According to a survey of 10,199 people conducted in 18 countries by Accenture, 73% of consumers globally would consider buying electricity, energy efficiency products and related services from companies other than traditional energy providers.
The research, 'Revealing the Values of the New Energy Consumer', found that consumers said they would consider purchasing these services from a retailer, phone provider, or online site other than a utility or electricity provider.
South African results
- While 62 % of South African consumers would still buy electricity and a pricing programme from a utility, over half (57%) said they would consider buying these from product retailers such as Checkers, Pick 'n Pay and Edgars. Furthermore, 44 % said they would be happy to buy these services from phone companies such as Telkom, Neotel, Vodacom, MTN and Cell C; and 39% from online sites such as Amazon and Google.
- When considering the purchase of energy-efficient products such as smart thermostats, 73% said they would opt to buy these from retailers versus 46% who would buy from their utility, 38% from online sites and 33% from phone companies.
- However, 55% said they would choose to get personalised information on their electricity usage allowing them to understand which appliances were using the most electricity from a utility versus 38% (retail), 44% (online sites) and 48% (phone providers).
- 79% of respondents were keen on technology that automates their electricity management, and 62% wanted mobile-phone enabled applications to measure consumption in real-time.
At least 90% of respondents in South Africa , China, South Korea, Singapore and Brazil would buy electricity, energy efficiency products and related services from non-traditional electricity providers, compared with 23% in France, 50% in Belgium and 59% in Germany.
"Incumbent utilities clearly remain the provider of choice, but new 'beyond-the-meter' products and services offer an opportunity for alternative suppliers. They are also raising consumer expectations about the nature and quality of service," said Lungile Mginqi, Accenture South Africa's lead for retail and business services for utilities.
"Electricity providers will have to broaden the range of services, be innovative and transform the way they engage with consumers. Utilities could potentially capitalise on the opportunity by working with other consumer brands to drive added value products and services."
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