Storage Meets Solar 2.0

Transcription

1 Elenathewise - Fotolia.com malp - Fotolia.com Sergey Nivens Storage Meets Solar 2.0 Primary Research Insights on German PV Customers Exclusive Webinar for members of

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3 Agenda A. About EuPD Research B. Data sources C. Criteria for selecting a storage brand D. Understanding the customers needs E. Marketing strategies Speaker: Saif Islam Senior Consultant EuPD Research 3

4 About EuPD Research 4

5 EuPD Research: The B2B Specialist for International Market Research Fotolia.com Exclusive Services PV-Reports Certifications Customer Satisfaction Market Analyses Storage Workshops Price Analyses EndCustomer Monitor Global PV Installer Monitor Business and Industry Monitor Top PV Supplier Top Brand PV Customer Satisfaction Seal very good (1,4) 5

6 EuPD Research: References (Extract) 6

7 Data sources 7

8 Data basis EndcustomerMonitor 7.0 Users of the photovoltaikforum 776 private PV owners ( ) and planners Field phase: June/July 2017 System size mostly >3 to 40 kwp Focus: Battery storage and additional features Business and Industry Monitor companies with a PV system Field phases July-Oct. 2016, May-Aug System size mostly 30 to 250 kwp Focus: Return on invest expectations 8

9 Criteria for selecting a storage brand 9

10 Criteria for selecting a storage brand Battery lifetime (charge cycles) and guarantees are the main factors why PV end customers would choose a certain storage brand Source: EuPD Research 2017 How important are the following criteria when selecting a storage brand? (Averages) 1 = very important, 5 = not important at all Battery lifetime / charge cycles (n=242) Guarantee (n=238) Efficiency (n=241) Service features (n=232) Recommendation by installer (n=231) Depth of discharge (n=233) Attractive price (n=242) Test reports (n=227) Seal of quality (n=225) Location of manufacturer (n=232) Brand image (n=228) Recommendation by acquaintances (n=199) Advertisement (n=209) 10

11 Criteria for selecting a storage brand The installer s recommendation is the most important criteria when selecting a storage provider Source: EuPD Research 2017 Please rank the following criteria in order of how important they were in your decision for your storage brand (Top 3) Recommendation by installer 23 Guarantee Technical specifications Attractive price 10 Service features 8 Recommendation by acquaintances Product availability Seal of quality Location of manufacturer Rank 1 Rank 2 Rank 3 n=39 11

12 Understanding the customers needs 12

13 Understanding the customers needs Emergency powers is the main feature a storage system should offer. Nearly half of the PV end customers mentioned this criteria Which additional features should a storage system have? Source: EuPD Research 2017 Emergency power 46% Online portal for system monitoring Remote servicing Uninterruptible power supply 36% 38% 40% Various smart home interfaces Option to connect more than one plant Individually adaptable evaluation Compatability with electric vehicle 33% 31% 30% 29% Weather forecast 25% Adjustable minimal charge level Matching electricity products Additional revenue via control energy 20% 20% 20% Community offers 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% n=253 13

14 Understanding the customers needs Despite PV end customers believing that additional features for storage systems are important, many think the offers lack transparency How much do you agree with the following statements about additional electricity services? Source: EuPD Research 2017 By now battery storage should offer more than just buffering solar electricity. 33% 21% 19% 8% 8% 12% Offers like this are clearly a competitive advantage. 17% 20% 22% 12% 7% 23% I think these offers lack transparency. 17% 21% 21% 10% 10% 21% I have not looked into such offers at all so far. 20% 7% 15% 12% 32% 15% I entirely agree No response I do not agree at all n=337 14

15 Understanding the customers needs For a majority of sonnen, Senec and E3/DC customers, the additional features the providers offer were crucial when choosing the brand Source: EuPD Research 2017 Do you take part in sonnen Community / Zero / Senec.Cloud or Econamic Grid? Was this offer crucial for your decision in favor of the supplier? 3% 5% 26% 33% 59% 74% Yes No Was/is not available to me No response n=78 Yes No n=46 15

16 Understanding the customers needs Over the years, self-consumption has gained in importance for PV business customers, whereas return-on-invest is not as important as it used to be Source: EuPD Research 2017 What were your main motives for installing a PV plant? (Reason named first) Time of installation 70% 60% 59% 63% 50% 47% 40% 40% 30% 29% 20% 22% 18% 10% 8% 12% 5% 0% All (n=308) Installation until 2011 (n=98) Installation 2012 until July 2014 (n=45) Installation August 2014 until April 2016 (n=74) Installation May 2016 until March 2017 (n=91) Self consumption Return on invest 16

17 Understanding the customers needs Next to self-consumption, an uninterruptible power supply is most crucial for PV business customers Source: EuPD Research 2017 Which of the following applications / functions of battery storage is of relevance for your company or will be in the near future? (Multiple response) Increasing self consumption of PV electricity 49% Uninterruptible power supply E-mobility 38% 37% Emergency power 30% Peakshaving 22% Other 2% None of these are of interest for us 13% No response 3% 0% 10% 20% 30% 40% 50% 60% n =

18 Understanding the customers needs Financial factors are essential when PV business customers consider investing in energy storage. Also, retro-fit offers a lot of potential for battery systems 1 Source: EuPD Research 2017 How do the following scenarios influence your decision to invest in storage? Please state under which circumstances you would be most likely to invest in a storage unit? Average rank Should profitability improve Should prices decrease When the system runs out of FiT Shoud efficiency improve Should durability improve Should the systems need less space Should security improve n = 98 18

19 Marketing strategies 19

20 Marketing strategies More than half of the PV end customers and planners have taken notice of advertisement for battery storage systems Have you noticed any advertising for battery storage recently? Source: EuPD Research 2017 Where have you noticed the advertising? (Multiple response) 3% Specialized websites Other websites 36% 49% Television 26% 38% Facebook Flyers YouTube 16% 13% 10% 59% Radio Google Ads Outdoor advertising E mail / newsletter Google+ Print media 9% 7% 7% 6% 4% 3% Yes No No response n=776 0% 20% 40% 60% n=454 20

21 Marketing strategies Both Tesla and Mercedes-Benz are the two most noticed brands among PV end customers and planners when it comes to advertisement for energy storage systems Source: EuPD Research 2017 Which company's advertising have you noticed? (Multiple response, Top 5) Did you research further information because of the advertising? Tesla 49% 25% Mercedes-Benz Energy 36% 45% sonnen 35% 8% innogy 27% 22% E3/DC 24% 0% 20% 40% 60% n=454 Yes, about storage in general Yes, about the manufacturer Yes, about both No n=454 21

22 Summary 22

23 Summary Business and industry customers find the recommendation of the installer most important when choosing a storage brand. End customers are interested in additional electricity services; however, often think that they lack transparency. For end customers, who chose a storage brand distinctly offering electricity services, these products were crucial for their decision. Advertisement of storage companies was perceived by end customers, leading many of them to further research. 23

24 Contact EuPD Research Sustainable Management GmbH Adenauerallee Bonn Telephone +49 (0) Fax +49 (0) Contact Saif Islam 24

25 Disclaimer Thank you very much! Disclaimer NEITHER EUPD RESEARCH SUSTAINABLE MANGEMENT GMBH NOR ANY OF ITS EMPLOYEES MAKES ANY WARRANTY, EXPRESS OR IMPLIED, OR ASSUMES ANY LEGAL LIABILITY OR RESPONSIBILITY FOR THE ACCURACY, COMPLETENESS, OR USEFULNESS OF ANY INFORMATION, PRODUCT, OR PROCESS DISCLOSED. THIS PRODUCT WAS PREPARED USING PROFESSIONAL METHODS AND WITH GREAT CARE, TAKING ACCOUNT OF RELEVANT LEGISLATION. THE DATA CONATINED IN THIS PRODUCT IS BASED ON SURVEYS OF SAMPLE POPULATIONS, CONDUCTED USING STANDARD STATISTICAL METHODS. AS SUCH, THE STUDY IS SUBJECT TO A CERTAIN STATISTICAL ERROR RATE AND IS BASED EXCLUSIVELY ON THE FACTS WHICH WERE AVAILABLE AT THE TIME OF THE SURVEY.THE AUTHORS MAKE NO GUARANTEES THAT ANY DECISION BASED ON THE INFORMATION PROVIDED WILL BENEFIT YOU IN SPECIFIC APPLICATIONS, OWING TO THE RISK THAT IS INVOLVED IN DECISION-MAKING OF ALMOST ANY KIND. REFERENCE TO ANY SPECIFIC COMMERCIAL PRODUCT, PROCESS, OR SERVICE BY TRADE NAME, TRADEMARK, MANUFACTURER, OR OTHERWISE DOES NOT NECESSARILY CONSTITUTE OR IMPLY ITS ENDORSEMENT, RECOMMENDATION, OR FAVORING BY EUPD RESEARCH SUSTAINABLE MANGEMENT GMBH. OUR SALESPEOPLE, RESEARCH ANALYSTS, AND OTHER PROFESSIONALS MAY PROVIDE ORAL OR WRITTEN MARKET COMMENTARY TO OUR CLIENTS THAT REFLECT OPINIONS THAT ARE CONTRARY TO VIEWS AND OPINIONS EXPRESSED IN THIS PUBLICATION. THE VIEWS AND OPINIONS OF AUTHORS EXPRESSED HEREIN DO NOT NECESSARILY STATE OR REFLECT THOSE OF EUPD RESEARCH SUSTAINABLE MANGEMENT GMBH. NO PART OF THIS PUBLICATION MAY BE COPIED OR DUPLICATED IN ANY FORM BY ANY MEANS OR REDISTRIBUTED OR PUBLISHED WITHOUT THE PRIOR WRITTEN CONSENT OF EUPD RESEARCH SUSTAINABLE MANGEMENT GMBH. UNAUTHORIZED COPYING OF THIS PUBLICATION IS CONSIDERED A BREACH OF COPYRIGHT. EuPD Research Sustainable Management GmbH Adenauerallee 134 D Bonn Telephone +49 (0) Fax +49 (0) welcome@eupd-research.com Contact Markus A.W. Hoehner CEO 25