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

Commercial and marketing aspects micro-CHP H.E. Ensing, Paris 30-5-2008. Summary. GasTerra The Netherlands Status CHP Market demand Communication Market introduction CSFs Marketing strategy. History. GasTerra The new name as of 01-09-2006. Gastrader 75-80 bcm/yr.

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

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

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

  3. History

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

  5. Gastrader 75-80 bcm/yr

  6. 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. 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. 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. 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. 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

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

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

  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

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

  15. The HEe-boiler on the market • The market (and CO2-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

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