41
British Photovoltaic Association Reza Shaybani – Chairman Future of the PV Market Green Deal 4 th September 2012
British Photovoltaic Association
Reza Shaybani – Chairman
Future of the PV Market
Green Deal
4th September 2012
Overview
WHO WE ARE
National Trade Association of the UK solar PV energy. Three main areas of focus,
- Public awareness & consumer education
- Lobbying to establish a sustainable PV industry in the UK
- Market making for our members, stimulate growth in the UK PV sector & job creation
Fully independent, not-for-profit association with 5 Working Groups covering Policy, Communication,
Education, Finance & Application.
Executive Committee with 20 members representing different membership categories
To ensure that solar photovoltaic energy is established as the leading renewable energy source in the UK
Lobbying, market research, sales & marketing support, exhibition & conferences, networking events,
publications, public awareness campaign, training & workshops, financial, insurance & recruitment
service, legal advice
Over 700 members and growing. MCS installers, distributors, retailers & resellers, modular
manufacturers, production equipment manufacturers, BOS, architects, builders & developers, roofing
contractors, banks, financial institutes & investors, other trade associations, consultancy & engineering
companies, utilities, recruitment & training companies, professional services, educational institutes &
universities
London with offices in the Midlands and product display in BRE Innovation Park
STRUCTURE
MISSION
ACTIVITES
MEMBERS
HEADQUARTERS
A few of our members
Events
Exhibitions & Conferences
Solar Power UK 2012
No stand build or space contracts to sort out!
Save money & increase your visibility
Publications & Reports
The First UK Solar PV
Market Assessment
UK Solar PV Update
2012 Photovoltaic & Fire
A Guide from the BPVA
Installer sales training courses
Increase Your Sales Now!
Solar Sales Training
Limit the impact of the Feed in Tariff reduction, prepare for it now!
Learn how to:
Find new customers
Develop new sales techniques
Educate your customers
Develop new proactive sales methods
Find customer need
Develop new sales opportunities
The market is changing! Are you?
Current projects
TV advertising campaign
Publishing the first consumer focused magazine for the industry - “My Energy”
National Energy Card
National Energy Card
For consumer For business
Rewarding You for Creating a Greener Future
The National Energy Card is the only energy loyalty reward
programme in the world
What is the National Energy Card?
The National Energy Card is the first loyalty reward programme for the renewable energy
industry and deploys a full suite of loyalty management services in order to:
Educate the consumer about the benefits of managing and lowering their energy usage
Offer financial solutions to consumers and businesses
Create a safe environment in which consumers and businesses can explore the renewable
energy options available to them with confidence and security
Enhance the customer experience in order to create loyalty and brand awareness
Increase market share in environments of
competitive parity
Increase share of customer via shifting spend
from the competition and increasing spend
via cross-sell and up-sell initiatives
Improve lifetime customer value by identifying
and overcoming sources of attrition
Why a loyalty reward card?
One of the most significant marketing revolutions of the past thirty years has been the
development of loyalty management tools and techniques to derive greater value from
transaction, behavior and shopper data on individual consumers. Companies in multi sectors
around the globe have driven significant value by centering their operations, sales and
marketing on the precious assets of customer data and insight.
In a crowded market place where companies compete for the same customers, it’s become
hard to stand out. Consumer definitions of value and loyalty are changing. Marketers
therefore look to loyalty management providers to help them define and execute a customer
loyalty strategy that overcomes these obstacles to build profitable relationships with their best
customers.
Loyalty Still Remains a Differentiator
Our research shows that people are cross shopping more than ever, every day low pricing is
no longer enough to ensure maintained loyalty. The retail winners will be those that harness
everyday low pricing, timely (and honest) promotions and loyalty rewards.
Benefits of loyalty programme
The National Energy Card will allow the solar PV and other renewable energy technologies to:
Acquire & retain customers
Provided financial solutions
Build consumer confidence
Engage with the public directly
Influence their purchasing decision making
Deliver value & quality
Build long term relationship with customers and reward them
Increase product awareness
Understand customers needs
Increase product and installation quality
Objectives
Support the renewable energy sectors continued growth
Support the development of Solar PV as an important and significant part of this growth
Educate consumers understanding of the benefits of microgeneration and energy saving
as this is key to the future success of the industry
Develop public support and acceptance of the technology which will be key to its
success
Manage the installation of quality products and high levels of service to build customer
confidence
Become a vehicle for the delivering of
accurate and timely information to the
public for government and industry
Create a concise view of the positive
benefits of renewable energy technologies
to the consumer and our environment and
remove the confusion and anxiety currently
being experienced by the consumer due to
poor and sometimes misleading information
Objectives continued
Protect the consumer, the industry and the government
Support the long term development of the industry
Map consumer energy behaviour
Create a platform in which government policies can be developed in line with factual
market trends and consumer demands
Encourage consumers to be more energy conscious to help lower their energy costs and
support the Governments renewable / Co2 reduction targets
National Energy Card will educate the
consumer on energy efficiency and its benefits
Support the reduction of fuel poverty by
educating the consumers about energy saving
and the benefits of the proposed Green Deal
Concept
National Energy Card is the only energy loyalty reward programme in the world
Card owner earns e-points when purchasing solar PV systems or any energy efficiency
products and services from partner companies
Card owner also earns e-points every time they shop online at the National Energy Card
Energy shop
Ownership of the National Energy Card is free for consumers and available to everyone
The UK has over 60 million people who could qualify to apply for the National Energy Card at
the age 18
The National Energy Card is piloted with solar PV but will be covering other renewable
technologies afterwards
National Energy Card business version is available to all UK companies at £10 per year
subscription fee.
We estimate over 2.5m new solar PV installations alone by 2015 in the UK. So far since the
launch of FIT over 366,000 installations have been completed
The National Energy Card will be introduced along side the Green Deal to offer consumers
incentives to purchase energy saving products from programme partners
The National Energy Card is designed with:
• Transparency
• Added Value
• Control of data
• Trust
Concept continued
Cardholder benefits
Access to finance for solar PV and other renewable energy installations
Discount on products and services from programme partners
Extended warranty on solar PV systems installations
Insurance on solar PV installations
Card holders earn e-points when purchasing products or services from programme partners
e-points can be redeemed for products and services from programme partners via our online
portal
Access to the latest prices and product information of programme partners
Cardholder benefits continued
Access to the latest prices and product information of programme partners
Confidence and security in a guaranteed high quality installed system
Guaranteed competitive price
Opportunity to invest in the fund and benefit from attractive return on investment
Saving Money
Convenience factor
Feeling of belonging and membership
Member magazine “My Energy”
Discount in our online Energy shop
Programme partner benefits
Increase sales / turnover
New ‘qualified‘ leads
Rewarding loyal customers
Direct access to millions of customers
Communicate the latest products and
prices via a secure portal
Increased brand visibility - A brand that
cares about our environment
Strong business relationships across the
complete renewables manufacturing and
supply chain industry
We are always looking for great brands to join the programme to enhance the National Energy
Card loyalty experience for our collectors and provide more opportunities for them to earn
more Energy points.
National Energy card offers participating companies a way to differentiate their business from
their competitors by rewarding their loyal customers, attracting new customers and
communicating with them in a compelling and personalised way.
Programme partner benefits continued
Demonstration of competence as a business – products, services and customer service,
through competency and auditing, verification of standards
Reason for more contact with customer
Identification of customer behaviors and trends
Cross marketing opportunities
Customer satisfaction
Achieving better sales prices
Supply through our online Energy shop
Grow in Our Network ...
Power Africa
Power Africa is a project fund set up by National
Energy Card to invest in the development of
renewable energy projects in Africa.
National Energy Card will donate all earnings
from the business card version to Power Africa
project fund. Governments of each country
where the projects are developed will match the
amount raised. Our aim is to raise £10 million in
the first year.
Power Africa will identify suitable projects which
require funding in the most needed areas.
National Energy Card Programme Partners will
be invited to provide the necessary products
and services to Power Africa.
Operation
The National Energy Card has been working with several world class loyalty management
providers to assist with the design, build, launch and running of the loyalty programme.
National Energy Card is committed to engage with the most appropriate loyalty provider to
ensure the best possible loyalty offering programme is successfully launched in the UK and
internationally.
Aimia has been appointed to develop and run this exciting project with BPVA. Aimia is a global
leader in loyalty management with a growing roster of the most respected loyalty brands in the
world including Aeroplan in Canada, Nectar in the UK, Italy and Chile as well as Air Miles in the
Middle East. Today, Aimia offers a global full-suite of loyalty management services, including
Coalition Loyalty, Proprietary Loyalty and Loyalty Analytics.
As a market leader, Aimia is offering a total solution that includes:
• Loyalty Strategy
• Loyalty Analytics
• Loyalty Operations
Structure
National Energy Card has four divisions being responsible for operation, finance, partner
selection and international licensing.
National Energy Card will first be launched in the UK in Q4- 2012 followed by USA, Germany
and the rest of Europe in Q1- 2013
National
Energy Card
Operation Financial Technical
Competency International
Licensing
Supporting technologies
Solar Photovoltaic and other and renewable
energy technologies
Energy efficiency
Green transport & EV’s
Financial
National Energy Card is backed by a fund which will be in
the region of £100m at launch
Investing in the fund is open to both institutional and
private investors (loan + saving)
Lending up to 100% of a any solar PV installation cost to
card holders (subject to approval)
Interest rate of around 6.5 to 8%
Secured against FIT payment initially and off-set by good
return on investment moving forward
Applying for the loan is open to all renewable energy
technologies at a later date
Programme Partner Selection
The National Energy Card programme partners are
selected from product manufacturers (modules, invertors,
BOS), distributors and MCS installers.
Product quality and technical competency of programme
partners are crucial to the success of the National Energy
Card.
Programme partners are selected carefully for their product
quality, customer service, technical competency, financial
strength as well as sharing our passion and vision.
A team of highly qualified experts will manage all aspects of
selecting and managing programme partners. Every
installation will be audited by the technical competency
team.
In addition all installations are subject to a mandatory
customer survey which will be done on completion of the
installation. The survey will cover, sales process, scope of
services offered, installation efficiency and handover. This
information will be used as part of our continued MCS
installation improvement.
National Energy Card Offers:
Partnership
Authenticity
Strong Opinions
Simplicity
Inclusiveness
Originality
Nimbleness
Saving is good!
What is the Green Deal?
In simple terms:
The Green Deal is an innovative new financing mechanism that will help bill payers make
energy – saving improvements to their homes & businesses. Repayment for the work done is
through savings made on their energy bills.
But:
What is simple in life !?
Is the Green Deal too complicated?
Well you can judge yourself!?
The Green Deal Industry
Advisors
Installers
Providers
Financiers
Local Authorities
Energy
Companies
Property
Practitioners
Supply Chain /
Manufacturer
Private Rented
Sector
SME Companies
Social Landlords
Is the Green Deal an opportunity?
Numbers speaks for itself:
Around 6 million households don’t have double glazing in all their windows
Up to 70% of homes in England don’t have a full set of heating controls
There are still 16.4 m non-condensing boilers in homes
2.5 m homes may have some sort of Microgeneration technology by 2015
Measures covered under the Green Deal:
Microgeneration (solar PV, ground source heat pumps, renewable heating etc…)
Heating (condensed boilers and heating controls)
Glazing
Lighting
Insulation (cavity wall & solid wall)
These are some of the things you can have done to your property
Cavity wall insulation
Cylinder thermostats
Draught proofing
Solid wall insulation
Condensing boilers
Heat pumps
Heating controls
Lighting systems
Biomass boilers
Cylinder thermostats
Draught proofing
Duct insulation
Hot water showers/systems/
taps
Fan-assisted replacement
storage heaters
Flue gas heat recovery
devices
Heating, ventilation and air
conditioning controls
Replacement and secondary
glazing
Under-floor heating
High performance external
doors
Hot water controls
Lighting systems, fittings and
controls
Mechanical ventilation with
heat recovery
Pipe-work insulation
Microgeneration
Chillers
Condensing boilers
Replacement glazing
Roof insulation
Sealing improvements
Under-floor heating
Under-floor insulation
Variable speed drives for
fans and pumps
and more...!
If it is on this list then you would get it in part or whole through GD
How does the Green Deal work? Example: domestic owner occupier
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Customer
interest Assessment Quote
Accept
quote
Installation
& after
Can happen at the same visit
impartial
assessors
work out
what
households
need
Customers
choose what
work they want
done
Quotes are
personal and
include
subsidies
Installers
Costs
charged to
electricity bill
Stays with
home if
move
Customer Interest
Companies will use their customer knowledge and brands to package services
and promote them to customers.
Customer interest in the Green Deal will generated by:
Marketing – e.g. seeing in-store display promoting Green Deal, leaflets
dropped through their door, council promotion.
Independent advice – e.g. surveyors, architects.
Wider channels - e.g. seeing something in the news, reading an article, a
friend’s recommendation.
In-house contact – e.g. with plumbers and builders who might be in the house
doing other work.
Customer
interest Assessment Quote Accept quote
Installation &
after
Assessment
Customers will get an impartial on-site assessment of their home, from
an authorised Green Deal Assessor. The assessment is in two parts:
Customers get an Energy Performance Certificate, which is based on a
standard assessment of how the home is used.
The Green Deal Assessor then has a conversation with the customer about
how they actually use the home.
The Assessor produces a personalised “Occupancy Assessment” so the
customer can understand what improvements to the house are most
appropriate for them.
The assessment is like a prescription, it can be used with any business
providing Green Deals.
Customer
interest Assessment Quote Accept quote
Installation &
after
Quote
At assessment, or later, the customer receives a quote for the recommended
improvements.
They can chose what improvements to have – they don’t have to do them all.
They can get other quotes from a list of Green Deal Approved companies using the same
assessment or they can do the assessment, quote and acceptance all on the same visit.
They agree the price with the company, but don’t have to pay for the work straight away.
They can pay up front if they want to, or bit by bit through their electricity bill. Paying
through the bill is like a loan – but for the property, not the householder.
The payments are agreed at the start, and the loan stays with the property if the
householder moves.
Quotes include subsidies. See next slide for more details.
Customer
interest Quote Accept quote Installation &
after Assessment
Quote - subsidies Subsidies come from on obligation placed on energy companies
to provide support for households.
Customer
interest Quote Accept quote
Installation &
after Assessment
Anyone can get:
Internal solid wall insulation
External solid wall insulation
Hard to treat cavity wall insulation
Some other measures can be subsidised if packaged with these e.g. loft
insulation, glazing and draft proofing
Households in
the bottom 15%
most deprived
communities:
All of the above plus
Loft insulation
Cavity wall insulation
Households
claiming
particular
means-tested
benefits and tax
credits:
All of the above plus
Heating improvements such as new boilers
Work commences
The people who install the improvements are authorised and trained to do the work.
There are customer protections in place if something goes wrong, e.g. warrantees (25
years for wall insulation) and a system of redress.
Repayments are then collected through the electricity bill (because everyone has one).
The Green Deal aims to let householders save at least as much in energy costs as
they repay through their electricity bill.
Of course, their actual savings will depend on how much energy they use and the
changing cost of that energy.
Customer
interest Installation &
after Assessment Quote Accept quote
Customer protection
Customer protections are embedded at each stage
Assessors and installers will be certified to independent industry standards.
Cold calling – companies delivering Green Deals are required to respect requests from
customers who do not wish to be contacted via a cold call e.g. some homeowners have “No
Cold Call” stickers displayed on their houses.
For domestic customers, a one day cooling off period is required after a cold call before an
assessment can take place.
Impartiality of assessor – the assessment of the home will be completely impartial and
Assessors will need to be clear up-front about who they are employed by, what payment
they’re receiving for the assessment and how they are receiving it.
Standardised assessments of the home – will allow customers to compare quotes.
Correct permissions to be sought in writing before any Green Deal work is done or charge
is put on the property.
For the installers
Once a property has had an assessment and the finance for measures has been approved,
installation is the next step. Only an authorised Green Deal Installer can install energy
efficiency improvements under the Green Deal finance mechanism. Only authorised
installers will be able to identify themselves as ‘Green Deal Installers’ and use the Green
Deal Mark.
Please e-mail us for a copy of the Green Deal Q/A document
Grow in our network …
Thank you for your attention …
