"Consumers must be motivated for DR"

smartelectricnews.com Special - Interview with Petri Trygg, Researcher, Institute of Power Engineering, Tampere University of Technology

Specialists recommend a thorough study or an insight into customers' requirements and behaviour before involving them for DR programmes right from the pilot/ test phase for any project.

Be it for what customers care about and what their "need drives" are (is it the environment-related or financial savings or social responsibility); a lot of introspection is required before one factors these into a communication and implementation strategy and starts reaching out to the customers. There are initiatives or rather new precedents taking place in a market like the US where the electric utility industry is testing the response of residential customers to different innovative pricing options under one programme to test an advanced metering technology. The consumer is checking out pricing options that could assist them in curbing their monthly bills by better controlling their power consumption.

Assessing such approaches, Petri Trygg, Researcher, Institute of Power Engineering, Tampere University of Technology, says, "I think it heavily depends on the issue [being] studied. In general, consumer´s attitude towards electricity must be quite uninterested [one]."

Trygg, who is also MD of PowerQ Oy, Finland, a company specialising in metering information analysis e.g. power quality monitoring and web-applications, pointed out that in Finland, price difference of electricity between different companies is few hundred Euros.

"In DR, potential of savings must be quite high to really boost usage of it in real life situations compared to simulations," said Trygg, who is scheduled to speak during Intelligent Demand Response for Electricity Summit 2009, to be held in Amsterdam on 28-29 January 2009.

Through pilot programmes, companies or utilities are looking to get an insight into how consumers react to pricing information. They also want to learn whether consumers alter their usage habits, potentially resulting in lower energy costs, achieving energy efficiency gains and a reduction in the amount of kilowatts.

But Trygg categorically says before all this consumers should be informed first about the test and recommends communicating with them on a regular basis. "Like in medicine development using placebos for comparison group. Then comparing the different situations. Alternative with different compensation levels," Trygg told smartelectricnews.com.

On how the government/ state authorities and other organisations can get an insight into how consumers react to pricing information or any initiative, Jessica Stromback of VaasaETT Global Energy Think Tank recently told smartelectricnews.com: "Well, the very best way of course is to try them - and like the Canadians try a variety of possibilities so that you can build on previous knowledge and create real comparisons. You not only learn about how your customers' would react but also what such measures would really require in reality from your utilities, regulators, grid operators… If you don't have the budget for a pilot study - ask them."

It is also critical to remember that most consumers know almost nothing about the industry and they may not understand the ramifications of their answers. As Jessica says, for example, most customers that are asked if they would like to have "accurate billing" rather than the widely used estimated bills, say yes – until they are informed that their winter electricity bills may double. Therefore, the questionnaires must be carefully designed.
"A third method, which should not be forgotten and is always an important first step - is to review the excellent pilot studies that have already been done all over the world," says Jessica.

On the same, Trygg said, emphasis should be given to price difference for electricity versus amount of changes.

"Consumer must be motivated for DR. And for finding out the motivating compensation study of the electricity sales price differences versus the rate of consumer changing the sales company should be done locally in the markets DR is designed," said Trygg.

On inducing a change in consumers' usage habits, Trygg said the approach would depend upon the market.

"In Finland, the main factor is the compensation to the consumer. Also knowledge that high demand situations require more polluting energy production may influence some of the customers. So by reducing peak loads only polluting production is limited and renewable is kept going. Cheaper "green" tariffs are also key to success. Currently, they are more expensive and this is not motivating consumers."

With reference to a "smart meter" getting installed at each participant's residence (for a pilot study) to measure electricity use at hourly intervals and transmit usage data each day through a wireless communications network, Trygg says in any case AMR is the solution also for DR.

"But alternative and independent models also exist. In critical network situations, frequency based DR is also new possibility. Customer behaviour is dependent on price differences also. Also, predictability of prices in each hour is key in changing the load profiles," said Trygg.

Intelligent Demand Response for Electricity Summit 2009

Petri Trygg, Researcher, Institute of Power Engineering, Tampere University of Technology is scheduled to speak during Intelligent Demand Response for Electricity Summit 2009, to be held in Amsterdam on 28-29 January 2009.

For more information, click here: www.smartelectricnews.com/demand08

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Smart Electric News,
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