RESEARCH REPORT. Charul Vyas Industry Analyst. Carol Stimmel Research Director

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1 RESEARCH REPORT Executive Summary: Smart Appliances Intelligent Control, Power Management, and Networking Technologies for Household Appliances on the Smart Grid: Global Market Analysis and Forecasts NOTE: This document is a free excerpt of a larger report. If you are interested in purchasing the full report, please contact Pike Research at sales@pikeresearch.com. Published 3Q 2012 Charul Vyas Industry Analyst Carol Stimmel Research Director

2 Section 1 EXECUTIVE SUMMARY 1.1 Smart Appliance Overview Energy conservation, efficiency, and management are concepts that are increasingly embraced by consumers, governments, utilities, manufacturers, and suppliers. Utilities around the world are rolling out smart meters with the vision of improving load management, increasing reliability, and raising consumer awareness. Smart appliances (defined in this report as major household appliances or white goods that use an intelligent power management strategy to optimize the load on the power distribution grid) have a significant role to play in realizing this vision as they provide the all-important link to large residential energy loads. Pike Research believes that the smart appliance market is one that holds long term opportunity and growth. While limited in terms of availability and types of products at the present time, and for the next 2 to 3 years, the benefits and capabilities of smart appliances will start to make their way into mainstream appliances in greater numbers after Continuing investment in smart grid initiatives, declining sales prices, and clearer value propositions will make smart appliances more appealing for end users in the coming years. 1.2 Key Findings» While smart appliances hold promise, their impact today is quite small. This is due to the fact that there are very few smart appliances commercially available. In order for the smart appliance market to flourish, there needs to be a wider selection of appliances by type, by brand, and by price range.» The market for smart appliances has developed slower than anticipated. Pike Research expects sales to remain small until 2015, at which point the market will see the start of an inflection as more appliances become available.» The target markets for smart appliances in the near term will be eco-conscious consumers, consumers that want to reduce energy bills, and technology enthusiasts that will appreciate the new features in smart appliances.» Regardless of capabilities, smart appliances must be well designed, function well, be aesthetically appealing, easy to use, and add some new value to the end user.» Most consumers are unaware of smart appliances and their benefits. It will take time and education to bring smart appliance awareness and interest to the forefront. Innovations and best practices need to be shared so that all participants are willing to take the steps necessary to move the market forward.» Control and privacy will remain important to end users. Consumers demand final control over their appliances and want their data to be managed in confidence. 1

3 Vendors and service providers will have to prove that they can manage data successfully and securely.» Smart appliances can open up new revenue streams for appliance manufacturers, retailers, and service providers. Since the market is still developing, new business models are being worked out and will likely evolve as consumer interest and comfort with smart appliances grows.» There needs to be a clear value proposition for all parties involved. Most industry players agree this has not yet been achieved.» Dynamic pricing, where price for energy is time-based or incentive-based, is an important element to elicit changes in the way consumers use energy. Utilities and regulators will determine how prevalent the availability of these pricing schemes are.» Communications standards must be defined to handle messaging between appliances, the grid, and any other parties involved in managing energy. Industry groups, manufacturers, and governments are working to gain consensus quickly.» There is an opportunity for an intermediate step that involves smart plugs. While, for the next several years, the number of smart appliances is expected to remain low, and prices of available models will remain high, smart plugs may be able to provide consumers with a way to save money and familiarize themselves with smart technology and opportunities. Indications are that the industry is close to resolving some of these issues, particularly those related to standards, control, and data privacy. Through continued testing efforts, Pike Research expects a few select standards to emerge that will be adopted by the industry. On the standards front, ZigBee is likely to lead radio frequency (RF) smart appliance implementations while the HomePlug Green PHY is the likely winner in power line carrier (PLC) initiatives, and Wi-Fi will continue to be a force. Once these standards are adopted on a wider scale, Pike Research believes that manufacturers will begin to embed communications technologies in the majority of their product lines. Embedded communication modules will be part of the standard feature set on most major appliances, but is likely to be a few years away. Due to backing by networking and data management experts, including Cisco, IBM, and Oracle, the smart grid should be able to manage consumer privacy and security concerns. The question of control will continue to be worked out by utilities, many of which want full control of smart appliances, as well as by manufacturers, home area network (HAN) vendors, and the end user consumers. 1.3 Worldwide Smart Appliance Market Landscape and Forecast Pike Research expects worldwide smart appliance sales to reach nearly $35 billion by Strong growth in the smart grid and energy management sectors will fuel smart appliance purchases over the next 8 years. Chart 1.1 illustrates the prominence of Asia Pacific, Europe, and North America in 2020, as those regions will account for more than 80% of smart appliance units, which will total nearly 45 million by Leading manufacturers are designing, testing, 2

4 and manufacturing intelligent appliances capable of managing energy usage at the component level based on consumer-set parameters. As various smart grid elements are built out, Pike Research expects to see demand for smart appliances due to an increasing number of tariffs and incentives. Chart 1.1 Smart Appliance Segmentation by Region, World Markets: 2020 Middle East and Africa, 4% North America, 27% Asia Pacific, 35% Latin America, 4% Europe, 30% (Source: Pike Research) Availability of devices and smart metering efforts in the three leading regions of Asia Pacific, Europe, and North America will be the primary drivers for smart appliance sales. The vast majority of smart appliance projects are directly associated with smart meter rollouts and are seen as a way to provide customer benefits from what are largely infrastructure-dominated projects. In addition, appliance manufacturers have shown off smart appliances at trade shows and industry events and have promised wider availability in the near future, although these promises have yet to materialize. In North America, Canada is well on its way toward achieving 100% smart meter penetration while the United States is just starting to see projects from its massive $4.5 billion smart grid stimulus funding. Most smart appliance pilots in these two countries have been rather small in size, typically under 200 homes, and designed to provide feedback for a larger testing effort. In Asia, smart appliance sales will be driven by China, Japan, and South Korea. With a rapidly growing economy and population, China is investing heavily in smart grid initiatives. Combined with increasing levels of disposable income and low household appliance penetration rates, this will lead to a $4 billion smart appliance sector by Japan and South Korea have always been on the cutting edge of technology, and household appliances are no different. In addition, 3

5 South Korea is home to two large appliance manufacturers, LG and Samsung, which are likely to use their own markets as test beds and as a place to launch the latest appliances. In Europe, multiple countries have extensive piloting efforts underway. Smart appliance projects in Italy, Germany, the United Kingdom, and Spain are evaluating refrigerators, freezers, clothes washers, and clothes dryers. The only downside to the European market is low penetration rates for home energy management tools, which may bleed into the smart appliance market. Manufacturers of smart appliances have strong global representation. Key industry players, including Bosch, Electrolux, GE, Indesit, and Whirlpool, have pilot programs underway. On the other hand, some manufacturers have taken a wait-and-see approach to the smart grid. They are not aggressively pursuing deals and are content to sit on the sidelines watching the field. Manufacturers are concerned with the size and scope of projects relative to the number of meters being installed. With millions of meters deployed, manufacturers would like to see more efforts toward understanding consumer responses to smart appliances and the overall grid. While smart appliance availability is limited at the present time, the long term outlook is stronger. Pike Research s forecasts that the market for smart appliances will to reach $5.2 billion by 2015 and will total more than $34 billion by New tariffs and technologies will open up even more possibilities for smart appliances in the future. Right now consumers, manufacturers, utilities, and the environment stand to gain something with the introduction of smart appliances. Chart 1.2 Smart Appliance Annual Sales Revenue, World Markets: $40,000 $35,000 $30,000 ($ Millions) $25,000 $20,000 $15,000 $10,000 $5,000 $ (Source: Pike Research) 4

6 Section 8 TABLE OF CONTENTS Section Executive Summary Smart Appliance Overview Key Findings Worldwide Smart Appliance Market Landscape and Forecast... 2 Section Market Issues Appliance Market Overview What is a Smart Appliance? What Makes an Appliance Smart? Why Smart Appliances? Market Environment Value Chain/Ecosystem Market Growth Drivers Energy Market/Utility Motivations Energy Usage Reduction Peak Demand Management Consumer Motivations Saving Money Societal/Environmental Benefits Manufacturer Motivations Regulatory Activity Smart Grid Potential

7 2.3 Market Challenges Infrastructure Consumer Adoption Rates Security and Privacy Regional Perspectives and Activities: North America Regulatory Activities Smart Appliance Initiatives Louisville Gas & Electric National Grid GridWise Demonstration Project The Grid Friendly Appliance Project (Washington and Oregon) GridSmart: Columbus, Ohio New Mexico Green Grid Project Direct Energy Vineyard Energy Project Regional Perspectives and Activities: Latin America Regional Perspectives and Activities: Europe Regulatory Activities Smart Appliance Initiatives Energy Market Inspectorate, Sweden Italy West Midlands, United Kingdom Iberdrola, Spain E-Energy, Germany Regional Perspectives and Activities: Asia Pacific

8 2.7.1 Regulatory Activities Smart Appliance Initiatives Smart Appliances, Renewable & Distributed Generation, Australia Victoria, Australia China Japan South Korea Regional Perspectives and Activities: Middle East and Africa Section Technology Issues Smart Grid and Smart Meters Smart Appliance Technology Communications Technologies/Standards Communications Module Home Area Networking RF Networks ZigBee Z-Wave Other Technologies Power Line Carrier HomePlug HomeGrid/ITU G.hn and G.hnem Bluetooth

9 Section Key Industry Players Appliance Manufacturers Bosch Electrolux GE Appliances Indesit LG Electronics Miele Samsung Electronics Whirlpool Industry Associations Association of Home Appliance Manufacturers European Committee of Domestic Equipment Manufacturers IPSO Alliance National Institute of Standards and Technology Section Market Forecasts Household Appliance Market Smart Appliance Market World Markets Smart Meters Regional Smart Appliance Forecasts: North America Regional Smart Appliance Forecasts: Latin America Regional Smart Appliance Forecasts: Europe

10 5.7 Regional Smart Appliance Forecasts: Asia Pacific Regional Smart Appliance Forecasts: Middle East and Africa Section Company Directory Section Acronym and Abbreviation List Section Table of Contents Section Table of Charts and Figures Section Scope of Study Sources and Methodology Notes

11 Section 9 TABLE OF CHARTS AND FIGURES Chart 1.1 Smart Appliance Segmentation by Region, World Markets: Chart 1.2 Smart Appliance Annual Sales Revenue, World Markets: Chart 2.1 Household Appliance Geographic Segmentation based on Annual Sales Revenue, World Markets: Chart 2.2 Smart Meter Installed Base by Region, World Markets: Chart 2.3 Home Energy Use by System, United States: Chart 2.4 Consumer Interest in Smart Appliances, United States: Chart 2.5 Lowest Acceptable Energy Savings from Smart Appliances, United States: Chart 2.6 Smart Appliance Annual Sales Revenue by Region, World Markets: Chart 5.1 Addressable Household Appliance Annual Sales Revenue by Region, World Markets: Chart 5.2 Addressable Household Market Appliance Market Share Based on Annual Sales Revenue by Region, World Markets: Chart 5.3 Addressable Household Appliance Market Share Based on Annual Sales Revenue by Region, World Markets: Chart 5.4 Smart Appliance Annual Sales Revenue, World Markets: Chart 5.5 Addressable Household Appliance vs. Smart Appliance Annual Sales Revenue by Region, World Markets: Chart 5.6 Smart Meter Unit Shipments by Region, World Markets: Chart 5.7 Smart Meter Installed Base Penetration by Region, World Markets: Chart 5.8 Smart Appliance Annual Sales Revenue, United States: Chart 5.9 Smart Appliance Annual Sales Revenue, Canada: Chart 5.10 Smart Appliance Share by Segment, North America: Chart 5.11 Smart Appliance Annual Sales Revenue, Latin America:

12 Chart 5.12 Smart Appliance Share by Segment, Latin America: Chart 5.13 Smart Appliance Annual Sales Revenue, Western Europe: Chart 5.14 Smart Appliance Share by Segment, Western Europe: Chart 5.15 Smart Appliance Annual Sales Revenue, Eastern Europe: Chart 5.16 Smart Appliance Share by Segment, Eastern Europe: Chart 5.17 Smart Appliance Annual Sales Revenue, Asia Pacific: Chart 5.18 Smart Appliance Share by Segment, Asia Pacific: Chart 5.19 Smart Appliance Annual Sales Revenue, Japan and South Korea: Chart 5.20 Smart Appliance Annual Sales Revenue, China: Chart 5.21 Smart Appliance Annual Sales Revenue, Middle East &Africa: Chart 5.22 Smart Appliance Share by Segment, Middle East & Africa: Figure 3.1 Modular Communications Interface Table 2.1 Smart Appliance Benefits and Drawbacks for Various Ecosystem Participants

13 Section 10 SCOPE OF STUDY Smart appliances are a relatively new addition to the suite of consumer facing energy management tools. Fueled by smart grid initiatives around the world, the market for smart appliances is just beginning to be realized. Appliances that can communicate and respond to signals and messages have the potential to reshape the ways in which energy is managed. Manufacturers, utilities, and consumers all have a vested interest in bringing these advanced devices to the market. To better understand the potential of the smart appliance market, Pike Research has prepared this report, which includes:» Identification of governmental efforts and regulatory mandates throughout the world impacting the smart appliance market» Detailed review of enabling technologies including an analysis of communication standards and protocols» Examination of consumer motivations for purchasing» Global market forecasts including an analysis of the unique market impacts in each region/country» Examination of appliance manufacturers and their smart appliance strategies This Smart Appliances report includes a comprehensive examination of this emerging market. It provides key players and stakeholders with valuable information on market drivers, enabling technologies and the competitive landscape. 82

14 SOURCES AND METHODOLOGY Pike Research s industry analysts utilize a variety of research sources in preparing Research Reports. The key component of Pike Research s analysis is primary research gained from phone and in-person interviews with industry leaders including executives, engineers, and marketing professionals. Analysts are diligent in ensuring that they speak with representatives from every part of the value chain, including but not limited to technology companies, utilities and other service providers, industry associations, government agencies, and the investment community. Additional analysis includes secondary research conducted by Pike Research s analysts and its staff of research assistants. Where applicable, all secondary research sources are appropriately cited within this report. These primary and secondary research sources, combined with the analyst s industry expertise, are synthesized into the qualitative and quantitative analysis presented in Pike Research s reports. Great care is taken in making sure that all analysis is well-supported by facts, but where the facts are unknown and assumptions must be made, analysts document their assumptions and are prepared to explain their methodology, both within the body of a report and in direct conversations with clients. Pike Research, a part of the Navigant Consulting, Inc. Energy Practice, is a market research group whose goal is to present an objective, unbiased view of market opportunities within its coverage areas. Pike Research is not beholden to any special interests and is thus able to offer clear, actionable advice to help clients succeed in the industry, unfettered by technology hype, political agendas, or emotional factors that are inherent in cleantech markets. NOTES CAGR refers to compound average annual growth rate, using the formula: CAGR = (End Year Value Start Year Value) (1/steps) 1. CAGRs presented in the tables are for the entire timeframe in the title. Where data for fewer years are given, the CAGR is for the range presented. Where relevant, CAGRs for shorter timeframes may be given as well. Figures are based on the best estimates available at the time of calculation. Annual revenues, shipments, and sales are based on end-of-year figures unless otherwise noted. All values are expressed in year 2012 U.S. dollars unless otherwise noted. Percentages may not add up to 100 due to rounding. 83

15 Published 3Q Navigant Consulting, Inc Pearl Street, Suite 300 Boulder, CO USA Tel: This publication is provided by Pike Research, a part of the Navigant Consulting, Inc. ( Navigant ) Energy Practice and has been provided for informational purposes only. This publication may be used only as expressly permitted by license from Navigant and may not otherwise be reproduced, recorded, photocopied, distributed, displayed, modified, extracted, accessed, or used without the express written permission of Navigant. Navigant makes no claim to any government data and other data obtained from public sources found in this publication (whether or not the owners of such data are noted in this publication), and makes no express or implied warranty, guaranty, or representation concerning the information contained in this publication, its merchantability, or its fitness for a particular purpose of function. Any reference to any specific commercial product, process, or service by trade name, trademark, manufacturer, or otherwise, does not necessarily constitute or imply an endorsement, recommendation, or favoring by Navigant. Navigant does not assume, and hereby disclaims, any liability that may result from any reliance on or use of any information contained in this publication, or for any loss or damage caused by errors or omissions in this publication. This publication is intended for the sole and exclusive use of the original purchaser. If you do not have a license from Navigant covering this publication, please refrain from accessing or using this publication. Please contact Navigant to obtain a license to this publication. 84