Value Proposition canvas- Customer needs and pains
20110817 icontrol english_combined
1. An Analysis of Demand Side Management
Aug 17, 2011
ⓒ 2011 insprout Corporation.
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2. Table of Contents
1st Part: Introduction
Introduction
Our Focus in the Technological Domains of Smart Grid
Demand Side Management
Big News!
2nd Part: 1st Case Study
People Power
3rd Part: 2nd Case Study
iControl Networks
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3. Introduction
Purpose
-In the previous research, we identify the business opportunities in
Demand Side Management (DSM) that include the Energy
Management Services (EMS) and Advanced Metering Infrastructures
(AMI) & Field Area Network (FAN).
-In this research, we will deeply take a look at the structure of these
technological domains, and pick up & analyze some companies
active in these domain as case study.
Methodology
-We will present an diagram of Demand Side Management,
identifying each technological component within the system.
-We will then pick up some companies that are actively doing
businesses within these fields to get case studies for Japanese startups.
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4. 2．Our Focus in the Technological Domains of Smart Grid
Generation Transmission Distribution Consumption
1 2 3 Energy Consumption
Energy Production Monitoring&Control of System Power Supply
1） Renewable Energies 4） Wide Area Monitoring System 5）Distribution Automation 6） EMS
2） Alternative Energies 7） EV
4
Effective Operation of System Power Supply
3）Fossil Fuel Efficiency 8） Recycle
10）Superconducting Transmission
9） Energy Saving
11） Power Electronics Applied Equipment
5
Advanced Interface Technologies
12） AMI / FAM
13） Power Conditioner Technologies
6
Energy Storage
14） Energy Storage Technologies
4 ⓒ 2011 insprout Corporation.
※Classifications are based on Japan’s New Energy and Industrial Technology Development Organization (NEDO) “Renewable Energy Technology White Paper 2010.” All rights reserved
5. 2．Detailed Descriptions of DSM Domains
Technological
Description
Domain
Process of managing the consumption of energy, generally to
③Energy Consumption
6) EMS Technologies
optimize available and planned generation resources.
It includes HEMS, BEMS, FEMS, and Demand Response.
AMI refers to a system that integrates smart meter and various
⑤Advanced Interface
control devices for energy management. FAN is a network that
Technologies
12) AMI / FAN bundles multiple smart meters and connects to public
communication lines.
5 ⓒ 2011 insprout Corporation.
※Classifications are based on Japan’s New Energy and Industrial Technology Development Organization (NEDO) “Renewable Energy Technology White Paper 2010.” All rights reserved
6. 3．Structure of DSM
Block Diagram
Demand Response Network Household
Power Company Energy
Business Generator
AMI HEMS Household
System
Controller Devices
Distribution Energy
MDMS Concentrator Communication
Storage
Automation
System Building/Commercial/Industrial
Energy
Generator
Measure
Control
Gas Company
BEMS/FEMS Household
Controller Devices
Service Energy
Provider Storage
System Structure Wired/Wirelsss
Communication
Unit MDMS Smart Meter
EMS Controller
Concentrator 6 ⓒ 2011 insprout Corporation.
※Source: “Technologies and Standardization of Smart Grid” published in 2010 by Japan Standard Association All rights reserved
7. 3．Structure of DSM
AMI assumes communications among Smart Meter, Service Providers
including utility companies and Energy Management System placed in the
demand side.
Between service providers and consumers AMI provides information to
various systems through Meter Data Management System (MDMS). For
example, billing automation system, distribution automation system are done
through AMI.
The introduction of AMI makes it possible to
measure power consumption real time.
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8. 4．Big News!
California PUC adopted the world’s first comprehensive set of rules
to ensure that consumers can access the detailed energy usage data
gathered by their smart meter. This decision calls for:
1. Web Presentment
-Utilities must provide via their websites such information as detailed energy usage.
2. Tier Alerts
-When customers move from one price tier to the next, the utilities are to provide notification.
3. Rate Option Calculator
-Help consumers understand whether they would save money by switching to a time-of-use rate.
4. Real-time Data
-Decision requires them to file plans that “include an initial phase with a rollout that enables a
minimum of 5,000 HAN-enabled devices to be directly connected with smart meters.
5. Third-Party Data Service
- Consumers can authorize third parties to receive their backhauled smart meter data directly from the
utility to support services such as energy efficiency. Will use OpenADE as standard.
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9. 4．Big News! ~OpenADE (Automated Data Exchange)
How the Open Automated Data Exchange communication standard works
Utility Data Center Authorized Third Party
Meter Utility Utility Open
Open Internet ADE
Data Billing Web
ADE Energy Info
Mgmt & CIS Site
Application
Smart Network
Application Platform
Communication Network
Head End
Internet
Smart Meter Next Day Data
Communications AMI
Network Radio
9 ⓒ 2011 insprout Corporation.
※Source：http://www.emeter.com/smart-grid-watch/2011/california-puc-adopts-consumer-data-access-and-privacy-rules-for-smart-meters/ All rights reserved
10. Case Study 1
People Power
Aug 17, 2011
ⓒ 2011 insprout Corporation.
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11. Overview of People Power
1. Product/Service
-offers integrated EMS solution, “Energy Services Platform”
which consists of the followings:
i. SuRF Module (wireless communication module)
ii. OSIAN (middleware embedded on SuRF Module)
iii. Cloud-Based Power Management Tool
2. Corporate Data
-CEO: Gene Wang
-Founded in Jan. 2009
-http://www.peoplepowerco.com/
-Finance
i. Series A, ¥750,000, Nov.10, 2009
New Cycle Capital, Greener Capital
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12. Company Overview
Name People Power
People Power USA
Headquarters
526-A Bryant Street Palo Alto, CA 94301
Year Founded 2009
Employees 22 employees (on Linked in, as of Aug 17 )
Offers integrated EMS solution, “Energy Services Platform,” consistingof
Business
1) SuRF Module (wireless communication module), 2) OSIAN (middleware
Sectors embedded on SuRF Module), and 3) Cloud-Based Power Management Tool
Broadband service providers and home security companies :
Partners
Comcast, ADT
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13. Funding History
Year Amount Participants in the Round
New Cycle Capital
Series A Nov. 2009 0.75M
Greener Capital
Total - 0.75M -
13 ⓒ 2011 insprout Corporation.
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14. Focus Area
Block Diagram
Demand Response Network Household
Power Company Energy
Business Generator
AMI HEMS Household
System
Controller Devices
Distribution Energy
MDMS Concentrator Communication
Storage
Automation
System Building/Commercial/Industrial
Energy
Generator
Measure
Control
Gas Company
BEMS/FEMS Household
Controller Devices
Service Energy
Provider Storage
System Structure Wired/Wirelsss
Communication
Unit MDMS Smart Meter
EMS Controller
Concentrator 14 ⓒ 2011 insprout Corporation.
※Source: “Technologies and Standardization of Smart Grid” published in 2010 by Japan Standard Association All rights reserved
15. Description of Energy Service Platform
Three Components of ESP
1. SuRF Module
-Wireless communication module
-Mounted in home appliances
2. OSIAN
-Middleware for Open Source IPv6 Energy Service Platform
Automation Network
-Embedded on SuRF Module
3. Cloud-Based Power Management Tool
Enable you to monitor & control home
appliances through smart phone and PC
*For a video presentation, see the following link:
http://youtu.be/lJY9cVF7Tuk
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16. Description of Energy Service Platform
1. SuRF Module
-Wireless communication module in
various electrical appliances at home
-Dimensions (25mm×25mm×0.9mm)
-IEEE 802.15.4g
-900MHz radios
2. OSIAN
-Middleware for Open Source IPv6 Automation
Network
-Embedded on SuRF Module, and SuRF & OSIAN
mounted in electrical appliances connect to cloud-based
power management tool
-Corresponds to WiFi & ZigBee ⓒ 2011 insprout Corporation.
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17. Description of Energy Service Platform
3. Cloud-Based Power Management Tool
-To monitor, control, compare, and contest
power consumption through a single platform,
ESP. Contest functions include Social Network
Services (SNS) such as Facebook.
-For instance, ESP provides an application that
enables you to contest among business
divisions in a company to contest power
consumption.
-To remotely control air conditioning of
commercial facilities such as shopping malls
and office buildings, based on temperature
sensors & humidity sensors.
ⓒ 2011 insprout Corporation.
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18. Business Model
①
SaaS
Model
Electric
People
Appliance Customers
Power
② Makers
Custom-
made
Software
Company that adopts ESP pays annual fees. Service is offered
SaaS Model
under People Power’s brand.
Custom-made Company that adopts ESP offers its own services, and pays
Software People Power IRE, as well as annual license fees.
ⓒ 2011 insprout Corporation.
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20. Case Study 2
iControl Networks
Aug 17, 2011
ⓒ 2011 insprout Corporation.
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21. Company Overview
Name iControl Networks
Redwood City Office (HQ)
Headquarters
555 Twin Dolphin Drive, Suite 280, Redwood City, CA 94065
Year Founded 2005
Employees 69 employees (on Linked in, as of Aug 10 )
Business iControl OpenHome™ Platform :
Sectors Interactive Home Security, Energy Management, Home Health Care
Broadband service providers and home security companies :
Partners
Comcast, ADT
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22. Funding History
Year Amount Participants in the Round
Charles River Ventures, Intel Capital
Series A Apr. 2006 5M
Kevin Hartz
Kleiner Perkins Caufield & Byers
Series B Apr. 2008 15.5M
Intel Capital, Charles River Ventures
Cisco, Comcast Interactive Capital
Series C Jul. 2009 23M Kleiner Perkins Caufield & Byers
Charles River Ventures, Intel Capital
Cisco Systems, Comcast Interactive Capital
Series D Jun. 2011 50M Intel Capital, Charles River Ventures, iFund,
Rogers Communications Inc., Tyco International
Total - 93.5M -
22 ⓒ 2011 insprout Corporation.
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23. Focus Area
Block Diagram
Demand Response Network Household
Power Company Energy
Business Generator
AMI HEMS Household
System
Controller Devices
Distribution Energy
MDMS Concentrator Communication
Storage
Automation
System Building/Commercial/Industrial
Energy
Generator
Measure
Control
Gas Company
BEMS/FEMS Household
Controller Devices
Service Energy
Provider Storage
System Structure Wired/Wirelsss
Communication
Unit MDMS Smart Meter
EMS Controller
Concentrator 23 ⓒ 2011 insprout Corporation.
※Source: “Technologies and Standardization of Smart Grid” published in 2010 by Japan Standard Association All rights reserved
24. Description of iControl OpenHome Platform
: a software solution that helps broadband
iControl service providers and home security
OpenHome Platform companies to deliver the following functions
Interactive Home Security Energy Management Home Health Care
•IP-enabled home security •Monitor •24/7 monitor
•Remote access via web •Remote control via web •Combines with monitoring
•Interactive video •Interactive Video devices like IP camera,
•Home management •Cost saving motion sensors, and
•Email/Text alerts emergency aids
For a video presentation, see the following link:
http://youtu.be/ws9DusN0-OA
24 ⓒ 2011 insprout Corporation.
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25. Business Model
Broadband
Service
Provider
OpenHome platform powers Comcast's Home Security package.
iControl •Traditional home security features: police and fire-alarm protection Customers
Networks •“smart home” capabilities: to adjust digital thermostats
Home Security
Company
Home security is a big market in the US.
iControl has identified market opportunities in the market, and
developed the smart grid system to manage energy consumption at
home that corresponds with home existing security systems.
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27. Comparisons between People Power and iControl Networks
They both do their business at B to B to C basis, not directly
selling to consumers.
iControl Networks relies its sales on traditional sales channels
such as home security companies, while People Power offers
its HEMS solutions directly to consumer electronics
companies, a different business model from other HEMS
companies.
People Power adds social media aspects into its service, while
iControl Networks mainly develops home security solutions
with EMS as an add-on benefit to customers.
This may imply that HEMS companies must offer some
extra value to draw attention from consumers to manage
their home energy consumption.
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28. TO BE CONTINUED
We will analyze in detail various EMS technologies and
companies in those domains
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