This IDC Energy Insights' Perspective discusses the Green Button (GB) initiative, which is intended to spur innovation in energy management and help develop a new customer marketplace by making consumption data easily accessible and standardized. Utilities are asked to adopt an XML data standard, but the business case for this effort is cloudy in these early days. If utilities do not see the benefits of participation outweighing the costs, there is little hope for successful market development. Why would utilities adopt a standard that has the potential to promote less consumption of their product? Utilities will adopt Green Button because it eases integration of third-party services, expands customer engagement for meeting efficiency targets, and enhances customer satisfaction.
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