iea dsm annex vii market transformation verney ryan, bre - operating agent market transformation
TRANSCRIPT
IEA DSM Annex VII Market Transformation
Verney Ryan, BRE - Operating Agent
Market Transformation
Market Transformation refers to …
“public policies, programs and actions of limited
duration that increase the availability, marketing, sales,
and appropriate use of energy-saving equipment or
practices by creating a permanent change in market
structure or processes.”
Market Transformation
Problem or Need?
We have plenty of Energy Efficient Technologies available in the marketplace but so far we have not
been very successful at selling them.
Energy Efficiency is notseen as either particularlydesirable or marketable
(at least not yet!)
• Aims– Kyoto Targets - reduce greenhouse gas
emissions– greater energy efficiency
• Objectives of Market Transformation– Increase the market share of today’s energy-
saving products and practices.– Accelerate use of most efficient new technologies
• reduce use of energy• reduce emissions of greenhouse gases
Market Transformation
SCOPE
• Scope:“Innovative marketing of specific products based on
market research leading to concrete actions with multinational actors”
• The Task will cover:– mass marketed products relevant to energy
efficiency – probably electric– public and private sector– household and commercial buyers– consumers and supply chains
marketing
Market Transformation
Three Main themes of work:• Market Transformation integrated Policy and
Programme development– developing a co-ordinated international approach to Market
Transformation
• Market Transformation Marketing– developing marketing based actions to deliver Market
Transformation
• Promoting Advanced Products Approach– using procurement, requirements and specifications in a
targeted way to deliver Market Transformation.
Flexible and Responsive Framework
• Information Sharing
• A Collaborative and Coordinated Policy Approach
• Innovative Market research
• Market Transformation Forum
• Promoting Advanced Products
• Standby Power Possibilities
Annex VII Market Transformation Activities
• A Transformed Market
• Revolutionised approach to marketing energy
efficiency.
• Framework for practical initiatives, research and
actions
• Moving Energy Efficiency up the retailer / consumer
agenda.
• Moving Energy Efficiency up the marketing agenda.
Expected Results
• cost
• size
• colour
• noise output
• resale value
• water use
• energy efficiency
Consumer Choices
• cost
• size
• energy efficiency
• colour
• noise output
• resale value
• water use
I chose this washing machine
based on...
Interested Countries
PARTICIPATING
• United Kingdom• Denmark• Finland • Norway• Sweden
INTERESTED
• Netherlands• Spain • U.S.A • Korea• Australia
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Transforming Markets
IEA DSM Annex VII Market Transformation
Market Transformation