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Commercial and marketing aspects micro-CHP
H.E. Ensing, Paris 30-5-2008
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Summary
• GasTerra
• The Netherlands
• Status CHP
• Market demand
• Communication
• Market introduction
• CSFs
• Marketing strategy
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dia 3
History
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GasTerra The new name as of 01-09-2006
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dia 5
Gastrader
75-80 bcm/yr
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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)
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dia 7
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
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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
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dia 9
Creating market demand (2)
National micro-CHP day (host: Smart With Gasfoundation)• 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
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dia 10
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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
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Communication aspects
• Consistency in information content
• Keep messages concerning eventual negative micro-CHP performance in the house
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Market introduction aspects
• Several manufacturers/providers
• Different manufacturer time schedules for market introduction
• Regulations
• Arrangement supplying electricity back to the grid
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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
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Critical Success Factors (2)
Installing company
• Market demand
• Availability
• Installing aspects: complexity, size, weight
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The HEe-boiler on the market
• The market (and CO2-reduction) potential is huge
• It’s up to the manufacturer to develop a marketingstrategy and/or proposition which is tuned to theirtechnical concept and specific appliance characteristics