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

ryanv@bre.co.uk