![Page 1: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/1.jpg)
www.esource.com
Dynamic Pricing for EnergyWhat are we so afraid of?
Melanie WempleResearch Associate, E Source
SWITCH
Tuesday, March 6, 2012
![Page 2: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/2.jpg)
www.esource.com || © 2011 E Source2
The Situation
Source: TreeFrogTreks.com
![Page 3: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/3.jpg)
www.esource.com || © 2011 E Source3
The Problem
Source: The VisionHelp Blog
3am 6am 9am Noon 3pm 6pm 9pm Midnight0369
1215
Price of Electricity Throughout the Day
Time of Day
Ce
nts
pe
r k
Wh
![Page 4: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/4.jpg)
www.esource.com || © 2011 E Source4
The Problem
≠
2 pm 10pm
![Page 5: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/5.jpg)
www.esource.com || © 2011 E Source5
The Problem
![Page 6: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/6.jpg)
www.esource.com || © 2011 E Source6
The Solution
3am 6am 9am Noon 3pm 6pm 9pm Midnight0369
1215
Price of Electricity Throughout the Day
Time of Day
Ce
nts
pe
r k
Wh
![Page 7: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/7.jpg)
www.esource.com || © 2011 E Source7
The Solution
Source: Mark Stivers
![Page 8: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/8.jpg)
www.esource.com || © 2011 E Source8
Highsatisfaction
Unfamiliar
ChoiceConsumer
Illustrates true costsReduces Demand
Confusing
Persistence
EducationProtections
Unfair
![Page 9: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/9.jpg)
www.esource.com || © 2011 E Source9
![Page 10: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/10.jpg)
www.esource.com || © 2011 E Source10
Sources: Bing Travel & Kayak
Flying
![Page 11: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/11.jpg)
www.esource.com || © 2011 E Source11
Source: Sfpark.org
Parking
![Page 12: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/12.jpg)
www.esource.com || © 2011 E Source12
Source: Department of Transportation & Transportation Alternatives
Driving
![Page 13: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/13.jpg)
www.esource.com || © 2011 E Source13
Source: Major League Baseball
Sporting Events
![Page 14: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/14.jpg)
www.esource.com || © 2011 E Source14
Source: Ticketmaster/Live Nation
Concerts
![Page 15: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/15.jpg)
www.esource.com || © 2011 E Source15
Source: TechnaBob.com
Coca-Cola
![Page 16: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/16.jpg)
www.esource.com || © 2011 E Source16
5am 8am11am 2pm 5pm 8pm
$2.50
$2.80
$3.10
$3.40
$3.70
$4.00
Dynamic Pricing for Gasoline
Monday - Friday Weekends & Holidays
Time of Day
Pri
ce p
er G
allo
nWhat’s next?
![Page 17: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/17.jpg)
www.esource.com || © 2011 E Source17
Source: shirt.woot.com
![Page 18: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/18.jpg)
www.esource.com || © 2011 E Source18
What’s next?
![Page 19: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/19.jpg)
www.esource.com || © 2011 E Source19
![Page 20: Dynamic Pricing for Energy: What are we so afraid of?](https://reader033.vdocuments.net/reader033/viewer/2022061219/54832c5db47959d30c8b49c2/html5/thumbnails/20.jpg)
www.esource.com || © 2011 E Source20
For More Information
Melanie Wemple
Research Associate, E Source
303-345-9149 [email protected]
Have a question? Ask our experts: www.esource.com/question