This presentation won the "Change in Action" 2010 Case Competition conducted by the IE Business School for the April 2011 intake. Information for internal use only.

1. Group:
Davinci,
A1
Change
in
Ac5on
2010
Case
Compe55on.
IE
Business
School.
June
2010

2. The
Challenge
MW
H
Electric
Consump5on
in
Spain
Industry
Services
Households

3. Overview

4. Car
Government
Influence
Demand
Manufacturers
• Subsidies
and
credit
lines
Incen5ves
/
Regula5ons
• Innova5on
• Charging
Infrastructure
• Market
Leaders
• New
Standards
GOVERNMENT
HOUSEHOLDS
GENERATION
TRANSMISSION
RETAILERS
CONSUMERS
(REE)
(New
Players)
Buyers
&
Sellers
DISTRIBUTION
Save
Energy
and
$
Monitor
consump5on
Siemens
Smart
Devices
(Gadgets)
GE
Op5mized
Energy
Flow
Other…
(New
Players)
Informa5on
Flow
Consumer
Behavior

5. The
Business
Model

6. Source:
Roland
Berger,
April
2010

7. 4,000
€
Difference
to
Gasoline
(2020)
2,000
€
Willingness
to
spend
more
for
EV
Source:
Roland
Berger,
April
2010

8. 1.
Smart
Grid
Plug
In
Buy
and
Sell
of
Energy
2.
Financial
Services
Ba_ery
leases,
Insurance,
Warran5es

9. But
how?

10. WWGD?
What
Would
Google
Do?
Or
What
Google
is
already
doing!

13. “Our
vision
is
that
one
day
millions
of
cars
will
be
plugging
into
a
greener
grid.”
www.rechargeit.org

14. Transparent!
ANYWHERE,
ANYTIME
what
you
BUY
and
what
you
SELL

15. Free!
Except
energy
itself,
of
course
Monitor
all
your
consump5on
metrics
for
no
cost

16. Easy
&
Flexible!
You
simply
choose
what
to
do

17. The
Marke5ng
Message

18. Be
in
the
grid

19.
OEM,
New
Players:
Increase
revenues
New
Products,
Subsidies/
Technology,
Market
growth
opportunity
incenDves
Research
Consumers

20. Func5onality
+
Flexible
(Energy)
&
Informa5ve
(Smart)
“beyond
a
car”
Cost-­‐Efficiency
“Investment”
instead
of
“Expense”

21.
Ques5ons?