Customer Engagement with In-Home Displaysassets.fiercemarkets.net/public/smartgridnews/Tendril_IHD_webinar.pdfSG News Webinar #3 | October 17, 2012 22 Challenges Along the Way •

Customer Engagement with

In-Home Displays

October 17, 2012

Today’s Presenters

Jesse Berst Host & Moderator

SmartGridNews.com

Matt Smith Dir of Firmware Engineering Tendril

Mike Ruth Sr. Director - Marketing Tendril

Mark Smith Principal, Smart Energy Reliant Energy

Mark Eddings Dir of Marketing, Residential Retention Reliant Energy

Mapping the Customer Journey

– April – how Duke Energy is deploying state-of-the-art paper and email home energy reports

– May -- how Kansas City Power & Light uses a web portal to improve customer engagement

– October -- the next stage in the journey – how Reliant Energy uses in-home displays to give consumers choice in how and where they engage with energy information

Agenda

The Reliant story

Reliant Energy

The Texas market

In Home Displays

The Consumer

Journey

The in-home display

(IHD)

Consumer feedback

Why an IHD?

Challenges

Why start with “just” an

IHD?

Issues along the way

Customer support

Agenda (2)

Customer

Satisfaction

What customers

appreciate

Complete eSense

programs

Hear from customers

Customer Choice

Why Tendril

The importance of

providing choice

How to build in choice

How to get started

Name Background

Matt Smith Director of Firmware Engineering - Tendril

• Oversees Tendril’s development of ZigBee Home Area Network devices.

• Previously at Ember Corporation, a maker of ZigBee silicon, software and tools.

• Involved with the ZigBee Alliance since 2003.

• Engineering positions at Lucent Technologies, Spring Tide Networks and Data General Corporation.

• Over 15 years of experience participating in and leading engineering teams, including development, sustaining, quality assurance and support.

• Bachelor's degree in Computer Science from Brown University.

Matt Smith, Tendril

Name Background

Mike Ruth Senior Director, Marketing – Tendril

• Over 25 years experience at successful, rapid-growth technology companies.

• Consumer marketing experience, includes the natural food and grocery industries and gaming systems for recreational and professional golfers.

• Director-level leadership positions at KLA-Tencor, a Silicon Valley semiconductor equipment manufacturer, and Wind River Systems, an embedded software and tools company.

• Over four years in Asia expanding existing businesses, establishing new revenue streams and building new local organizations.

• B.S. in Electronic Engineering Technology from DeVry Institute of Technology in Ohio, and an M.S. in Computer Engineering from Santa Clara University.

Mike Ruth, Tendril

Name Background

Mark Smith

Principal, Smart Energy - Reliant Energy an NRG Energy company

• Business architect for residential smart energy solutions at Reliant Energy, the leading provider of smart energy products and solutions in the competitive Texas retail electricity market.

• Represents Reliant at state and national smart energy standards organizations.

• Over 20 years experience in hardware development and systems engineering.

• 10 years at Compaq Computer Corporation in production operations and engineering leadership positions.

• Master's degree in Systems Engineering from North Carolina State University and a BS in Industrial Engineering from Texas A&M University.

Mark Smith, Reliant Energy

Name Background

Mark Eddings

Director of Marketing, Residential Retention – Reliant Energy

• Leads the smart energy marketing team at Reliant Energy, the leading provider of smart energy products and solutions in the competitive Texas retail electricity market.

• Responsible for residential customer retention, including contract renewals, and the marketing of Reliant Home Solutions products.

• Previously worked on the Small Business team at Reliant before moving into Residential in 2009.

• MBA from the Jones School at Rice University and a BBA in Marketing from Texas A&M University.

Mark Eddings, Reliant Energy

SG News Webinar #3 | October 17, 2012 10

276

25K

5

1/2

1.9M

Fortune 500 and S&P 500 Index company

5th largest in the energy sector+

+ 2011 ranking ranked by Fortune Magazine; *Since 2000

20M

Generating more than 25,000 MW of global, diverse energy

Reducing emissions by nearly ½* for a cleaner NRG

Providing enough generation capacity to power 20 million homes

Serving more than 1.9 million customers with NRG retail brands

16 16th fastest growing company in America+

NRG Energy By the Numbers


Texas Deregulated Market


Reliant e-Sense® Smart Energy Solutions

Over 650,000 customers benefiting from at least one of our many

e-Sense® Smart Energy products or services

Over 45 competitive

retailers selling more

than 250 electricity plans

in Houston alone!

Over 90% of Reliant

customers have

Advanced Meters!


Engage/Educate through information and convenience

Provides platform for new services

Enable new product choices to empower

consumers

Web Portal

Weekly Email

Mobile/Txt Alerts

Pricing Plans

Payment Plans

Partner Offers

Thermostats/ Controllers

Solar

Automation

Appliances

EV/Fleet

Gadget Energy Monitor

© 2008 NRG SimplySmart Solutions LLC. All rights reserved.

e-Sense® Product Progression


Home Energy Monitor

• Product deployment > 10,000 units

• Real-time View of Current Energy Use

• Advanced meter communication every 10 sec.

• Provides Consumer Choice

• Portal, mobile, IHD

• Provides Convenience

• Where to engage with energy in their daily lives

• Flexible Content Options

• Alerts / notifications

• Graphs daily, monthly, year-on-year

• No Internet Connection Required

IHD Provides Energy Insights Customer Convenience


Consumer Feedback on the IHD

Better Decisions

“At first I was freaked out by the daily cost of running the A/C on really hot days,

and then I noticed the uptick on days when we ran the clothes dryer – I was really

surprised,”

“With the home energy monitor, we know how much it actually costs to use our

appliances everyday. With that kind of information, my family and I can make

better decisions about what we use and when as we try to reduce our energy bill.”

Real-time Control

“…I know right away whether I’m making good choices or

not. It’s almost impossible to wait to the end of the month

and get your bill and determine what drove usage so

high. This gives you the feedback right away.”

Super Easy!

“There was nothing to it. All you had to do is plug it in and it worked. You may not know what to do to

get all the features, but you can get some information right away and figure some out just by playing

with it.”


Consumers Drove Real-time Data Value

Without an IHD, AMI Data is delivered:

• at best 23 hours delayed,

• most data 48 hours old by the time customers have access.

Deliver Insights in Real-time and Over Time

• E-Sense Home Energy Monitor (IHD)

• Provides real-time energy consumption and more.

• E-Sense Online Account Management (Portal)

• Historical view of energy use, Email and SMS alerts, Neighborhood

energy compare and Home energy disaggregated usage.

• E-Sense Weekly Summary Email

• Delivers week over week comparison of the customers usage and energy

cost.


Consumer Market Research

High Appeal

• Saving money

• Saving electricity

Moderate Appeal

• Environment features

Low Appeal

• Non-energy “bells & whistles”

• MP3 players

• Photo displays


Why an In-Home Display?

• Goal: Reliant's IHD

• Customer satisfaction and retention

• Service differentiation

• in the fiercely competitive Texas retail market!

• Capitalizing on AMI Meters

• Many Texas AMI filings were approved in 2008

• Reliant sought to be first to market in the HAN space with our

partnership with Tendril and the development of the Home Energy

Monitor.

• Deliver Real-Time Data

• Direct IHD-meter integration with Tendril Delivered real-time data

• Communication every 10 seconds


Questions?


Required Features

• Reliant Achieves High Consumer Appeal

• Focus on real-time savings

• Consumers can act and immediately see

benefit

• Actionable Data for Consumers to

Achieve Savings

• Real-time electricity cost

• Current usage in both kilowatts and dollars-

per-hour

• Daily energy cost

• Comparisons to the previous day’s cost

• Monthly cost tracking with up-to-date cost

information

Engaging Consumers through an IHD


Why Start with Just an IHD?

• History of the Home Energy Monitor

• 2-Way Communications

• Scaling Back

• 3 years ago the solutions were not as robust

• The challenges of networking multiple devices

• Once one solid offer – then can augment with

thermostats, gateways, et. al.

• Custom Firmware co-developed by Reliant and

Tendril

• Customer entered price of electricity

• Calendar month based cost estimates

• vs. billing period

• Field diagnostics for CSR-prompted

troubleshooting


Challenges Along the Way

• Customer Engagement

• Ease of install

• Device drove engagement through design and features

• Customer request driven

• Critical that customers request the device

• Incentives drove “shelf-ware” behavior

• Ease of Delivery

• Reliant-designed provision and deploy process

• SEP 2.0 MRD Provisioning Scenario

• P2 Direct Delivery, Self-Install

• Plug-n-Play

• B2C fulfillment and back office integration

• Fast Consumer Issue Response

• Reliant and Tendril increased the on-device diagnostics

• Importance of training customer support reps

Learnings that enhanced consumer engagement


Why and How to Make it Super Simple

• Easy for Consumers to Set Up and Use

– Integration with Backend Systems to Provision Devices

– Shipping the Right Device to the Right Customer

– Integrate to Smart Meter Texas = Meter support for L+G and Itron

– To Register? Simply plug in the device!


Starting a Consumer Engagement Program

1. Define Goals

2. Market Segmentation

3. Choose Right Solution for Program

4. 3-6 Month Pilot

5. Rollout

ENERGIZE DEVICES


Tendril

• Delivers Consumer Engagement applications, products and services • Energize™ energy application suite – energy reports, email, web, mobile, device control/management

• Built upon and enabled by Connect™ – an open and scalable platform

• Tendril’s solutions include: • Energy efficiency programs

• Demand response/load control programs

• Marketplace applications

• Whole home orchestration programs

• HQ Boulder, Colorado • Offices in Boston, San Francisco, and Melbourne, Australia

• Backed by leading US and European venture capital

• Over 40 energy provider and ecosystem customers world-wide • North America, Europe, Australia

• More than 400 developers on the Connect platform • In the Tendril application developer program dev.tendrilinc.com

• Over 20 applications built using Tendril ConnectTM open APIs

A Snapshot


Pricing,

Devices,

Utility Programs

Distributed Generation,

EVs

Demand Response,

Load Control

Home Energy Reports,

Web & Mobile app

Behavioral Science Building Energy Science

Insight

Choice

Control

Orchestration

Behavio

ral S

cie

nce

Deliver actionable information, not data

Modeling and analytics deliver personalization and value


Applied Behavioral Change Framework

Active and Social Learning

Persistent behavior change

occurs when people have a

meaningful goal, steps toward

that goal, progress to goal

feedback and social support.

Right Time/Place

Relevant, timely information

and/or feedback enhances

motivation for change.

Community

Expert and peer forums,

comparisons, challenges,

leaderboard, points systems Social Environment


The Importance of Customer Choice Key Behavioral and Social Concept

Consumers must feel in control; One size doesn’t fit all How, when and where they want to interact with energy

How much information they receive and share

Which programs they engage in and actions they take

Choice is inherent in Tendril’s solutions …in touchpoints: paper, email, web, mobile, devices

…in behavior components: goal setting, choice of actions

…in social components: read/write forums, challenges, public profile

…in taking action: program signup, EE product purchase

With Choice, consumers engage…more! • Insight, awareness, excitement, loyalty from customers (Reliant)

• Persistent savings, interaction, social engagement (Cape Light)

• Spend 20X more time understanding energy (confidential)

• Participate actively in peak load mgmt events (’11-12 summer

DR pilot results)

concept

design

results


Accelerating Consumers up the Value Chain

Our goal with every customer

Questions?

Thank You Jesse Berst

Host & Moderator SmartGridNews.com

[email protected]

Matt Smith Dir of Firmware Engineering Tendril [email protected]

Mike Ruth Sr. Director - Marketing Tendril [email protected]

Mark Smith Principal, Smart Energy Reliant Energy [email protected]

Mark Eddings Dir of Marketing, Residential Retention Reliant Energy [email protected]

Documents

Customer Engagement with In-Home Displaysassets.fiercemarkets.net/public/smartgridnews/Tendril_IHD_webinar.pdfSG News Webinar #3 | October 17, 2012 22 Challenges Along the Way •