trusted adviser customers go to when making decisions on products—not Google or a
third-party supplier. When a customer wants to install solar or wind equipment on its premises, the utility should be the first resource that customer calls. Not only is the utility the expert, the best source of advice, but it can also offer additional maintenance services, including a program to buy excess capacity when available.There’s a huge opportunity for utilities to fill that role. Some do it well today, but too many still have antiquated practices—there’s a lot of room for improvement.
This is where machine learning and artificial intelligence become very important. They demand real-time data analytics, not historical analytics. Decisions must be based on whatever is happening right now. The utility must understand behavior—what the device is trying to do. The problem might involve load balancing or something else, but the utility must get it fixed in real time—the margin is in real time.
Marketing is critical. Utilities are competing with more experienced, customer-driven organizations, and if they don’t change, they’ll see customers intermediated away from them. Utilities need a highly coordinated effort. It’s transformational, and it needs to be at a transformational level. Brian Bradford is Vice President of Oracle’s Utility Industry Solutions Group. Prior to joining Oracle, Brian was Product Line Leader in General Electric’s hosted softwa...
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