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

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

3. dia 2 History

4. dia 3 GasTerra The new name as of 01-09-2006

5. dia 4 Gastrader 75-80 bcm/yr

6. 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)

7. 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

8. 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

9. 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

10. dia 9

11. dia 10 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

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

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

14. 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

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

16. 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