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Biz Model fof Smart energy glass


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my students use ideas from my class on business models to develop a business model for smart energy glass from Peer+. Users can control the amount of light transmitted through the glass and thus the amount of heat admitted to the building. In addition, the glass converts some of the light into electricity. The slides describe the value propositions for various types of customers/applications including office and residential buildings. the slides also discuss methods of value capture and strategic control for the smart glass

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Biz Model fof Smart energy glass

  1. 1. Smart Energy GlassJesús Enrique Tandazo Valencia A0093250MNavil Yorba Solis A0093574wYoussef Sekkat A0094351HWang Xu A0103327UJeroen Hubertus Gerardus Derks A0104628J
  2. 2. 1. •Smart Glass2. •The technology3. •Customers4. •Value Proposition5. •Value Capture6. •Scope of Activities7. •Strategic Control
  3. 3. Windows Windows are a two-way street regarding efficiency We need them for light, fresh air, beauty, and connection to the outdoors But they are a hole in the wall as energy is concerned
  4. 4. Smart Energy Glass
  5. 5.
  6. 6. Smart Energy Glass
  7. 7. Smart Energy Glass Peer+’s Smart Energy Glass  Changes opacity  Filters sunlight  Reduces energy costs of solar over-exposure  Generates electricity from the blocked sunlight
  8. 8. The Technology Incident solar radiation enters glass Within the glass there is an active SEG layer that switches the state (opacity) of the glass The SEG layer scatters the light to the edges of the window Photovoltaic cells capture the energy
  9. 9. Opacity Modes3 different modes Visual Light ± 35 % ± 70 % ± 30 % TransmittanceMaximum energy generating 50W/ m2 25W/ m2 60W/ m2 efficiency General solar panel efficiency: 130W/ m2
  10. 10. Technology Value Proposition Increased user comfort  Controllable shading reduces glare  Instant switching response Energy saving  Reduce cooling load without increase in lighting  Energy harvesting gives autonomous power supply  The energy surplus will be used for lighting and ventilation Easy use  Remote controlled  Simple installation
  11. 11. Customers 80% to 85% of the flat glass market Offices corresponds to Buildings Wholesale & Retail Educational Non Residential Hotels & Restaurants Buildings Hospitals Sports Facilities Residential Others
  12. 12. PEST AnalysisPolitical Economy• Government Support • Market with great potential• Tax exemption scheme •Investment in green energy•Energy saving •Office buildings more likelyRegulations for office P E for renovationsbuildings SEG TechnologySocial S T •Revolutionary and•Concept of green energy user-friendly approach• Yearn for new • easy to use: remotetechnology to upgrade controlled, simple installationthe lifestyle • Proven workable•Glass wrapped buildingseverywhere
  13. 13. Our Target Market Office Buildings  New buildings  Major renovations  40% of glass consumption worldwide  Lot of glass  Interested in green energy  Interested in energy saving  Mostly under legislation about energy performance  Aware about their footprint in the world  Support from the government  The south side of the building has to have most of the glass
  14. 14. Where To Start ?Europe
  15. 15. Why Europe? Aware about their footprint  Over the last 20 years in Europe electricity consumption in European non-residential buildings has increased by a remarkable 74%
  16. 16. The main legislative instrument in Europe is the 2002 EnergyPerformance in Buildings Directive (EPBD) and its 2010 recast•Setting up EU–wide nearly Zero Energy Buildings requirements•When existing buildings undergo ‘major renovation’, their energy performance should be upgraded.•Insulating glass for the windowsBuilding glass market•renovation of existing stock , represent the vast majority of buildings and the biggest potential in energy savings.•European coated glass market: 175 million euros, +15% per year!Government support•EU structural funds and resources from other EU and international sources are also available for renovation works, particularly in the Central and East region countries•Specific support depending on each of the countriesAmbition is to see all EU buildings renovated between now and 2050
  17. 17. What Other Potential Places? Singapore
  18. 18. Why Singapore ?  Final Energy Consuption by sector
  19. 19. Solar PV systems•Viable source of renewable energy•Equatorial location of singaporeEnergy consumed by the buildings•30% to 50% is from cooling systemnew legislative requirements•minimum Green Mark standard when a cooling system is installed or changed•submit energy audits on the cooling system once every three years as well as energy consumption data every year•Branching with BCA to promote sustainability such as reducing water and energy consumption by adopting best practices in environmental design.New regulatory measures with the old one will help meet Singapores target ofgreening 80 per cent of building stock by 2030
  20. 20. Where Else? India
  21. 21. Why India? Buildings in India consume about 20% of the country’s total electricity
  22. 22. The green rating systems followed in India are•LEED India- administered by the Indian Green Building Council (IGBC);•GRIHA -Green Rating for Integrated Habitat Assessment developed by TERI (The Energy and Research Institute)Market•Solar-powered equipment and applications would be made compulsory in all government buildings, as well as hospitals and hotels.•The construction industry growing at rate of 10% compared with the world average of 5.2%Government support•Launched the Energy Conservation Building Code (ECBC) under the National Building Codes and Standards•Is voluntary not yet compulsoryMost green buildings in India are coming up in Mumbai and Chennai. Mumbai,being the financial hub of India, is more preferred by large MNCs, especiallyfinancial conglomerates
  23. 23. And Eventually….. The World
  24. 24. Direct Competitors Isolated Smart glass  Solar protection (SP) 10 to 50 Switchable Smart Glass (clear/opaque)  Electrical switch to switch modes
  25. 25. Secondary Competitors  Control the amount of Sunlight entering the office  Added aesthetic value to the office  Different Colors & material selection  Electrical or manual models Sound proof Fire Resistant Solar control
  26. 26. Indirect Competitors  Solar cells  Reduced Dependence on Fossil Fuels  Environmental Advantages
  27. 27.  We combine the best out of 3 products:
  28. 28. Peer+ Switchable Smart glass (dark/bright/privacy) Windows delivered in any desired color Autonomous power supply (integrated solar cells) Wireless Installation  Energy generated within the glass will power the switching and the remote control receiver Only window with Payback!
  29. 29. Comparative Pricing Standard isolation HR++ Peer+ Smart glass Sunblocking glass Energy glassFeatures Standard • Insulation • Controllable insulation • Sun reflecting opacity • Filters sunlight • Generates electricityPrice S$ 50/ m2 S$ 140/ m2 S$ 160/ m2Payback time 0 More than 10 years • 5-9 years • 3-5 years with government support • Even less with use of energy surplus
  30. 30. Market ComparisonHigh Peer+ HR++ Viridian Smart GlassAverage International Pro Display Automatic Blinds Conventional BlindsLow
  31. 31. Market Comparison High Efficiency Peer+ Hr++ Viridian Smart Glass InternationalCheap Expensive Conventional Prodisplay blinds Automatic blinds Low Efficiency
  32. 32. Method Of Value Capture2 strategies: • Short-term strategy: the SEG is unknown, so Peer+ has to sell directly the product to: • companies that want to build/renovate their office buildings • Renovation companies and building contractors • Long-term strategy: Glass manufacturers pay Peer+ for the use of the SEG technology. They pay a commission for each SEG sold
  33. 33. Short-term Strategy Renovation firm Building contractors Peer+ sell the SEG to companies for their office buildings, sometimes throughAgreements with glass renovations companies or building manufacturers manufacturers
  34. 34. Long-term Strategy Renovation firm Building contractor Final customer Companies’ office buildings Glass manufacturersPay a commission to Peer+ for each SEG sold
  35. 35. Cost Structure Manufacturing (during the Promotion andMainly R&D first stage of Marketing the launch)
  36. 36. Scope Of Activities-R&D Peer+ located at TU/e campusMany TU/e lab facilities: Chemical synthesis Optical characterization Test facadesClosely related research area’s: Solar concentrator and LC Intelligent facades Light institute In close collaboration with: MiPlaza of Philips Research Dutch Polymer Institute - Value Centre Chemical industry
  37. 37. Scope Of Activities-Operation & Marketing Renovation Firm Glass Final Manufacturers Customer Building Contractor
  38. 38. Strategic Control: how to sustain profitability? First entrant : first smart glass with energy saving feature-> Not sufficient Patents to protect the technology R&D: Continuous improvements to always have a better product-> Peer+ has already planned future versions of the SEG