La lepra en contratación Santander

In this section I will briefly present the recommendations to foster consumer acceptance and engagement as elaborated by two different comprehensive studies carried out by IEA-DSM16 _{and the}

S3C17 _{projects. To be consistent with the previous paragraphs, I have grouped these recommendations}

into four main categories, i.e. feedback information, feedback solutions, feedback visualization and consumers’ concerns.

Feedback solutions: in order to capture the consumer's attention and effectively deliver smart meter

data, the feedback solution needs to be easily accessible and understandable by the end users:

 The technology solution needs to match the technology literacy/maturity of the target (Mourik et

al., 2013).

 The technology, products and services supplied to the consumers need to meet their expectations to keep them committed and engaged (S3C Consortium, 2014).

Feedback information: to engage consumers and trigger behavioural change it is necessary to develop

solutions that address consumers' needs, demands and expectations:

 Providing the technology is not enough. To engage consumers in smart metering solutions it is necessary to create multiple benefits for the consumers (Mourik et al., 2013) and to investigate the

16_{The IEA Demand-Side Management Programme is an international collaboration of 16 countries working together to develop and promote}

opportunities for demand-side management (DSM). The work of the programme is organized through a series of Tasks and reported in a number of publications. It is managed by an Executive Committee (ExCo). More information on the Programme can be found at: http://www.ieadsm.org/.

17 _{The S3C project aims to provide a better understanding of the relationship between the design, implementation and use of particular technology and} end user interaction schemes and the promotion of smart energy end user behaviour. One of the aims of the project is to establish an understanding on whether and how the design, implementation and use of certain user interaction schemes (as part of a smart grid pilot/test) contribute to the formation of new ‘smart’ end-user activities and behaviours in their different roles as consumers, customers and citizens. The results were based on the investigation of 32 European smart grid pilot projects through in-depth case study analysis. More information on the project can be retrieved at: http://www.s3c-project.eu/.

Feedback visualization - Recommendations

 Empirical evidence about how feedback from visualization tools will be used by consumers and how they will affect energy consumption patterns is not yet available.

 There is no one-fit-all design solution but empirical evidence suggests to keep the information provided to consumers simple, providing complex functionalities in a straightforward and attractive way;

 To enable behaviour change it is important to guide consumers, providing them with simple and actionable information.

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added value for end-users (S3C Consortium, 2014). Consumers' needs, demands and expectations should be taken into account when designing products and services (S3C Consortium, 2014).

 In many instances it is clear that economic gains or losses are not necessarily the only trigger to induce behavioural change (Mourik et al., 2013). In many cases the business case for pricing schemes seems not to be very viable. Generally, the price spread between high and low peaks is too small to be a valid (financial) incentive for participants, and for DSOs they do not reflect economic reality. Without the development of solid business models for residential and commercial consumers full- scale rollout is not likely to be feasible(S3C Consortium, 2014).

 When the advantages of renewable energies and of smart grids are in the foreground, end users may be more likely to adopt a sense of urgency that increases their motivation to participate actively (S3C Consortium, 2014).

 Including playful challenges and competitions enhances consumers' participation and engagement (S3C Consortium, 2014) (Mourik et al., 2013).The experiences with gaming interfaces and competitive elements are promising and inspiring, both in terms of engagement and in terms of outcomes. However, a challenge regarding gamification is to capture the interest and attention of end users in the long run(S3C Consortium, 2014).

Feedback visualization: the information provided to the consumer needs to be comprehensible and

appealing:

 Consumers want to know where they stand and how they are doing compared to previous periods and/or their neighbours (Mourik et al., 2013). Therefore, easily understandable historical usage feedback information and social comparison feedback can be considered a success factor(S3C Consortium, 2014).

 Feedback solutions need to be easy to use and understand. When consumers do not have a real understanding of how to use the devices, they do not use the interfaces to their full potential.

Consumers' concerns: Consumers' concerns can have a negative impact on consumers' acceptance of the

metering technology and on their engagement with the new solutions. In order to prevent opposition and disengagement, these concerns should be addressed at the early stage of products and services development:

 The new solutions should keep consumers' comfort at least at the same level as before their adoption. Many consumers are particularly concerned about the possibility of being without heating or hot water should the devices malfunction, or altering consumption so much as to interrupt services.

These recommendations are well aligned with what emerged from the empirical analysis of pilot projects discussed in section 3.3.3.

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Table 3 summarises and compares the findings from the EU surveys, EU pilot projects and international recommendations.

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EU Surveys

EU pilot projects

Recommendations from international studies

-smartphone/tablet (+) -IHD (+)

-informative paper billing (-)

Constant and physical presence of feedback solution to maintain engagement;

Tailor the solutions to needs and attitudes (segmentation);

Additional functionalities help to maintain interest.

The technology solution needs to match the technology literacy/maturity of the target;

The technology, products and services need to meet consumers’ expectations

Include playful challenges and competitions to enhance consumers' engagement (e.g.: gaming interfaces).

Feedback information (consumer’s attitudes) -monetary (+) -environmental -social responsibility

Tailor the information strategies to different consumers segment (segmentation);

Other information than economic can work for different segments;

Avoid info overload.

Create multiple benefits for the consumers and investigate the added value for end-users;

Economic aspects are not the only trigger for behavioural change; Make clear the advantages of renewable energies and of smart grids to increase end users engagement and adoption.

Feedback visualization

-tables and numbers -charts

Lack of empirical evidence about how feedback from visualization tools will be used and how it will affect consumption behaviour;

Keep the information provided to consumers simple and attractive;

Guide consumers, providing simple and actionable information.

Historical and comparison feedback information and are successful strategies;

Make visualization solutions easy to use and understand;

Consumers' concerns

-privacy and security (+) -loss of control

-change in comfort level

New solutions should keep consumers' comfort at least at the same level as before their adoption.

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3.4 The social electricity consumer: evidence from DSM projects and