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1
2007 ACEEE Market Transformation Symposium
March 20, 2007
Katharine KaplanENERGY STAR Product Manager:
Consumer Electronics & Office [email protected]
2
Growing Concern over Energy Consumption
• Times are changing: investors, insurers, and the public are taking a serious interest in energy and the environment
• Here are just some of the signs…
3
U.S. Energy Security & Supply Challenges
• U.S. reliance on foreign oil continues to climb– 1973—35% oil imported; 2003—56% imported; 2025 projection—
68% imported– U.S. demand for oil projected to grow 37% in next 20 years [1]
[1] Deutch, Philip J. “Think Again: Energy Independence.” Foreign Policy November/December 2005. http://www.foreignpolicy.com/users/login.php?story_id=3262&URL=http://www.foreignpolicy.com
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U.S. Energy Security & Supply Challenges
• A Council on Foreign Relations Independent Task Force determined: “The lack of sustained attention to energy issues is undercutting U.S. foreign policy and national security.” [1]
• Rise in Chinese oil imports is squeezing supplies and driving crude prices up– From 2000-2005, China’s energy consumption grew by 60% [2]
– China’s increasing oil ties with Iran could complicate U.S. interests and influence in Middle East
[1] Deutch, John; Schlesinger, James R.; Victor, David G. “National Security Consequences of U.S. Oil Dependency.” Council on Foreign Relations October 2006. http://www.cfr.org/publication/11683/
[2] Downs, Erica. “The Brookings Foreign Policy Energy Security Series: China.” The Brookings Institution December2006. http://www.brookings.edu/fp/research/energy/2006china.pdf
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Region 2003 Average Price
(cents/kWh)
2005 Average Price
(cents/kWh)
Percentage Change
New England 11.7 13.43 14.79%
Mid-Atlantic 11.6 12.51 7.84%
South Atlantic 8.11 8.84 9.00%
East North Central 8.16 8.44 3.43%
West North Central 7.43 7.81 5.11%
East South Central 6.76 7.42 9.76%
West South Central 8.66 10.01 15.59%
Mountain 7.97 8.68 8.77%
Pacific Contiguous 9.9 10.06 1.62%
Pacific Non-contiguous
14.96 17.74 18.58%
Average Electric Utility Prices by Region for 2003 versus 2005
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State Responses to Tight Electric Markets
• Tight electric markets leading to surge in proposed coal plants – ~150 plants proposed
• Cost of Super Critical Pulverized Coal plants soaring – 50-100% increase in capital cost (w/o considering carbon)
• Coal electricity now 8-12¢/kWh in many markets
• New coal could lock in high-cost electricity and emissions for 35-50 years
From R. Neal Elliott, Presentation on “Energy Market Outlook for 2007, ACEEE.
• 2006: An Inconvenient Truth becomesthe 3rd highest grossing documentary of all time
• 2007: Wins an Academy Award for Documentary feature
• Increased media attention bring “resurgence in commitment to environmentalism”– Newsweek, E-Magazine,
HGTV, Business Wire
• U.S.’s greening is:– Bottom-up (not top-
down/ or federal government-driven)
• And driven by:– Voter reaction to
intense weather events, especially hurricane Katrina
– Energy security worries– Political changes
(Schwarzenegger doing well)
– Businesses who recognize the inevitability of emission controls
February 2007
9July 2006
10
Fashion retailer Diesel launches “Global Warming Ready” ad campaign. Left: catching rays on the shores of…Mount Rushmore?
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How much do U.S. consumers currentlyspend to power their electronics products?
12
Space Heating11%
Miscellaneous30%
Cooling14%
Water Heating8%
Lighting17%
Appliances20%
Summary of National Residential Electricity Consumption by End Use for 2006
Miscellaneous Motors29%
Miscellaneous Heating
24%
Miscellaneous Electronics
47%
In 2006, U.S. national residential electricity consumption was projected to total 1,353 TWh. Electronics products, grouped under miscellaneous, accounted for 14% of total residential electricity consumption. End Use Consumption Estimate is from EIA's Annual Energy Outlook 2006, Report #:DOE/EIA-0383(2006)
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Summary of National Residential Electricity Consumption by End Use for 2020
Space Heating10%
Miscellaneous37%
Cooling13%
Water Heating7%
Lighting17%
Appliances16%
Miscellaneous Motors26%
Miscellaneous Heating
21%
Miscellaneous Electronics
53%
By 2020, U.S. national residential electricity consumption is projected to total 1,691 TWh. Electronics products, grouped under miscellaneous, will account for 19% of total residential electricity consumption.
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Summary of Dollars Spent per Household on Electricity by End Use for 2006
Space Heating, $121
Miscellaneous, $326
Cooling, $161Water Heating, $89
Appliances, $221
Lighting, $191
Miscellaneous Electronics,
$153
Miscellaneous Motors, $96
Miscellaneous Heating, $78
In 2006, the average U.S. household was projected to spend $1,111 annually on household electric bills. About $153, or 14% of this, was spent on power consumption for electronics products.
15
Summary of Dollars Spent per Household on Electricity by End Use for 2020
Miscellaneous Electronics,
$218
Miscellaneous Heating, $84
Miscellaneous Motors, $107
Space Heating, $115
Cooling, $150
Water Heating, $77
Appliances, $184
Lighting, $194
Miscellaneous, $410
In 2020, the average U.S. household is projected to spend $1,129annually on household electric bills. About $218, or 19% of this, will be spent on power consumption for electronics products.
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Impacts on Consumer Spending/Purchasing Decisions
• 47% of consumers plan to spend less on discretionary items like HDTVs, PCs, and major appliances, due to higher energy and gas bills*
• 88% of consumers agree “somewhat” to “completely” that it is important for household appliances, electronics, heating/cooling systems, and lighting products to have the ENERGY STAR label **
• 80% of consumers rate energy efficiency as important to their purchase decisions**
• 6% of consumer spending was projected to be accounted for by energy prices by the end of 2005,#
which is higher than any point in the last decade
* Mary Ellen Lloyd, Dow Jones Newspapers, as appeared in the online edition of the Wall Street Journal. “Best Buy, Circuit City Down: Angst Over Consumers Continues” (July 12, 2006)** Understanding the LOHAS Consumer Report, The Natural Marketing Institute, 2004 # Daniel Chung and Zachary Karabell; Alger Market Commentary, as it appeared in the online edition of Forbes Magazine. “Energy Costs Drain Joe Six-Pack” (September 30, 2005)
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Summary of CEA’s CE Energy Consumption Study
• Excluding digital TVs, CE products consumed about 147 TWh of electricity in U.S. homes in 2006
• Nationally, CE electricity consumption was 11%of total residential consumption– EPA’s estimate for CE electricity consumption in 2006
is about 14% • CEA and EPA’s estimates fairly similar,
considering digital TVs not included by CEA– Analog TVs accounted for 36% of the total 147 TWh
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2006 CE Residential Energy Consumption (CEA Estimates)Consumer Electronics Product
CategoryEstimated Annual Energy
Consumption (TWh)Television – analog 53
PC – desktop 21Other 17
STB – cable 10STB – satellite 9.0
Monitors 7.6Compact Audio 6.2Cordless Phone 5.0
VCR 5.0DVD Player 4.4
PC – Notebook 2.8Video Game 2.4
Home Theatre in a Box 2.2TAD 0.9
STB – PVR 0.4
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What Does All This Mean?
• Consumers care about energy efficiency– 78% of survey respondents state that ENERGY STAR
certification is very or somewhat important for electronics* – 79% of survey respondents said they would look to a
national home appliance store such as Best Buy to purchase energy-efficient products**
– 95% of recent purchasers of qualified product are likely to purchase an item with the ENERGY STAR mark in the future*
• Manufacturers and the efficiency community must work together to:– Educate consumers about the energy implications of their
purchasing decisions and empower them with the knowledge to make the best possible choices
* National Awareness of ENERGY STAR: Analysis of CEE Household Survey Data** Energy Pulse 2005, the Shelton Group
20
Potential Energy Implications of Home Networking
• Short-term: Adding network ability generally increases power consumption of products– Leads to increased ‘on’ time– Products/components added solely to support a networked
environment– Behavior of a single product on the network can greatly affect
energy use of other products • Long-term: Improved communication protocols between
products could enable substantial savings– Designing for networked infrastructure and interoperability from
the onset; establishing interoperability standards – Taking best advantage of increased sensors, displays, processing
and tracking abilities to optimize energy used and inform user of potential savings
21
Potential Energy Implications of Product Convergence
• Short term: Energy usage could go either way, depending on whether products are designed with energy consumption in mind– Stakeholders must engage in discussions early in the
product development process to ensure energy savings
• Long term: Will reduce sheer number of technologies as well as standards that products must meet– Could reduce interoperability incompatibilities that
currently increase energy use
22
Other Considerations
• Improve communications between products to optimize energy usage; routine activity shouldn’t keep product awake
• Maintain network presence in sleep mode• Incorporate these as built-in feature for products
and avoid need for user configuration• Make efficiency work while minding security
needs
23
Potential Energy Implications of Product Convergence
• At a fork in the road right now
We are literally at a fork in the road…..
Where does that leave us now?
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Wide Diversity of Products-Look for Common Solutions
• Consumer electronics products are diverse in number, offering an array of features and functionality
• Use of many common components allows manufacturers and efficiency community to understand many products before they enter the market:– Power supplies– Processors– Memory– Displays– Network connections– Charging mechanisms
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ENERGY STAR Can be a Solution for Savings: External Power Supplies
• Developed specification with Australia, China, California, EU (Code of Conduct)
• Specification qualifies models with high active efficiency and low no-load power loss
• 57 partners signed on – Companies from Brazil, China, Finland,
Germany, Hong Kong, Japan, South Korea, Taiwan, United Kingdom, and USA
• 755 individual models and 50 product families with 245 models qualified, overall 1,000 qualified EPSs
• Tier 2 levels on the horizon • Applications
– Required in all new ENERGY STAR specifications including imaging & IT
26
ENERGY STAR Can be a Solution for Savings: Internal Power Supplies
• Internal power supply requirement in new finalized specification for computers – Effective July 20, 2007– Products covered: notebooks, desktops, desktop-derived
servers, game consoles and workstations– Internal Power Supplies (IPS) must have a minimum efficiency
of 80% at 20%, 50% and 100% and PFC of 0.9
• 80 PLUS program utility rebate program (www.80plus.org)– 131 certified designs
27
80 PLUS® Certified Power SuppliesJan. 2005 – Feb. 2007
0
20
40
60
80
100
120
140
2005Q1
2005Q2
2005Q3
2005Q4
2006Q1
2006Q2
2006Q3
2006Q4
2007-Q1(as of Feb-
21st)
Tota
l # o
f Cer
tifie
d Po
wer
Sup
plie
s
AcBelAkasaAntecAutecAVNETC&D TechnologiesCeletronixChannel Well TechnologyCoolerMasterCrown Young IndustriesDellDeltaEnermaxEnhance ElectronicsERSFairchild SemiconductorFSP GroupHECHewlett-PackardHigh PowerHiProLogisys ComputerON SemiSeasonicSilverStone TechnologySolytechSparkle PowerSystem General CorporationTaganTopowerYesico
Manufacturers (31)
6 914
17
3441
88
119
131
Date Certified
28
ENERGY STAR Can be a Solution for Savings: Functional Adder Approach
• EPA understands there is no ‘one-size-fits all’ approach for electronics– As specifications are developed/revised, a category’s
unique characteristics are considered• Certain features increase the product’s power
consumption, but also add important functionality for the user
• EPA recognized this in the recently finalized Imaging Equipment specification by granting an additional power consumption allowance for some enhanced functionalities, such as wireless connections or additional memory
Product Category Current Spec & Effective Date Spec Revision/Tier II Development Plans
Battery Charging Systems Version 1.0; January 1, 2006 None
External Power Supplies Version 1.1; January 1, 2005 Tier 2 expected to take effect in 2008
Telephony (e.g., Cordless Phones)
Version 2.0; November 1, 2006 None
DTAs (Digital TV Adapters) Version 1.0; January 31, 2007 None
Complex Set-top Boxes Spec development launched in March 2007; effective date TBD
Currently under development
TV/VCR Tier 3 of Version 2.2; July 1, 2005 Version 3.0 currently under development; expected to be finalized Fall 2007 and take effect July 2008
Audio/DVD Tier 2 of Version 1.0; effective January 1, 2003.
None
Monitors Tier 2 of Version 4.1; January 1, 2006
Revision being considered now
Imaging Tier 1 of Version 1.0; April 1, 2007
Tier 2 expected to take effect April 1, 2009
Computers Tier 1 of Version 4.0; July 20, 2007
Tier 2 expected to take effect January 1, 2009
Summary of Current CE and OE Product Specs
30
How Can Efficiency Programs Maximize Savings Opportunities?
• Educate consumers about the energy implications of their electronics purchases
• Work with manufacturers to encourage efficiency early in the product design process-don’t wait until products are baked
• Provide resources for research to ensure more efficient products reach the market-Think Big
• Look at full menu of mechanisms• Engage with industry when product standards are
being developed by manufacturing stakeholder-groups to ensure energy consumption is addressed
31
Contact Information
Katharine Kaplan ENERGY STAR ProgramU.S. [email protected](202) 343-9120www.energystar.gov