airtricity by twenty_twenty submission
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Innovation College Class Project & Presentation for Airtricity, Renewable Energy CompanyTRANSCRIPT
2020 InnovationRory FineganGerry CassellsBrian Andrews
Maria DoyleBrid Considine
Brendan Maguire
◦
Eirtricity founded in 1997 by Eddie O'Connor
Renamed Airtricity in 2002
•
Sold
in 2008 for over €2billion•
Owned by Scottish & Southern Energy, SSE•
Supplying Gas as well as Electricity since May 2010 •
300 staff,
375,000 Irish residential customers
◦
Projects across Ireland,
U.K., Europe and China
•
Mostly onshore and offshore wind farms but also hydro, marine, biomass and solar projects
◦
To provide the energy people need in a reliable and sustainable way
◦
Large player committed to renewable energy generation, profits circa €2billion p.a., investment in renewable energy projects of approx. €1billion p.a.
◦
Interested in buying the ESB and Bord Gais if Irish government will sell
Peak Demand in Ireland is
approx. 5,000MW
Renewable Sources approx. 14%, mostly wind
Deregulation achieved during 2011
Target is that 40% of electricity consumed in Ireland is from renewable sources by 2020
Irish Electricity Market Size
Source CER June 2010
Consumer Market Share
◦
Wind Power, Onshore and Offshore Wind FarmsJune 2010 1,379 MW Wind capacity installed.
Potentially 6,000 MW Capacity by 2020
◦ Hydro PowerGov. incentives to build hydro power plants
◦ Tidal and Wave PowerTargeted 500MW of ocean energy by 2020
◦ Geothermal EnergyHeat stored in the ground
◦ Solar EnergyTransform energy into heat with high insulation
◦ Biomass,Wood, Animal Waste
◦
Bio-fuelBiomass upgraded to provide bio-energy. Wood Pellets, Straw
Renewable Energy Sources
Political
Government
target of 40% of electricity needs from renewable energy by 2020
Renewable energy sources part of strategy to reduce Co2 emissions
Security of supply, less reliance on oil
Economic
Fully deregulated market may attract new entrants into Supply market
Cost of Renewable energies more expensive than conventional sources
Cost of grid connections
Sociological
Opposition in some areas to wind turbines
Attitudes to green agenda
Technological
R&D activity
Rate of change in alternative renewable technologies
Energy management for consumers
Environmental
Global warming
Renewable technology seen as green technology
Legal
EU directives & legislation
Commission for energy regulation responsible for open market in electricity
Airtricity PESTLE Analysis
EU Commission
Energy
Dept of Communications,
Energy & Natural Resources
Environmental Lobbyist
Organisations
Commission for Energy Regulation
Suppliers: ESB, Airtricity, Bord
Gais
Peer Groups (Environmental)
Families & Businesses
Pyramid of Influences
Market Segmentation
40 year old family
man, budget
conscious, looking
for competitive deals
from household
utility suppliers.
Point of View
Good value for money
Have to budget carefully
Holidays in Ireland
At least we can afford our houseDavid, 40 husband & father
Spending time with My kids
Renewable Sources, huge potential for
innovation in the energy generation part of
the business, quite technical.
Products, requirement for innovative sales
and delivery strategies to compete for and
retain customers in the deregulated market.
Our Innovation Approach for Airtricity
Customer Deposits
Invested in Renewable Energy
Interest set off against bills
€20k invested = free electricity
Airtricity Financial
Joint initiative with National Lottery
“The Green Card”
Profits invested in Green Energy Projects and R&D
Propel Ireland to become a world-
leader in Green Energy
Airtricity Green
Managing Energy
Requirements for large
campus businesses
Airtricity Energy Management
IBM Dublin
Utilising peatlands
through Ireland.
Generate electricity
on a large scale.
Airtricity Geothermal
Allow 1% of bill to
invest in renewable
energy in lesser
developed
organisations. Output
free of charge to users
e.g. Hospitals, Schools
Airtricity 3rd World
Airtricity Automotive
Electric car rental in urban areas.
Joint venture with an electric car manufacturer.
Consolidate Airtricity’s image as the leading supplier of providing electricity by renewable energy sources.
Airtricity Renewables
Generate electricity with use of wind turbines and solar power in the community. Partnerships with householders, businesses and community groups.
Excess surplus sold onto National Grid through smart meters.
Installation costs offset by the price of surplus electricity.
Focus Group
Focus Groups
Class participants involved in Focus Groups on Innovative Airtricity Products
Airtricity Financial
Customer Deposits
Invested in Renewable Energy
Interest set off against bills
€20k invested = free electricity
Focus Group
Airtricity
Recommendations◦
Airtricity Financial
◦
Airtricity 3rd
World
◦
Airtricity Automotive
2020 InnovationRory FineganGerry CassellsBrian Andrews
Thank You30th
March 2011