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U.S. Retail Green Power Markets
Frost & Sullivan, Dec 2000
Green Power Benefits from Deregulation of Power Industry
Deregulation of the power industry has sparked the growth of green power in the United States, and as markets become increasingly competitive, green power is expected to continue its expansion. Nevertheless, market participants will need to overcome important financial obstacles before they can maximize industry penetration. A lack of long-term purchase agreements, for example, has made lenders reluctant to invest in green projects.
This Frost & Sullivan report covers the U.S. markets for green power marketing and green power pricing, including contribution-, capacity-, and
energy-based pricing models. It specifically focuses on green power marketing in California and Pennsylvania. With its detailed analysis of issues that will impact the green power markets, and an overview of the strategies employed by current competitors, this report will help your company develop a successful plan of action.
Green Power Must Overcome Consumer Concerns
Misleading claims and fraudulent business practices have had a grave effect on the perception of the green power market, says the author of this report. The marketing of green electricity from less-than-green sources and exaggerated price comparisons have made consumers wary of green power claims. Independent verification of renewable energy could ease consumer concerns. The Green-e certification program has helped to ensure consumers are getting what they pay for, says the analyst. Market participants must nonetheless remain vigilant in their battle to allay consumer fears of impropriety.
Rate of Deregulation Could Limit Green Power Availability
The rate of deregulation has not moved as quickly as we had hoped, says the analyst. Currently, green power marketers are active in four states. But most green power market participants are reluctant to expand into states that have not fully re-structured or are not amenable to competition. The rate at which deregulation progresses will play a significant role in the level of success for green power markets.
Marketers should, where possible, be involved in the re-structuring efforts of a state if it is in the states best interest, according to the analyst. This report provides in-depth discussions of the interaction between state regulations and the potential for green power. With such a powerful tool at your fingertips, your firm will be poised to make the most of a promising industry.
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