Considering a new pricing program? Study this case history first


By: SGN Staff


Quick Take: More and more utilities (and regulators) are starting to sniff around the idea of dynamic pricing. But before you move forward, study this PG&E case study from the Association for Demand Response and Smart Grid (ADS). PG&E has been a true early pioneer, with all the scars and scratches that come from blazing a trail. So why not grab their lessons learned? The four learnings highlighted in the release below are not particularly earthshaking, but there are more specifics in the case study itself.


ADS is famous for two things: 1) an annual National Town Meeting on demand response and 2) changing its name every few years. So you'd better grab the case study at the link below before the name and the website change again. - By Jesse Berst


New utility case study released by the Association for Demand Response & Smart Grid


WASHINGTON, Sept. 4, 2013 /PRNewswire-USNewswire/ -- The Association for Demand Response & Smart Grid (ADS) released a new case study that examines engaging customers around a critical peak pricing program. The case study is based on interviews with employees of Pacific Gas & Electric (PG&E) about the utility's "SmartRateâ„¢" program, which began in 2008 and now enrolls 100,000 customers in critical peak pricing. The narrative-style case study is the third in an ADS series that goes behind the scenes to examine the goals, reasoning and processes used to design and evaluate program offerings and tools.


"This case study highlights a trend where more and more utilities are offering demand response and time-based pricing programs to their customers" said Dan Delurey, Executive Director of ADS. "As these programs become increasingly available, they become another tool that adds to traditional energy efficiency offerings to customers. Offering both kinds of programs in a unified way is a key consideration for utilities, and we will be examining that very topic at the upcoming National Summit on Integrating Energy Efficiency and Smart Grid on October 15-16."    

"Like the previous case studies released by ADS, the case study of the PG&E SmartRate program uses interviews to provide an inside view of implementing a demand response program," said Delurey. "You get to hear from PG&E personnel not just what their conclusions are, but how they got there, with all of the starts, stops and course changes along the way. We hope that practitioners and policymakers will use this to see what lessons were learned by PG&E and how they might be applied to their own work."


The case study can be found on the ADS website at


About the Association for Demand Response & Smart Grid

The Association for Demand Response & Smart Grid (ADS) is nonprofit organization consisting of professionals, companies and organizations involved in demand response and smart grid. It provides services to educate and help policymakers and practitioners its members in the conduct of their work and in the attainment of their goals.  ADS seeks to establish and grow a demand response "community" of policymakers, utilities, system operators, technology companies, consumers, and other stakeholders.


Group Members of ADS are Ameren, American Public Power Association (APPA), Arizona Public Service (APS), California ISO, Comverge, Con Edison, Conservation Services Group (CSG), Constellation, Corporate Systems Engineering, Dimplex, Duke Energy, Emerson Climate Technologies, ENBALA, Energate, EnerNOC, Freeman, Sullivan & Co, GE, ISO New England, Itron, Landis+Gyr, MISO, National Grid, National Rural Electric Cooperative Association (NRECA), Navigant Energy Practice, Negawatt, NYSERDA, Olivine, On-Ramp Wireless, Opower, Pacific Gas & Electric (PG&E), PECO, PJM Interconnection, Reliant, Rodan Energy Solutions, San Diego Gas & Electric (SDG&E), Siemens, Silver Spring, Southern California Edison (SCE), Southern Company, and Tennessee Valley Authority (TVA). 


More information on ADS can be found at:


Jesse Berst is the founder and Chief Analyst of SGN and Chairman of the Smart Cities Council, an industry coalition.


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