Product modules for a new product world
Product diversity is growing: smart metering, time and load-dependent tariffs, accredited eco-products, climate neutrality, electromobility, as well as continued price guarantees, prepayments and deposits - many energy suppliers are busy reinventing their electricity and gas product portfolios and are continuously updating them. How can product management gain a foothold in this new world? How can suppliers develop product modules for a product range geared towards a specific target group and integrate these modules into their processes and their IT landscape?
In addition to the electricity and gas product portfolio, innovative heat products and decentralised energy generation will have to be integrated into the product landscape. New offers are also being put to business customers; the focus here is on flexible and exchange-orientated products, energy and risk management.
The challenge facing energy suppliers now is to develop a product range that offers just the right product for the different target groups depending on company position.
For private customers, these products today include basic and back-up supply for customers reluctant to switch suppliers, online and combined products for customers willing to switch, as well as green electricity and energy efficiency products for ecologically minded customers.
Future product innovation is being driven by climate protection and technical innovations, such as smart metering. Only new intelligent products are capable of utilising the potential of smart meters and providing customers with true added value. In this sense, the product portfolio must be dynamic so that just the right product solution is always at hand even when the parameters change.
Business customers are a heterogeneous segment. Customers who require large energy volumes must be given access to the EEX, companies for whom energy costs are not an important factor want carefree products that they do not have to worry about. The price must be competitive.
A modular product system is in any case recommended so that products can be developed in a quick and flexible manner for all customer segments. A modular product structure creates transparency and makes it possible to control process costs and risks.
