services: any potential for market exploitation?
Authors: Elena Gaboardi, Raffaella Moreschi, Mariano Peluso - iCons srl
The ENDORSE services: any potential for market exploitation?
Feb. 2013

2. The ENDORSE project and WP8
ENDORSE has developed 10 services in renewable energies
exploiting GMES Core Services together with
Earth Observation data and modeling.
WP8 of ENDORSE is about
analyzing the sustainability
and potential for market
exploitation of these
services. 2

3. The ENDORSE services in a nutshell (1)
Domain
Service code and
short title
Service Title
Solar Energy
S1: “Local Atlas
Generation”
Generation of local atlases for decision-support in solar
Energy Policy planning and private investment.
S2: “Design CSPS”
Design and performance analysis of concentrating solar power systems.
S3: “Irradiance
forecasts”
Irradiance forecasts for electricity production
S4: “TMY”
Generation of highly spatially-resolved typical meteorological year (TMY) data sets for the design and the performance assessment of complex solar energy based systems for
electricity production.
S5: “CSP-GIS”
CSP-GIS. A Web-based GIS for concentrating solar systems.
Wind Energy
W1: “Wind AEO
Generation of annual energy output (AEO) for decision-support in on-shore wind energy policy planning and
private investment.
More details available on the ENDORSE website

4. The ENDORSE services in a nutshell (2)
Domain
Service code and
short title
Service Title
Electricity
management
E1 : “Load Balancing”
Load balancing within electricity distribution grids enabling high penetration of photovoltaic power systems.
Biomass for Energy
B1 “Mapping biomass potential”
Mapping biomass potential for forested areas.
B2 “Certification of sustainable bioenergy use”
Definition and development of a service for certifying the sustainable production of bioenergy products.
Day lighting in buildings
D1 “Lighting energy savings”
Computation of the annual lighting energy savings resulting from the control of blinds and artificial lights by daylight, for building design and retrofit, energy regulation policy planning, and private investments.
More details available on the ENDORSE website

5. What will be the outcome of WP8?
The WP8 outcome will be collected in the
“Towards the Market” report which
will contain:
for each of the ENDORSE services, a market scenario defining the framework conditions for operating and delivering the service.
Guidelines on how to further implement and (where possible) launch the newly developed service.
Lessons learned to be shared with the Commission services.

6. Improvements recommended Framework conditions to market the service
Definition of our approach
Our approach has been developed starting from requirements and feedback provided by prime users.
They have been articulated according to the following areas:
Benefits
Improvements recommended
Areas of use
Framework conditions to market the service
Benefits/added value brought in by the new service
Their relevance to potential users as drivers of adoption
Presence of competitor services already providing in the same benefit
Technical improvements recommended
Their relevance as barrier to adoption if not addressed
Presence of competitor services better addressing the same issue
Legal issues
Technical issues
Envisaged use
Its relevance to potential users
User’s likelihood to purchase/use the new service
Competitor products currently used
Category of use envisaged
Geographic scope envisaged
Distribution platform
Implementation timings
Indications on possible pricing schemes
User’s training required
Dissemination, ads and comms initiatives 6

7. Validation of the framework and identification of potential users
To make sure it includes all the significant
topics relating to a service, our analysis
framework will be discussed and validated
by the partners in charge of developing the
ENDORSE products
In parallel with the exercise of validation, the
ENDORSE partners are also contributing to
identifying the potential users to be contacted
and interviewed for the “Towards the market”
report. 7

8. Qualitative fieldwork
An overview of the market scenario and clear
indications on the marketability of the
ENDORSE services can be achieved only by
talking directly to potential users and
stakeholders operating in the relevant sectors.
For each new service, we are planning to
conduct a small qualitative fieldwork.
This approach is expected to provide an
insightful view of our services and provide
actionable feedback with a view to a potential launch of the ENDORSE services on the market. 8

9. WP8 time schedule
Activity
Timing
Definition of the analysis framework
December 2012
Validation and fine tuning with the project partners developing the ENDORSE services
January –
February 2013
Identification with project partners and prime
users the services’ potential target and
stakeholders
Qualitative Fieldwork
March-May 2013
Analysis and draft of the “Towards the Market” report
July – October 2013
Presentation of the “Towards the Market”
report
December 2013
Extended Users’
panel assessment
Where possible, qualitative fieldwork will be aligned to the services’ assessment from
the Extended panel of users, to ensure member of the panel can also provide feedback
for the “Towards the Market” report. 9 9

10. Fieldwork guide and target
Being the 10 ENDORSE services “unique” and
mostly operating in different domains (e.g. solar
energy, wind energy, electricity management,
etc.), we will be using one interview questionnaire for each service.
The universe of potential users of our new services can be – in some instances – very small.
In case we identify stakeholders well placed to contribute to our market overview, we may collect their feedback, even though they are not expected to buy or use these services themselves. 10

11. Piloting our interview guide
The WP8 questionnaires on S1 and S4 have been piloted at the workshop on solar radiation held at Mines ParisTech on Jan
Participants to the workshop have been asked to fill up the WP8 questionnaire for S1 and S4.
Their input has been subsequently analyzed to make sure questions asked are:
clear
relevant to respondents
Based on responses collected, minor amendments have been made to the questionnaires.
An example of WP8 questionnaire for S4 will be available on the ENDORSE website. 11

12. Everybody’s opinion matters!
Please get in touch with iCons if you’re planning to attend to conferences or other dissemination activities to present your service:
You may meet potential users of you services, who may become a good target for WP8!
iCons are happy to support you in conducting the interviews.
But…. 12

13. … you’d rather do it? … if you’d rather do it…
the questionnaire can be easily
administered or self completed by the respondents.
When speaking to potential users, make it clear that their feedback matters to us!
At the end of each questionnaire, a page collects contact details for those who are available to be re-contacted for a short follow-up by iCons.
If respondents are not available to answer at that time but accept be re-contacted afterwards, just collect their contact details and pass them on to iCons. 13

14. Thank you.