Will customers buy it?
While discussing such exciting developments, it is not
unusual to lose sight of the central role of customers in the
rapidly evolving smart grid paradigm. Engineers, technicians,
economists, and everyone else, it seems, all have grand
designs for the smart grid, smart meters, smart prices, and
smart devices. Others envision grand schemes where all these
components will be coordinated and integrated so that the
inherent synergies of the smart grid can be captured and the
vision realized. But will consumers buy any of this? Will they
do as the experts hope? Will they behave as the models
predict? Will they be engaged as many expect them?
As a number of chapters in Part III of this book point out,
customer acceptance and participation, by all accounts, are
among the biggest and most challenging pieces of the smart
grid puzzle. Consumers, most social scientists and
anthropologists insist, have their own needs and priorities.
With increasing demands on their limited disposable time and
even more limited attention span, they may or may not behave
as the experts and engineers want them to.
Moreover, consumers are wary of the data privacy issues and
increasingly concerned about “big brother” looking over their
shoulders, remotely monitoring and controlling their devices,
and managing their electricity consumption. A number of
smart metering implementation projects have already
encountered significant consumer backlash, and this may be
the tip of the iceberg.
In California, for example, where utilities are engaged in an
ambitious rollout of smart meters, a significant number of
consumers have expressed concerns about the smart meters,
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