biz model fof smart energy glass
DESCRIPTION
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 glassTRANSCRIPT
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Smart Energy Glass
Jesús Enrique Tandazo Valencia A0093250M Navil Yorba Solis A0093574w Youssef Sekkat A0094351H Wang Xu A0103327U Jeroen Hubertus Gerardus Derks A0104628J
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1. •Smart Glass
2. •The technology
3. •Customers
4. •Value Proposition
5. •Value Capture
6. •Scope of Activities
7. •Strategic Control
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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
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Smart Energy Glass
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https://www.youtube.com/watch?v=yN0UfVy-gAI
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Smart Energy Glass
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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
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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
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3 different modes
Visual Light Transmittance
± 35 % ± 70 % ± 30 %
Maximum energy generating efficiency
50W/ m2 25W/ m2 60W/ m2
Opacity Modes
General solar panel efficiency: 130W/ m2
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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
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Customers
Buildings Non Residential
Offices
Wholesale & Retail
Educational
Hotels & Restaurants
Hospitals
Sports Facilities
Others
Residential
80% to 85% of the flat glass market corresponds to Buildings
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PEST Analysis
E
T S
P
Political • Government Support • Tax exemption scheme •Energy saving Regulations for office buildings
Economy • Market with great potential •Investment in green energy •Office buildings more likely for renovations
Social •Concept of green energy • Yearn for new technology to upgrade the lifestyle •Glass wrapped buildings everywhere
Technology •Revolutionary and user-friendly approach • easy to use: remote controlled, simple installation • Proven workable
SEG
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Office Buildings New buildings
Major renovations 40% of glass consumption worldwide
Our Target Market
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
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Where To Start ?
Europe
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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%
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The main legislative instrument in Europe is the 2002 Energy Performance 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 windows
Building 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 countries
Ambition is to see all EU buildings renovated between now and 2050
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What Other Potential Places?
Singapore
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Final Energy Consuption by sector
Why Singapore ?
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Solar PV systems
•Viable source of renewable energy
•Equatorial location of singapore
Energy consumed by the buildings
•30% to 50% is from cooling system
new 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 Singapore's target of greening 80 per cent of building stock by 2030
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Where Else?
India
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Why India?
Buildings in India consume about 20% of the country’s total electricity
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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 compulsory
Most green buildings in India are coming up in Mumbai and Chennai. Mumbai, being the financial hub of India, is more preferred by large MNCs, especially financial conglomerates
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And Eventually…..
The World
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Isolated Smart glass
Solar protection (SP) 10 to 50
Switchable Smart Glass (clear/opaque)
Electrical switch to switch modes
Direct Competitors
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Control the amount of Sunlight entering the office
Added aesthetic value to the office
Different Colors & material selection
Electrical or manual models
Secondary Competitors
Sound proof
Fire Resistant
Solar control
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Solar cells
Reduced Dependence on Fossil Fuels
Environmental Advantages
Indirect Competitors
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We combine the best out of 3 products:
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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!
Peer+
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Comparative Pricing
Standard isolation glass
HR++ Sunblocking glass
Peer+ Smart Energy glass
Features Standard insulation
• Insulation • Sun reflecting
• Controllable opacity
• Filters sunlight • Generates
electricity
Price S$ 50/ m2
S$ 140/ m2
S$ 160/ m2
Payback time 0 More than 10 years • 5-9 years • 3-5 years with
government support
• Even less with use of energy surplus
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Low
High
Average
Peer+
HR++ Viridian
Smart Glass International Pro Display
Automatic Blinds Conventional Blinds
Market Comparison
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Market Comparison
Viridian
Automatic blinds
Conventional blinds
Prodisplay
Smart Glass International
Expensive
High Efficiency
Hr++
Peer+
Low Efficiency
Cheap
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2 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
Method Of Value Capture
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Short-term Strategy
Renovation firm
Building contractors
Agreements with glass manufacturers
Peer+ sell the SEG to companies for their office buildings, sometimes through renovations companies or building
manufacturers
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Long-term Strategy
Renovation firm
Building contractor
Glass manufacturers Pay a commission to Peer+
for each SEG sold
Final customer Companies’
office buildings
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Cost Structure
Mainly R&D
Manufacturing (during the
first stage of the launch)
Promotion and Marketing
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Scope Of Activities-R&D
Peer+ located at TU/e campus
Many TU/e lab facilities:
Chemical synthesis
Optical characterization
Test facades
Closely 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
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Scope Of Activities-Operation & Marketing
Glass Manufacturers
Building Contractor
Renovation Firm
Final Customer
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First entrant : first smart glass with energy saving feature
Strategic Control: how to sustain profitability?
-> Peer+ has already planned future versions of the SEG
-> Not sufficient
Patents to protect the technology
R&D: Continuous improvements to always have a better product
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