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Strategic Options for Energy Efficient Electronics In Pacific Gas and Electric Company Emerging Technologies Program Application Assessment Report # 0702 Strategic Options for Energy-Efficient Electronics in Pacific Gas and Electric Service Territory: Marketing Delivery Systems for Electronics Measures Issued: April 10, 2008 Project Managers: Wayne Krill and David Canny Pacific Gas and Electric Company Submitted by: Steve Bassill QDI Stategies, Inc Michael Lukasiewicz MXRoads, Inc. Legal Notice This report was prepared for Pacific Gas and Electric Company for exclusive use by its employees and agents. Neither Pacific Gas and Electric Company nor any of its employees and agents: (1) makes any written or oral warranty, expressed or implied, including, but not limited to those concerning merchantability or fitness for a particular purpose; (2) assumes any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, apparatus, product, process, method, or policy contained herein; or (3) represents that its use would not infringe any privately owned rights, including, but not limited to, patents, trademarks, or copyrights. © 2008, Pacific Gas and Electric Company. All rights reserved. Table of Contents List of Tables..............................................................................................................................iii List of Figures ............................................................................................................................iv Executive Summary....................................................................................................................1 Introduction .................................................................................................................................4 Background .............................................................................................................................4 Definitions ...............................................................................................................................4 Results and Discussion .............................................................................................................6 Electronics Market ..................................................................................................................6 Overview ...............................................................................................................................6 Growth and Trends ...............................................................................................................7 Size and Scope...................................................................................................................12 Energy Consumption...........................................................................................................14 Energy-Efficiency Market ....................................................................................................16 Energy-Efficient Electronics Products .................................................................................19 Industry Structure................................................................................................................21 Electronics Channels ..........................................................................................................22 Marketing Delivery Systems................................................................................................29 Market Behavior ..................................................................................................................31 Market Analysis Conclusions ..............................................................................................40 CEE Electronics Program Evaluation .....................................................................................44 PG&E Electronics Program Background............................................................................44 CEE Business Overview .....................................................................................................44 CEE Marketing Delivery System .........................................................................................45 Assessment of Existing Measures ......................................................................................48 CEE Electronics Program Design........................................................................................52 Electronics Opportunity.......................................................................................................52 Electronics Program Design Requirements ........................................................................54 Program Scenarios .............................................................................................................62 Economics...........................................................................................................................70 Decision Support Guides and Decision Criteria ..................................................................73 Conclusions and Recommendations..................................................................................76 Conclusions.........................................................................................................................76 Action Items ........................................................................................................................78 Next Steps...........................................................................................................................78 Appendices............................................................................................................................80 A. References ..................................................................................................................81 B. Electricity Consumption Charts....................................................................................85 C. Electronics Programs Collaterals ................................................................................86 D. Channel Participants ...................................................................................................87 E. Energy Star Specification Calendar.............................................................................90 F. EPEAT Description ......................................................................................................91 Impact of the EPEAT Standard ................................................................................................91 Reaping Big Benefits............................................................................................................92 Purchasers Using EPEAT* ...................................................................................................92 Marketing Delivery System for Electronics Page ii List of Tables Table 1: Total Energy-Savings Opportunity 2009 - 2011.........................................................2 Table 2: Plan Scenario Summary ..............................................................................................3 Table 3: Electronics Product Categories Covered by Current Analysis..............................12 Table 4: Electronics Market Size by Dollar Sales in PG&E Service Territory .....................13 Table 5: Electronics Market Size by Installed Base in PG&E Service Territory..................13 Table 6: Electronics Market Size by Unit Sales in PG&E Service Territory.........................13 Table 7: Energy Costs as Fraction of Purchase Price...........................................................16 Table 8: PG&E Consumer Energy-efficiency Portfolio (PG&E, October 2007) ...................18 Table 9: Top Electronics Retailers Sales by Store Category (TWICE 2006)........................23 Table 10: Top Ten Electronics Retailers (TWICE 2006).........................................................24 Table 11: Estimated Number of Retail Establishments in PG&E Service Territory............25 Table 12: Consumer Electronics Percentage Sales by Channel (2002 Retail Census)......25 Table 13: Sales Volume to Dealers by Channel in PG&E Territory ......................................26 Table 14: Top Ten Value Added Resellers (2007 VARBusiness 500)...................................26 Table 15: Top VARS with Western Headquarters (2007 VARBusiness 500) .......................27 Table 16: Top VARS Serving Local and State Government..................................................27 Table 17: Top VARS Serving Federal Government in California..........................................27 Table 18: Retail Channel Decision Making Factors ...............................................................36 Table 19: OEM Channel Decision-Making Factors.................................................................40 Table 20: Advantages and Disadvantages of Channel Options ...........................................41 Table 21: CEE Electronics Measures—Market Summary .....................................................49 Table 22: Office Equipment Unit Shipments in PG&E’s Service Territory ..........................52 Table 23: Consumer Electronics Unit Shipments in PG&E’s Service Territory..................53 Table 24: Estimated Energy Savings in PG&E Service Territory by Segment....................54 Table 25: Energy-Saving Electronics Product Families........................................................55 Table 26: Opportunities for Influencing Behavioral Changes ..............................................61
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