RENEU
renewables FOR you
Andres Velez | Guilherme Curi | Jingyi Liu Parsons The New School for Design 1
ACKNOWLEDGEMENT This design brief is the outcome of about 4 months of work for “Integrative Studio I� class, imparted by professor Carlos Teixeira as part of the MS program in Strategic Design and Management of Parsons The New School for Design. The development included the implementation of 4 workshops and 3 rounds of Minimum Viable Product (MVP). We would like to extend our deep gratitude to Professor Carlos Teixeira for his constant guidance and mentorship throughout the entire process. We also want to thank all the classmates for their cooperation, feedback and valuable insights during the whole semester. Lastly, a special thanks to Nick Morozowich and Shota Aizawa for their expert perspectives in the workshop, which leads a great progress in our project.
CREATED BY Andres Velez velea599@newschool.edu Guiherme Curi curig157@newschool.edu Jingyi Liu liuj370@newschool.edu
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CONTENTS WHAT IS HAPPENING TODAY
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WHY IS THIS HAPPENING
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THE PROPOSAL
17
RENEU
23
CONCLUSION
33
APPENDIX
37
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WHAT IS HAPPENING TODAY SITUATED JUNCTION
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energy COnsumption The underserved residential consumption of renewable energy hinders the reduction of carbon emissions.
70.3% TRANSPORTATION
OF CARBON EMISSIONS COME FROM BUILDINGS AND STREETLIGHTS
11.4 million t CO2e
2.8 million t CO2e
FUGITIVE EMISSIONS
48.0% 33.8 million t CO2e
83.1%
BUILDINGS AND STREETLIGHTS
OF RESIDENCES’ CARBON EMISSIONS COMES FROM ELECTRICITY AND NATURAL GAS
I
mproving the sources of electricity consumption for residential buildings could represent an important reduction in carbon emissions for NYC. Many initiatives are already on the works to increase the amount of renewable energy powering the city, but most of these efforts have overlooked the role of motivated end consumers in accelerating this growth.
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OF BUILDING’S CARBON EMISSIONS COMES FROM RESIDENCES
16.20
13.46
million t CO2e
million t CO2e
TENANTS AND RENEWABLES New York tenants face a series of difficulties to power their homes with renewable energy sources.
64% OWNED
Individuals in New York City have 2 options available to power their homes with renewable energy sources: Solar panels for rooftops, or purchasing energy from energy supply companies that get it from renewable generators like wind farms or solar energy producers. Although the option of rooftop solar installations is the most beneficial in economic terms for homeowners, tenants in NYC don’t have this possibility because of certain restrictions. First, tenants don’t have any ownership over space in their buildings, and in many cases, their buildings don’t even have the space required for the installations. On top of that, tenants have to convince hesitant landlords and building owners to
NYC
RENTAL
$100
$100
$ 0
$120
invest in the installations. These investments don’t represent any financial benefit for landlords or owners ultimately, as only tenants benefit from the savings that rooftop solar produces in their utility bills. These leave tenants in NYC only with the option of purchasing renewable energy from third party energy supply companies. This option presents another series of challenges for the tenants altogether. Barriers like a premium fee that providers charge for this type of energy, discourage the majority of average consumers from committing to renewables. In addition to higher prices, tenants also face non-transparent contracts with hidden fees and
unfavorable conditions when signing up with certain energy supply companies, which make their decision even harder. Conditions like this make renewable energy consumption unattractive for tenants. This poses a serious problem to the intended migration towards renewables by the State
Government, as consumers are getting the message that renewable energy is a niche product that is only reserved for a minority of “Eco-conscious” people or that in the best of cases it’s a hard thing to do.
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INDUSTRY VICIOUS CIRCLE High prices limit the growth of renewable power generation companies.
R
enewable power generation companies like wind or solar farms are heavily dependent on subsidies to grow and operate. Their intent is to eventually become sustainable by relying entirely on market demand to cover their operation and growth. Nonetheless the demand from direct individual customers is so small and scattered that the end
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price of the electricity produced is very high out of inefficient economies of scale. This creates a vicious cycle where costs are high for individual consumers, individual consumers are in turn put-off by the high prices, demand doesn’t grow and renewable power generation companies keep depending on subsidies indefinitely.
Power generation companies produce the electricity used to power New York City.
The energy produced by them is bought by energy supply companies, that play the
Energy supply companies in turn sell the energy into the grid operators (CONEDISON).
The grid delivers the energy to the end consumer.
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HIGH PRICE
LOW DEMAND
DEPEND ON SUBSIDIES TO GROW
USE CHEAPER ENERGY (NON-CLEAN)
STIFLING GROWTH Competition in the system hasn’t brought the expected low prices for end consumers.
P
ower generation companies in the state of New York (which were mainly owned by utilities) were a government regulated monopoly. This meant that the prices they were charging to end users for energy were set by a state government commission. However, since 1996 the market for electricity production was deregulated to allow for free competition among the companies. This was intended to reduce the prices of energy for end consumers. When this happened, however, many energy supply companies came into the market and took the role of middlemen and “storefronts” between end users and power generation companies. This intermediation resulted in a rise in prices for
energy as these companies began overcharging users beyond the limits previously set by the state owned monopoly. This was also the case for renewable energy, which. on top of having a technological disadvantage, made its transmission more expensive, was also competing in the same market and being mediated by the same energy supply companies that were creating the problem. The deregulation that was supposed to be beneficial to end consumer utility prices was in the end counterproductive and more so for renewable power generation companies who depend on creating a new market altogether to become viable and sustainable. Many of the subsidies for renewable power generation companies to grow, have also placed them in a comfortable position where they don’t have to depend on market competition to exist initially. This is a problem for eventual migration to the market, as potential customers would be alienated by the high prices and difficult conditions they had all along. Resources like Renewable Energy Credits (RECs) represent and
REC
additional profit that these companies could generate, that could play a part in building this audience. RECs are certifications that renewable power generation companies create for the amount of renewable power generated by them. These certifications are sold to other polluting companies, to certify that part of energy they created has been offset
REC
by an equal amount of clean energy. Given that at this moment many of the renewable power generation companies could be receiving additional profits from the different sources of subsidies they have, they might as well put them to a good use to cultivate a bigger audience.
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WHY IS THIS HAPPENING A SYSTEM’S VIEW
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GOING GREEN The accessibility to renewable energy is increasing.
O
ne of the greatest barriers for the accessibility to renewable energy has been the high cost of producing it. Historically, the technologies applied to transform either biomass, wind or sunlight into energy were not able to impact the price point offered to consumers that would make renewables competitive enough against fossil fuels. However, the great news is that in recent years this reality has changed as technologies picked up and dropped prices to an affordable (and competitive) range - the case being solar energy. Photovoltaic cells, the basic component of solar panels, suffered major cutbacks in production costs in the last 5 years making solar energy
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achieve what is known as grid parity, which occurs when an alternative energy source can generate power at a levelized cost of electricity that is less than or equal to the price of purchasing power from the electricity grid. According to the Bloomberg New Energy Report, it’s not just advances in technology and the subsequent decline in the cost of cells that is making solar energy more attractive, but mainly “a changing electricity industry context with regard to energy security and climate change concerns, increasing costs for some generation alternatives and a growing appreciation of the appropriate comparative metrics”. This phenomenon has led to what researchers call Swanson’s Law, (see graph ) which is an observation that the price of solar photovoltaic modules tends to drop 20 percent for every doubling of cumulative shipped volume. The Law is named after Richard Swanson, the founder of SunPower Corporation, a solar panel manufacturer. Another sign of increased access to renewable energy has been the continuous growth in the number of providers. Several
different initiatives across US and Europe have appeared in the last 5 years focused in producing solar or wind power and selling it to consumers via utility companies. Though the clean energy is mixed with other sources of energy in the grid, people now have the choice and control as to which source they want to buy their energy from, in an unprecedented
user-friendly way as easy as booking a room on Airbnb. Cloudsolar, in Massachusetts, and Vanderbron, from the Netherlands, are a couple of examples (see photos) of this trend that has gradually taken over the energy market.
BRIDGING GAPS Tenants are an underestimated resource for the increase in renewables.
REC
E
lectricity generation is a topic that is too complex for people to relate to, in addition it is also something that they take for granted as something they don’t have to worry about in their daily life. They have no connection to electricity consumption other than their energy bill. This reality prevents them from understanding key aspects of energy production that could ultimately have a negative or positive effect on them. As long as energy production is a topic that is removed from people’s lives, positive interventions in this system will be overlooked and misunderstood by end users. For instance, they don’t know much information about renewable energy rates. They cannot see
REC
the renewables’ great impact environment either. Even without the contribution of “green consumers”, today 30% of the energy that powers the state and the city is coming from renewable sources as a preset financed from regular “non-green” consumers’ utility bills. “Green consumers” contribute with roughly 5% of that 30% and yet they are being charged premium fees to maintain this insignificant unsustainable effort. As homeowners in the state of New York move outside the grid, the prices in electricity from the grid are going to increase and the utility bill might become a concern for all end consumers in
general. Thus, simple “one-click” solutions like purchasing renewable energy with potential savings could have a really big potential to increase renewable energy output for NYC. If Solar installations have been successful in terms of growth even when having many economic and transaction costs, seamless
background solutions like energy purchasing could go much further if they brought similar benefits.
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MAKING ENDS MEET Investing in demand creation is crucial to increase renewable energy production.
CURRENT SITUATION
Invest on
Sell Energy
Infrastructure
via Coned
IDEAL SITUATION Demand Increase
W
ithout a sustainable market demand, renewable solutions might not be able to become financially sustainable in the short term and take advantage of the reach they could have both for growth and for environmental impact. Even though on the grid renewables have a bigger reach
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that could make renewables grow faster and facilitate this for tenants, Renewables reliance on subsidies is just giving other more financially viable competitors the time to evolve. On the grid renewables might be eventually outplayed by other off the grid solutions that are becoming a better option for people. Most of the investments made in
Invest on
Sell Energy
Infrastructure
via Coned
renewable energy production come from a charge in regular consumers utility bill. However, Investments are focused entirely on amplifying the capacity to produce much more energy, only in order to meet a modestly growing demand which, in turn, has little incentives to increase over the additional fees
that has been charged.
The future The main trend of possible scenarios for the energy market is to be de-regulated. OFF GRID
1 People produce their own energy but are strangled by a system that operates with one major provider. (Hawaii - today)
A
nalysing the market showed a number of trends that could lead to different future scenarios. Given the context of the New York State and its newly implemented policies in regards to energy market deregulation, a scenario in which a growing number of people will be able to independently produce their own energy and operate through microgrids seemed very plausible (see #2). New laws have shifted the logic of how utility providers (namely, Coned) generate revenue. Instead of making money from the amount of energy sold, Coned now is compensated for the number of people connected to its grid.Eventually, microgrids will make sense to optimize distribution, reducing losses, as well as to give guaranteed usage of 100% renewable energy.
2 People are connected to microgrids. Energy production grows independently. Utility companies perform a new role with a different business model. (NYC - near future) DE-REGULATED MARKET
REGULATED MARKET People pay expensive rates for energy because they are hostage to on single provider. (most US states - today)
People can choose between differnete energy providers, that will have to compete in order to gain market share. (telecom market - today)
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ON GRID 15
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THE PROPOSAL A NEW SYSTEM
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PREMISSES Tenants, renewable energy and RECs should be considered as keys to solution
ECONOMIC:
ENVIRONMENTAL:
Incentivize tenants with RECs
Take advantage of renewable energy
B
ased on previously generated insights, it became clear that a new system should mainly put three important pieces of the puzzle together: tenants, renewable energy and RECs. Today, no other initiative has attempted to apply the carbon credit (REC - in this case) logic to consumers, leaving this important mechanism for incentivizing at the high level of B2B. This instrument can lead towards great opportunities to engage and empower city dwellers to commit to sources of renewables - most significantly solar energy.
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SOCIAL: Empower tenants to bypass the barriers in the current clean energy system
A NEW SYSTEM The solution should repurpose funds from RECs as incentives for end users.
REC
REC
R
ealizing that investing in end users will increase the demand eventually, the new system is mainly focusing on repurposing the funds from RECs to give tenants incentives to go green. The new system not only help the renewable power generation companies to grow, but also help tenants bypass the barriers between them and renewables. 19
a new SYSTEM The solution should give tenants funds to help increase the demand for renewable energy.
REC
W
hile renewable power generation companies produce clean energy, they generate RECs at the same time. They can sell the RECs to polluting companies to get funds according to the New York State Energy Policy. However, the RECs system is not really working in the New York State.
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Thus, the new system takes the role of a broker and enables renewable power generation companies to sell RECs to polluting companies in other states who need to compensate for their carbon emission and get a good price for them. Part of the funds gathered from the sales of these RECs is
REC
then reinvested to incentivize in tenants who purchase their energy, to lower their rates. The new system will help tenants enjoy the potential savings of using renewable energy that home owners with solar have to make renewables a relevant option for them.
A New SYSTEM The solution should make renewable power generation companies relevant to tenants.
REC
I
n the new system, Renewable power generation companies will invest part of their funds from RECs in tenant as a discount to the prices they pay, giving them reasonable rates and potential savings.
of each provider and understand the breakdown of the price in straightforward relatable terms to make the whole process more transparent, educating them about the system of power generation along the way.
The new system will also allow tenants to choose the providers, see the environmental benefits
These benefits and way of engagement would make renewable power generation
REC
companies closer to tenants in a meaningful way. The fact that they can see the impact of renewables in both economic personal terms and environmental terms will also increase their pride on going green.
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RENUE PLATFORM
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TARGET USERS A multi-sided service model to tie the system together.
CONSUMERS CONSUMERS Tenants living in NYC, who plan to go green or have not considered about energy sources yet. SELLERS Renewable power generation companies, who depend on subsidies currently but want to grow. BUYERS Polluting companies, including fossil fuel power generation companies, energy supply companies and other companies who want to compensate for their carbon emission 24
SELLERS
BUYERS
Consumer JOURNEY A user-friendly interface will help increase the number of Tenants.
1/ SIGN UP - Facebook connect - Link your Coned account 2/ PICK A PROVIDER - Select a renewable energy generation company - Compare rates and plans 3/ GET MONEY - Use funds as discount to pay for your renewable energy - Help the planet! 25
ENTRY Consumers will be attracted by information that is closely related to them.
CONSUMERS Video: welcome tool that introduces and explains how the service works through basic steps in a clean and playful way (animations). Calculator: attraction feature that allows tenants to measure their savings by choosing solar over polluting sources of energy, encouraging them to sign up. 26
ENTRY Sellers and Buyers will be attracted by information they need.
SELLERS / BUYERS Video: welcoming tool to introduce and explain how the service works in basic steps in a clean and playful way, through animations. Rec Real Time Tracker: attraction feature that allows renewable power generators to see the current trading value for RECs, encouraging them to sign up to. 27
SERVICE Clean and functional platform will keep Consumers engaged.
CONSUMERS List of Renewable Energy Providers: scroll down visual menu that allows Tenants to select their renewable source of energy based on: - profiles - rates - rates breakdown - potential savings - environmental impact calculator Chat: direct channel feature between Tenants and Sellers. Quick Sign Up: allows Tenants to link their Coned accounts to receive their discounted energy bill upon signing up. 28
SERVICE Seamless interface will make it easy for both Sellers and Buyers.
SELLERS Profile Set Up: a space for renewable power generators to display the info for Consumers/ Buyers. Sell Credits: feature that allows Sellers to: - calculate their energy output - REC conversion - check the daily REC trade value prospect for Buyers - enter bidding system Quick Pay System: feature that connects Sellers and Buyers in a direct payment channel, without having to go to bank’s page. BUYERS Profile Set Up: a space for to provide basic information and the amount of funds available for investment. Bidding System: feature that allows Buyers to bid for RECs sold by renewable power generators. Quick Pay System: feature that connects Sellers and Buyers in a direct payment channel, without having to go to bank’s page. 29
SERVICE Sellers will have all the information they need to re-invest.
SELLERS Target Consumers: promotion mapping tool to geo-target potential Consumers to invest in specific areas. Split Budget: feature that allows sellers to distribute funds of their REC income to subsidize end user’s rates, publish this price for people in a certain area, and advertise to them through the service. 30
EXIT Immediate notification keeps all parties informed and up-to-date.
CONSUMERS Dashboard: feature that is comprised of: - contract with renewable source monthly savings statement - savings tracking (how much money they have saved through time) - environmental impact calculator (how much they have contributed to reduce carbon emissions, in tangible form) Notification System: allows to be notified of geo-targeting campaigns from Sellers. SELLERS Notification System: allows to be notified of: - Payments/bids made by Buyers. - New Tenants signed to the service BUYERS Notification System: allows Buyers to be monthly notified of the number of RECs bought with the amount of funds invested by them. 31
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CONCLUSION FUTURE PROJECTION
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NEXT RENEU is establishing a new paradigm.
T
he work presented in this report was the result of a deep dive into the context of carbon emissions and how the increase of renewable energy consumption can help change the course of a flawed system that no longer suffices to the global challenges of today. Given the complexity of the matter, by no means the solution proposed here should
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be taken as the definite one, but rather just one of many possible solutions that emerged from the design process. The most important facet of this proposal is, above all, its iterative nature that entails a constantly mutating framework that will correct its course in order to better adapt to a changing environment. Venturing into a scenario with no precedents requires a new approach with a set of tools to embrace uncertainty and navigate through the unknown. However, the structure and rigor process has revealed surprising anchors capable of being leveraged that clearly demonstrate the potential to disrupt the existing market logic
REC
predominating in the energy sector. Impacts of this magnitude are, by definition, gradual; therefore time and investment are key to set the expectations come executing phase - especially at its early stages. As characteristic of any breakthrough proposal, the roadmap predicts some
turbulence towards gaining traction, where resiliency and openness to learning will be crucial to progressing. The very early feedbacks and fine tuning are the ones that will help guide this proposal past the “innovation chasm� to truly achieve its fullest extent to establish an entirely new paradigm.
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APPENDIX REFERENCES
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