BI Marketing Analyst input into report marketing Report TitleMarketing the Smart Grid Report SubtitleInvestment opportunities, experience gained and lessons learnt Report Code Publication DateMarch 2014 Report TypeEnergy Report Size Pages55 Tables8 Figures9 Report Details

BI Marketing Analyst input into report marketing Table of tables Table 1: Estimates of nuclear energy generating capacity (GW), Table 2: Customer concerns regarding smart grid, Table 3: Key markets and market assessment, Table 4: Forecast value of smart analytics market (US$bn), Table 5: Vendor rankings and scores for government, risk management and compliance solutions, Table 6: Required storage capacity by region (GW), with wind variation of 15% in 2050, Table 7: Regional smart grid deployment hotspots, Table 8: Grid modernisation index: top 15 US states,

BI Marketing Analyst input into report marketing Table of figures Figure 1: Smart grid conceptual model, Figure 2: Estimates of nuclear energy generating capacity (GW), Figure 3: Key analytics areas, Figure 4: Forecast value of smart analytics market (US$bn), Figure 5: Vendor rankings and scores for government, risk management and compliance solutions, Figure 6: Required storage capacity by region (GW), with wind variation of 15% in 2050, Figure 7: Cost trade-off for battery pack costs, Figure 8: Major players by region, Figure 9: Grid modernisation index: top 15 US states,

BI Marketing Analyst input into report marketing Section 1: Front Page Lead Graphic and Quote Figure 2.2 Figure 9: Grid modernisation index: top 15 US states, 2013 The top 15 states for development of smart grid are shown in Figure 9. Lead states overall are California and Texas. Within the US itself, there are significant variations in investment by state. The Grid Modernisation Index, an audit carried out in July 2013 by Gridwise Alliance and the Smart Grid Policy Center evaluated state progress across a scorecard that included state policy, customer engagement (investment in customer enabling technologies) and grid investment (investment in grid support technologies).

BI Marketing Analyst input into report marketing Section 2: Introduction, market background and USPs The smart grid continues to dominate forward strategic planning in the electricity and energy industries. The dominant narrative in this area, posited by central government and electricity industries, has been to a series of aligned benefits: what is good for the environment is good for consumers and is also good for utilities. This has been challenged, first by a pause that has come about during the recent recession and second, as the pace of smart grid development picks up again, by counter-narratives that have advanced both alternative solutions to climate change as well as different ways of delivering smart grid. The latter remains the most significant theme affecting development of the utility business over the next two decades. However, it is increasingly being challenged by non-renewable alternative energy sources as well as an emerging storage sector and consumer dissent. Companies committed to developing strategy in this area need now to be thinking much more widely, as this report argues.

BI Marketing Analyst input into report marketing Section 3: Key features of this report Business and consumer perspectives of the smart grid. Recent developments and hot spots for the future. Strategic opportunities for utilities. Regional opportunities for companies in smart grid technology and infrastructure. Key developments in the US, Europe and Asia/Pacific regions.

BI Marketing Analyst input into report marketing Section 4: Key benefits from reading this report Comprehend the consensus view of the smart grid. Analyze the ways in which consumers and new entrants are now challenging consensus. Focus on alternative scenarios and alternative ways to benefit from the growth in the smart grid. Appraise investment opportunity by niche and by region Assess key issues currently facing smart grid development

BI Marketing Analyst input into report marketing Section 5: Key Market Issues This report provides a Global overview, covering:- The general smart grid narrative The impact of consumer confidence/dissent Current smart grid markets and market trends Investment opportunities by region New niche technological opportunities

BI Marketing Analyst input into report marketing Section 6: Key findings of this report 1.Past forecasts of smart grid growth have varied wildly between one another and against outcome: this is part definitional, part over-optimism on the part of some forecasters. 2.Those who wish to profit from the smart grid need to find niche opportunities that are not overly dependent on external considerations, including consumer sentiment, interoperability and standards. 3.The smart grid is growing significantly in every region of the world, but growth is focused on very different local requirements. 4.Investment in transmission grid infrastructure is likely to prove easier, and more likely to generate major returns for utilities over the next decade. 5.While utilities have been enthusiastic about reduced energy use and the fully-implemented smart grid, few seem to have got to grips with the real implications of increasing storage and new net-zero energy urban developments.

BI Marketing Analyst input into report marketing Section 7: Key questions answered by this report 1.What are the major obstacles to implementing smart grid in the near term? 2.What are the significant opportunities by region? 3.What are the game-changers that utilities need to watch out for 4.What are the key developments in electricity infrastructure? 5.What are the future prospects for investment in smart grid?

BI Marketing Analyst input into report marketing Section 8: Key areas covered by the report Key products/categories profiled: Energy Smart grid Key regions/countries covered: Worldwide – but main focus on US/Europe/China

BI Marketing Analyst input into report marketing Section 9: Research methodology Methodology: Secondary research This has been carried out by Jane Fae and was carried out online in two ways: Open-ended – Based on searches around relevant keywords: high-level searches conducted for smart grid, smart grid domains and smart grid by country; thereafter, key strands followed up by country and by sub-topic. Experience-based – The authors have worked together on a series of energy-focused reports, and over time have developed an in-depth understanding of the various sources available and the relative value to apportion to each.

BI Marketing Analyst input into report marketing Section 10: Author biography and contact details Name: Professor Merlin Stone & Jane Fae Biography: Merlin runs his own management consulting and research practice, as well as working with boutiques consultancies such as Customer Essential and The Customer Framework. He is author or co-author of hundreds of articles and thirty books and also on the editorial advisory boards of several academic journals. He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career, holding senior posts at various universities. He is now a visiting professor at De Montfort, Oxford Brookes, and Portsmouth Universities, and teaches economics and develops teaching material for the Open University. Jane is a writer and researcher in the areas of IT, Business, and the Law. Jane was until recently editor of the Journal of Database Marketing and has previously published works on the use of statistics in business and Marketing Resource Management. Recent research papers include publications on the misuse of security protocols by major corporations, and a re-evaluation of the Loyalty Ladder concept in marketing theory. She has also written extensively on the impact on business of technological and regulatory changes to the energy industry.