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AUSTRALIA’S TWO BIGGEST ENERGY RETAILERS MOVING INTO SOLAR MARKET

Origin Energy and AGL Energy, two biggest Australian’s are investing millions into building up substantial solar teams that will focus on the household and business markets, offering leases and power purchase agreements in order to dominate the rooftop solar market, which is now nearly at 4GW across Australia.

Two main strategies are taken in considerations to target the achievements: first to fight against a growing competition of companies offering solar products. Some of these rivals, however, are substantial, and include the likes of Macquarie Group and US heavyweights SunEdison and SunPower, along with a host of new and smaller players. The other challenge that the strategy should take in consideration is to improve customers loyalty as 25% of them are switching providers each year in a ritual of discount seeking.

Origin Energy and AGL Energy will use them huge balance sheet to provide lease solutions and power purchase to its customers, the retailers will also remain owners of the rooftop solar systems.  The retailers hope to lock their customers in for 10 - 15 years or more.

The changes at the executive level have concerned: Phil Mackey who is heading up the Origin’s LPG business.  JP Ross, one of the first executives of Sungevity, an US solar leasing company, has been appointed head of “mass markets”, targeting the household and the growing commercial markets; he is also responsible for helping develop Origin’s solar strategy. The merry-go-round of solar executives in AGL Energy is less relevant.

 

The gLAWcal Team

POREEN project

Tuesday, 10th February, 2015

(Source: Clean Technica)