Dynamic Pricing for Energy: What are we so afraid of?
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www.esource.com Dynamic Pricing for Energy What are we so afraid of? Melanie Wemple Research Associate, E Source SWITCH Tuesday, March 6, 2012
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Melanie Wemple, Research Associate at E Source, took 5 minutes on stage at Absinthe House in Boulder, CO to present with auto-advancing slides every 15 seconds. Her presentation, "Dynamic Pricing for Energy: What are we so afraid of?" surprised the crowd of over 200 local energy professionals at the inaugural switch~ event, when she turned a seemingly mundane topic into a crowd hit. For more information: http://www.esource.com/public/products/frs_edrp.asp More about Melanie: http://www.esource.com/staff_bio/melanie_wemple
Transcript of Dynamic Pricing for Energy: What are we so afraid of?
www.esource.com
Dynamic Pricing for EnergyWhat are we so afraid of?
Melanie WempleResearch Associate, E Source
SWITCH
Tuesday, March 6, 2012
www.esource.com || © 2011 E Source2
The Situation
Source: TreeFrogTreks.com
www.esource.com || © 2011 E Source3
The Problem
Source: The VisionHelp Blog
3am 6am 9am Noon 3pm 6pm 9pm Midnight0369
1215
Price of Electricity Throughout the Day
Time of Day
Ce
nts
pe
r k
Wh
www.esource.com || © 2011 E Source4
The Problem
≠
2 pm 10pm
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The Problem
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The Solution
3am 6am 9am Noon 3pm 6pm 9pm Midnight0369
1215
Price of Electricity Throughout the Day
Time of Day
Ce
nts
pe
r k
Wh
www.esource.com || © 2011 E Source7
The Solution
Source: Mark Stivers
www.esource.com || © 2011 E Source8
Highsatisfaction
Unfamiliar
ChoiceConsumer
Illustrates true costsReduces Demand
Confusing
Persistence
EducationProtections
Unfair
www.esource.com || © 2011 E Source9
www.esource.com || © 2011 E Source10
Sources: Bing Travel & Kayak
Flying
www.esource.com || © 2011 E Source11
Source: Sfpark.org
Parking
www.esource.com || © 2011 E Source12
Source: Department of Transportation & Transportation Alternatives
Driving
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Source: Major League Baseball
Sporting Events
www.esource.com || © 2011 E Source14
Source: Ticketmaster/Live Nation
Concerts
www.esource.com || © 2011 E Source15
Source: TechnaBob.com
Coca-Cola
www.esource.com || © 2011 E Source16
5am 8am11am 2pm 5pm 8pm
$2.50
$2.80
$3.10
$3.40
$3.70
$4.00
Dynamic Pricing for Gasoline
Monday - Friday Weekends & Holidays
Time of Day
Pri
ce p
er G
allo
nWhat’s next?
www.esource.com || © 2011 E Source17
Source: shirt.woot.com
www.esource.com || © 2011 E Source18
What’s next?
www.esource.com || © 2011 E Source19
www.esource.com || © 2011 E Source20
For More Information
Melanie Wemple
Research Associate, E Source
303-345-9149 [email protected]
Have a question? Ask our experts: www.esource.com/question
