As utilities begin to rollout advanced metering initiatives, customers will be offered multiple choices when it comes to electricity offers, home energy technologies and rate plans. The success of a smart grid will in part rely on how much value these choices create for customers.

KEMA has completed its First to Market research study, which examined residential customer awareness, acceptance and value of “smart energy” offerings. Through customer and vendor survey data with expert analysis, KEMA identifies 10 key customer themes and views from across North America and forecasts smart energy adoption in Texas—the US state that has taken a market leadership position.

Key report findings include:

• Level of customer awareness and interest
• Value propositions of the smart energy market
• Customer value key drivers
• Ways to attain smart energy offers savings
• Smart energy offers adoption projections
• Information on the provider landscape
• Most compelling smart energy offers

According to KEMA’s Taff Tschamler, Director of Retail Energy and primary author of the study, “The success of smart grid relies in part on the value it creates for customers and their acceptance of the technologies and offers it will likely create. Our analysis makes clear that smart grid in a highly competitive electricity market such as Texas will offer customers many choices.  However, providers of smart energy offers have a long way to go to fully engage customers.  One important conclusion of the project is that there is significant inertia among small electricity customers that must be overcome to fully realize the benefits.”

A summary report of the study is available for download at: www.kema.com/first2market