airtricity by twenty_twenty submission

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Innovation College Class Project & Presentation for Airtricity, Renewable Energy Company

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Page 1: Airtricity by twenty_twenty submission
Page 2: Airtricity by twenty_twenty submission

2020 InnovationRory FineganGerry CassellsBrian Andrews

Maria DoyleBrid Considine

Brendan Maguire

Page 3: Airtricity by twenty_twenty submission

Eirtricity founded in 1997 by Eddie O'Connor

Renamed Airtricity in 2002

Sold

in 2008 for over €2billion•

Owned by Scottish & Southern Energy, SSE•

Supplying Gas as well as Electricity since May 2010 •

300 staff,

375,000 Irish residential customers

Projects across Ireland,

U.K., Europe and China

Mostly onshore and offshore wind farms but also hydro, marine, biomass and solar projects

Page 4: Airtricity by twenty_twenty submission

To provide the energy people need in a reliable and sustainable way

Large player committed to renewable energy generation, profits circa €2billion p.a., investment in renewable energy projects of approx. €1billion p.a.

Interested in buying the ESB and Bord Gais if Irish government will sell

Page 5: Airtricity by twenty_twenty submission

Peak Demand in Ireland is

approx. 5,000MW

Renewable Sources approx. 14%, mostly wind

Deregulation achieved during 2011

Target is that 40% of electricity consumed in Ireland is from renewable sources by 2020

Irish Electricity Market Size

Page 6: Airtricity by twenty_twenty submission

Source CER June 2010

Consumer Market Share

Page 7: Airtricity by twenty_twenty submission

Wind Power, Onshore and Offshore Wind FarmsJune 2010 1,379 MW Wind capacity installed.

Potentially 6,000 MW Capacity by 2020

◦ Hydro PowerGov. incentives to build hydro power plants

◦ Tidal and Wave PowerTargeted 500MW of ocean energy by 2020

◦ Geothermal EnergyHeat stored in the ground

◦ Solar EnergyTransform energy into heat with high insulation

◦ Biomass,Wood, Animal Waste

Bio-fuelBiomass upgraded to provide bio-energy. Wood Pellets, Straw

Renewable Energy Sources

Page 8: Airtricity by twenty_twenty submission

Political

Government

target of 40% of electricity needs from renewable energy by 2020

Renewable energy sources part of strategy to reduce Co2 emissions

Security of supply, less reliance on oil

Economic

Fully deregulated market may attract new entrants into Supply market

Cost of Renewable energies more expensive than conventional sources

Cost of grid connections

Sociological

Opposition in some areas to wind turbines

Attitudes to green agenda

Technological

R&D activity

Rate of change in alternative renewable technologies

Energy management for consumers

Environmental

Global warming

Renewable technology seen as green technology

Legal

EU directives & legislation

Commission for energy regulation responsible for open market in electricity

Airtricity PESTLE Analysis

Page 9: Airtricity by twenty_twenty submission

EU Commission

Energy

Dept of Communications,

Energy & Natural Resources

Environmental Lobbyist

Organisations

Commission for Energy Regulation

Suppliers: ESB, Airtricity, Bord

Gais

Peer Groups (Environmental)

Families & Businesses

Pyramid of Influences

Page 10: Airtricity by twenty_twenty submission

Market Segmentation

Page 11: Airtricity by twenty_twenty submission

40 year old family

man, budget

conscious, looking

for competitive deals

from household

utility suppliers.

Point of View

Page 12: Airtricity by twenty_twenty submission

Good value for money

Have to budget carefully

Holidays in Ireland

At least we can afford our houseDavid, 40 husband & father

Spending time with My kids

Page 13: Airtricity by twenty_twenty submission

Renewable Sources, huge potential for

innovation in the energy generation part of

the business, quite technical.

Products, requirement for innovative sales

and delivery strategies to compete for and

retain customers in the deregulated market.

Our Innovation Approach for Airtricity

Page 14: Airtricity by twenty_twenty submission

Customer Deposits

Invested in Renewable Energy

Interest set off against bills

€20k invested = free electricity

Airtricity Financial

Page 15: Airtricity by twenty_twenty submission

Joint initiative with National Lottery

“The Green Card”

Profits invested in Green Energy Projects and R&D

Propel Ireland to become a world-

leader in Green Energy

Airtricity Green

Page 16: Airtricity by twenty_twenty submission

Managing Energy

Requirements for large

campus businesses

Airtricity Energy Management

IBM Dublin

Page 17: Airtricity by twenty_twenty submission

Utilising peatlands

through Ireland.

Generate electricity

on a large scale.

Airtricity Geothermal

Page 18: Airtricity by twenty_twenty submission

Allow 1% of bill to

invest in renewable

energy in lesser

developed

organisations. Output

free of charge to users

e.g. Hospitals, Schools

Airtricity 3rd World

Page 19: Airtricity by twenty_twenty submission

Airtricity Automotive

Electric car rental in urban areas.

Joint venture with an electric car manufacturer.

Consolidate Airtricity’s image as the leading supplier of providing electricity by renewable energy sources.

Page 20: Airtricity by twenty_twenty submission

Airtricity Renewables

Generate electricity with use of wind turbines and solar power in the community. Partnerships with householders, businesses and community groups.

Excess surplus sold onto National Grid through smart meters.

Installation costs offset by the price of surplus electricity.

Page 21: Airtricity by twenty_twenty submission

Focus Group

Focus Groups

Class participants involved in Focus Groups on Innovative Airtricity Products

Page 22: Airtricity by twenty_twenty submission

Airtricity Financial

Customer Deposits

Invested in Renewable Energy

Interest set off against bills

€20k invested = free electricity

Focus Group

Page 23: Airtricity by twenty_twenty submission

Airtricity

Recommendations◦

Airtricity Financial

Airtricity 3rd

World

Airtricity Automotive

Page 24: Airtricity by twenty_twenty submission

2020 InnovationRory FineganGerry CassellsBrian Andrews

Thank You30th

March 2011