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By Jesse Berst
"The smart grid can offer a more efficient pricing structure," he continued. Ott argues for "price responsible demand" as a more efficient pricing structure.
"Consumers can act on that information by turning to convenient automation technology that reduces electricity use when prices are high. So a smart thermostat might change air conditioning settings when prices reach a certain level."
There's a lot to applaud here. First, Ott is getting in direct dialog with consumers via an op-ed piece. Second, he is describing smart grid benefits in consumer terms. Third, he is not expecting consumers to do any heavy lifting. Instead, he suggests that thermostats and appliances can be programmed to take the right steps automatically.
We hope other industry players will add their voices in their regions. We can't expect consumers to understand the benefits of the smart grid by osmosis. We have to explain it to them early and often until the message gets through.
Are you aware of other executives or utilities doing strong outreach? Use the Talk Back comment form to suggest other places to look for good examples.
You might also want to read…
It's the planning, stupid! How utilities are messing up their smart grid communications
Webinar replay: Leveraging behavioral science for persistent customer engagement
More consumer engagement news and resources
Jesse Berst is the founder and chief analyst of Smart Grid News.com, the industry's oldest and largest smart grid site. A frequent keynoter at industry events in the U.S. and abroad, he also serves on advisory committees for Pacific Northwest National Laboratory and the Institute for Electric Efficiency. He often provides strategic consulting to large corporations and venture-backed startups. He is a member of the advisory boards of GridGlo and Calico Energy Services.
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