Consumer system architecture. Consumer system deployment 100 Chevy Volts Home services systems Sony, Intel, Best Buy Whirlpool Smart appliances Residential.

Consumer system

architecture

Consumer system deployment

100 Chevy Volts

Home services systems

Sony, Intel, Best BuyWhirlpool

Smart appliances

Residential PV – 175 homes

2008-2010Smart grid “could be as big as the original Internet.”

“Greentech could be the largest economic opportunity of the 21st century.”

“Next-generation smart grid technology [will] grow to a $20 billion market by 2015.”

“Unlike the Internet, which went through a rapid boom-and-bust cycle – a classic bubble – the transition to new energy ... technologies will look more like a long boom.”

“Clean tech offers the promise to be the next big engine of business and economic growth.”

Summer 2011

“Google Kills PowerMeter”June 24, 2011

“Microsoft Follows Google to Home Energy Graveyard”

July 1, 2011

“Cleantech investing drops by a third”

July 6, 2011

“The Crisis in Clean Energy”

July/August 2011

“SolarWorld shuts solar panel factory in California”

September 2, 2011

“Evergreen Solar files for bankruptcy”

August 15, 2011

“Solyndra to file for bankruptcy, lay off 1,100”

August 31, 2011

Why the clean energy economy is

underperforming

Preconditions for disruptive innovations have yet to occur

Disruptive innovations are necessary to achieve significant growth

New technologies have been deployed overwhelmingly by utilities.New products and services overwhelmingly ignore innovation theory.

3 ways new technologies enter market

Sustaining innovation

Within existing market and delivery structure

Regulatory fiat Policy mandates

Disruptive innovation

New customers or consumption occasions

Boeing 777, plasma TV

Smoke alarm, corn ethanol

Telephone, transistor radio, mobile phone, Japanese photocopiers

Economic growth potential

Sustaining innovation

Moderate, incremental

Regulatory fiat Moderate or negative

Disruptive innovation

Significant

Sustaining innovations

How deployed Within existing market and delivery structure

Customers Most demanding customers in industry

What they’ll pay for Improvements to incumbent systems along metrics they value

Capability: software upgrades

Ethical

Winning companies Incumbents


Cramming Deploying new technologies into incumbent models

Impact Not disruptive

New technology’s features a liabilityCompany tries to convince customers to change behavior or put up with something they don’t seem to want

even though they don’t work well in that model

Regulatory fiat

How deployed Regulation, legislation

Customers Subject of government mandate

What they’ll pay for What is required to complyDistinction between product mandate and performance mandate

Disruptive innovations

How deployed New platform

Customers Customer whose needs aren’t well met by incumbent offerings

Requirements Solves a problem for customers that incumbent solutions do not do well

New platform

Killer app

New location / context of consumption

Winning companies New entrants


Platform characteristics

Built on other platforms

Capable of more than one use

“Plug and play”

light bulb sockets, 120v outlets, USB

Examples:

well-defined interfaces

Microsoft Windows

Internet

Electric grid

Empower customers to do job in new context


















iPhone and App Store

GPS services

Calculator makers

Camera companies

CD and DVD manufacturersVideo camera companies

Map makers

Stopwatch makers

Compass makersLarge software companies

disruptive to –

Phone companies

Innovation checklist

What type of innovation?

Electric vehicle

In-home charging

In-home charging with –

rooftop solar PV

Solar farms

Home energy management system

in-home battery

Public charging stations


• Gas-fired peakers

• Smart meters

• Demand response

• Time of use pricing

• Electric vehicles


• Solar farms

• Utility-run home energy management

• Utility-scale Batteries

Cramming

Roadmap

Platforms

• Home Services Systems

• New type of distributed grid

Disruptive

Centered on Home Services Systems

Leverage energy data for new products and services

Similar to App Store model

Roadmap

Roadmap

• Vehicle charging in residential garage

• Natural gas grid

• Rooftop PV charging of vehicles

• Apartment building microgrids

• Home apps• Home health care

monitoring


What is the product?

Who is the target customer?

Where is the product deployed or used?Is the product deployed or used in a different location than the incumbent solution?

What job is the customer trying to get done with the product?What are the incumbent solutions?

What type of innovation is it?

Is the customer either a low-end customer or a new consumer of products that do this job?


What are the metrics of performance that are important to the most demanding customers in the industry?

How do target customers feel underserved by incumbent solutions?

Does the product have performance limitations compared to incumbent products?

How would the product provide superior performance in the area where the target customer feels underserved?

What refinements would be needed in the product to make it attractive to the mainstream market?



What is the new platform on which the product is deployed?

Which uses does the platform enable?

How does the product help customers do more easily and effectively what they were already trying to get done?


Does the product’s success depend on the customer changing behavior or adopting new priorities?

Consumer system architecture. Consumer system deployment 100 Chevy Volts Home services systems Sony, Intel, Best Buy Whirlpool Smart appliances Residential.

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