<
https://onestepoffthegrid.com.au/adapt-or-disappear-energy-retailers-must-cater-to-consumers-if-they-want-to-survive/>
"As the renewable energy transition gathers pace, the way we consume
electricity is transforming, and more “decisions are being made by the
consumer, not by big corporates.”
In a wide-ranging interview with the
SwitchedOn podcast, chief marketing and
flexibility officer at Kraken, Devrim Celal, argues that electricity retailers
must adapt to this transformation and deliver what consumers need and want.
“Energy retailers that can’t provide what the customer wants, and can’t offer
customised products tailored for each consumer, will be competed out of the
market,” predicts Celal.
“Unless we build a new system where the consumer has an incentive to
participate in helping balance electricity between when it’s abundant and not,
then we’re walking into a major storm.”
Kraken is an innovative green energy technology company whose technology
underpins everything that Octopus Energy, one of the largest green energy
companies in the UK does.
Octopus started as a small British energy supplier in 2016, and today it powers
some 6 million homes in the UK, Germany, the US, Japan, Spain, Italy, France
and New Zealand with green energy.
In addition to being a green energy retailer, Octopus is unusual in the global
energy market in its efforts to make energy simpler for the consumer.
It also sells and leases electric vehicles, invests heavily in renewable energy
infrastructure including solar, wind and storage facilities, and even
manufactures heat pumps specifically designed for homes.
Celal argues that much of the energy industry fails to ask a fundamental
question that is crucial for the energy transition and that is, “what does the
consumer really want?”
Consumers of course need and want different things. If a consumer has an
electric vehicle, Celal says they’re often interested in cheap range. If they
have air conditioning for cooling or a heat pump for heating, they often just
want to be comfortable at home. If they’ve bought solar or solar plus a
battery, they’re looking for a return on their investment.
“We need to figure out how to give that to consumers in a very transparent and
clear way.”"
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
