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Servitization in the Energy industry

 

As the term 'servitization' echoes throughout the business world, the energy industry can't help but pay attention. With the constant quest for efficiency and sustainability, servitization in energy is no longer an option - it's a necessity. This paradigm shift can help the energy industry generate value through integrated solutions and build more resilient revenue streams.

 

In essence, servitization in energy refers to transforming from merely selling energy as a product (electricity, gas, etc.) to offering a combination of energy and service-based solutions (like energy management services, energy efficiency consulting, and maintenance services). It's a way for energy companies to cultivate stronger, longer-lasting relationships with their customers, thereby driving continuous revenue streams.

Benefits of Servitization in the Energy Sector

 

Servitization can be a game-changer for energy companies, unlocking numerous benefits that have a lasting impact:

 

Customer Centricity: Servitization allows you to shift your focus from transactions to relationship-building. By delivering tailored services that meet their unique needs, you can enhance customer loyalty and satisfaction. This customer-centric approach provides greater value to your clients and strengthens your business relationships.

 

Financial Stability and Diversification: The consistent revenue streams from service contracts offer an antidote to market volatility, leading to more predictable and stable financial performance. Plus, by diversifying your revenue streams beyond the traditional sale of energy, you become less vulnerable to fluctuations in energy prices and demand.

 

Competitive Edge: Servitization allows you to differentiate your offerings in a crowded market, gaining a competitive edge. By providing unique and valuable services, you become more than an energy provider; you transform into a comprehensive energy solution provider.

 

Sustainability: Offering services like energy management and efficiency consulting not only helps your customers optimize their energy usage but also significantly contributes to environmental sustainability. Servitization allows you to play an active role in promoting energy conservation and reducing carbon footprints.

Enhanced Customer Value and Loyalty: Servitization fosters a deeper connection with your customers. By understanding and meeting their needs beyond energy provision, you increase customer value. This comprehensive customer care can lead to increased loyalty and long-term customer retention.

 

Operational Efficiency and Resource Optimization: Implementing servitization can lead to improved operational efficiency. With a service-focused model, there's a constant drive to deliver the best, motivating you to optimize processes and resources. Furthermore, the use of advanced technologies for service delivery, such as IoT and AI, can enhance operational efficiency and resource optimization.

By reaping these benefits, an energy company can enjoy not only increased profits but also a stronger, more sustainable position in the energy market.

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Advanced Service Types in Energy Industry

 

As the process of servitization deepens, more sophisticated and customer-centric service types emerge. They aim to provide a full suite of solutions that cater to the holistic energy needs of customers. Let's diver deeper into some of these advanced services:

 

Energy-as-a-Service: This model removes the burden of energy management from the customers' shoulders. Instead of having to worry about sourcing, efficiency, and maintenance, customers simply pay for the energy they consume. The service provider handles the rest, from infrastructure to performance management, making it an end-to-end solution. Companies like ENGIE and Schneider Electric are pioneers in this field, offering comprehensive energy management services.

 

Cooling-as-a-Service: This innovative service model provides cooling services in return for a regular payment, removing the need for customers to invest in their own cooling systems. This approach is beneficial for both businesses and households, providing them with reliable cooling without the hassle of ownership, maintenance, and upgrading. The Basel Agency for Sustainable Energy (BASE) and BACnet have championed this service, providing cooling without the customers having to invest in their cooling systems.

 

Lighting-as-a-Service: This model sees companies providing not just lighting equipment, but a complete service including design, installation, maintenance, and continuous improvement. Customers enjoy the best possible lighting solutions for their specific needs without upfront costs and ongoing maintenance worries. Philips Lighting and Zumtobel Group are examples of companies that provide end-to-end lighting solutions.

 

Energy-Storage-as-a-Service: In this service model, customers can leverage energy storage solutions without the need to manage the systems themselves. Service providers ensure optimal storage performance, system upgrades, and necessary maintenance, offering customers a hassle-free solution to their energy storage needs. Stem Inc. and Fluence are two companies offering energy storage services, freeing customers from managing these systems themselves.

 

Energy-Efficiency-as-a-Service: Energy service providers perform an audit of the customer's energy usage, suggest and implement improvements, and maintain the systems to ensure sustained efficiency. Customers pay a service fee, which is often offset by the savings from the increased efficiency. This service not only benefits customers but also contributes to global sustainability efforts. Joule Assets and Metrus Energy are examples of companies offering this service, which includes performing energy audits and maintaining systems for sustained efficiency.

 

Grid-Management-as-a-Service: For many power companies, managing the grid's reliability, resilience, and efficiency is a complex challenge. But with Grid-Management-as-a-Service, providers handle all the intricacies of maintaining a balanced and effective grid, leveraging real-time data and AI-driven insights to ensure smooth operations. Companies like GE Power and Siemens provide these services, managing the complexities of maintaining a balanced and effective grid.

 

Power-Quality-as-a-Service: Power quality is a crucial aspect for many businesses that require a stable and clean power supply for their operations. Service providers manage the power quality, protecting customers from power surges, voltage fluctuations, and other disturbances that might impact their operations or damage their equipment. ABB and Schneider Electric provide solutions to manage power quality, protecting customers from power surges and voltage fluctuations.

 

Renewable-Energy-as-a-Service: This model supports the green initiatives of customers by providing renewable energy solutions such as solar or wind power. It involves the design, implementation, and management of renewable energy systems, freeing customers from the complexities of owning and maintaining these systems while benefiting from sustainable energy sources. Companies like Sunrun and SolarCity offer renewable energy services, providing and managing renewable energy systems for customers.

 

Electric Vehicle-Charging-as-a-Service: As electric vehicle adoption increases, the demand for convenient and efficient charging solutions also rises. Providers handle the installation, maintenance, and upgrading of charging stations, ensuring customers have access to reliable charging solutions without the headaches of managing these facilities themselves. ChargePoint and EVBox are examples of companies providing EV charging services, handling everything from installation to maintenance of charging stations.

 

Demand-Response-as-a-Service: With this service model, providers help businesses reduce their electricity consumption during peak demand periods in exchange for financial incentives. This service helps maintain grid stability and enables customers to contribute to energy conservation while saving on energy costs. Companies like Enel X and CPower offer demand response services, helping businesses reduce electricity consumption during peak periods.

 

Apart from "as-a-service" models, there are several other advanced services that the energy sector can and is gradually implementing to enhance their customer experience and bring more value to the market:

 

Energy Performance Contracting: This is a form of creative financing for capital improvement which allows the energy costs savings from the upgrade to pay for the investment. Here, an external organization (usually an Energy Service Company or ESCO) carries out an energy efficiency improvement and uses the income from the energy savings to repay the costs of the investments. ESCOs like Johnson Controls and Ameresco provide these services, making energy efficiency improvements and reaping savings.

 

Energy Auditing: An energy audit is a systematic approach to decision-making in the area of energy management. It aims to help you understand how your business uses energy and identify opportunities where you can save. This includes assessing the energy consumption of a building or organization and suggesting ways to improve energy efficiency. Schneider Electric and Siemens provide energy auditing services, helping businesses understand their energy use and identify ways to improve.

 

Energy Management: Energy management services aim to optimize energy consumption, balancing the need for energy with energy costs and environmental considerations. This can involve tracking energy usage, identifying wasteful practices, and implementing changes to improve energy efficiency. Honeywell and ABB provide comprehensive energy management services, tracking energy usage and implementing changes to improve efficiency.

 

Sustainable Energy Consulting: These services help businesses navigate the complex landscape of renewable energy, energy efficiency, and sustainability. This can involve everything from strategic planning and policy development to project management and implementation of sustainable energy initiatives. Companies like ENGIE Impact (a part of ENGIE Group) and EON, one of Europe's leading energy providers, offer sustainable energy consulting services, helping businesses navigate the complex landscape of renewable energy and sustainability.

 

Decentralized Energy Systems: This involves the installation and management of decentralized energy systems like solar panels or wind turbines. These systems generate energy close to the point of use, reducing transmission losses and providing a reliable, localized energy supply. Tesla and Siemens provide these services, installing and managing decentralized energy systems like solar panels and wind turbines.


Smart Metering: Smart metering services provide customers with detailed information about their energy usage, allowing them to make more informed decisions about their energy consumption. This not only helps to reduce energy costs but also enables more efficient use of energy resources. Itron and Landis+Gyr are examples of companies that offer smart metering services, providing customers with detailed information about their energy usage.

 
 

Servitization Strategies in Energy Industry

Pivoting to a servitization model is not a piece of cake. Here are some strategies to guide energy companies through this transition:

 

Customer Insight: Deep knowledge of customer needs is crucial. Harness the power of data analytics to gain insights into customer behavior and craft services that hit the mark.

 

Partnerships: Form strategic partnerships to bolster your service offerings. Partnerships can lead to more comprehensive solutions and a more balanced sharing of risks and rewards.

Technology Adoption: Make technology your ally. Leverage innovations like IoT for real-time energy monitoring and AI for predictive maintenance to enhance your service offerings.


Workforce Upskilling: Your team is your greatest asset. Equip them with the skills needed to deliver and support the new service offerings.

 
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Servitization Challenges for Energy Industry

 

Today, the energy industry is at a crossroads of numerous challenges. The rise of renewable energy sources, fluctuating fuel prices, changing governmental policies, and increasing demand for sustainable and reliable power supply have made it clear: the old way of doing things won't cut it anymore.

 

With increasing competition and rapidly evolving technology, simply selling energy as a product is an approach that's losing traction. Surviving and thriving amidst stiff competition and rapid technological evolution demands a customer-centric approach. Energy companies need to provide value-added services and solutions catering to their customer's diverse needs. That's where servitization steps in - turning challenges into opportunities and revolutionizing the energy industry one service at a time.

Conclusion

 

The transformation brought about by servitization in the energy sector is undeniable. As the industry grapples with changing dynamics - from the rise of renewable energy sources to fluctuating market conditions - there's an unmistakable push towards a more service-oriented approach. Servitization, with its myriad benefits from financial stability to fostering deeper customer relationships, is presenting energy companies with the tools they need to navigate this complex landscape.

At this junction, Avrogan, a preeminent servitization strategy and solution provider, steps in. We assist in facilitating your transition smoothly and efficaciously. As a leading provider of servitization strategies and the provider of the avant-garde service contract management solution, Avrogan Service Excellence™, we ensure your company stays at the forefront, providing exceptional value to your clients, while enhancing your bottom-line and top-line performance.

 
 
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Dr. Arsham Mazaheri

Chief Operating Officer

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Arsham is a data scientist by background, with 17+ years of industrial and managerial experience in various disciplines. Throughout his career, Arsham has helped many of Fortune 500 companies with their data and requirement challenges and has been involved in many IT solution implementation projects. Arsham has both mechanical and industrial engineering backgrounds and has a D.Sc. in Risk Management from Aalto University in Helsinki, Finland. He is a certified change and problem manager (CCM & CPCM) and holds an MBA in shipping and logistics.

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