Dentsu Inc. Collaborates with U.S.-Based O'Power ― Realizing Advanced Client Services for Energy Liberalization ―

Dentsu Inc. announced on August 31 that it will collaborate with U.S.-based OPOWER INC., which operates a big data platform for energy, to enhance client services ahead of energy liberalization starting in 2016. It will also work with OPOWER Japan, the company's Japanese subsidiary.

1. Background of the Collaboration

Starting with the retail electricity liberalization in April 2016 and the gas retail liberalization in 2017, households and small businesses will be able to freely choose their electricity and gas providers.

In overseas markets that have already liberalized energy, increased market entrants and diversified pricing plans have led to the development of marketing and communication strategies that meticulously address individual user needs, significantly impacting a provider's ability to establish competitive advantage.

O-Power is a world-leading vendor providing customer engagement platforms for energy conservation, based on big data analysis, to approximately 100 electricity and gas providers globally, including already liberalized markets. By analyzing big data such as individual electricity usage and applying behavioral science, it delivers personalized energy-saving advice to consumers. Feedback from this process helps utilities improve cost efficiency, thereby enhancing the relationship between utilities and customers and ultimately supporting the optimization of society's energy balance.

Meanwhile, Dentsu Inc. launched its energy solutions team "DEMS" in February 2015 to provide diverse communication services—including marketing promotions, business development, consulting, and IT solutions—to energy providers. It already delivers various solutions to numerous energy-related clients.

By leveraging these mutual strengths, Dentsu Inc. and O-Power will further enhance client services and provide integrated marketing and communication services to existing energy providers (such as electricity and gas companies) and new entrants.

Furthermore, they will strengthen the localization of O-Power's solutions to meet Japanese consumer needs while also promoting the horizontal deployment of their know-how to overseas energy providers.

2.Overview of Services Provided by theTwoCompanies

　① Provision of services for customer management, retention, and loyalty enhancement through big data analysis and energy-saving insights
　a. Seamlessly plan and execute integrated communication strategies that organically link mass communication, PR, social media, and one-to-one direct channels with subscribers.
　b. Provision of marketing outsourcing services for direct communication activities targeting subscribers.

② Creation of Regional Engagement Models

　　Promoting the development of new demand response schemes, regional point programs, and regional segment advertising media utilizing electricity usage data from O-Power Platform subscribers, combined with Dentsu Inc.'s consumer insights and regional/societal trend data.

【OPOWER Headquarters Overview】
・Company Name: OPOWER INC.
・Location: Arlington, Virginia, USA
・Representative: Dan Yates (CEO)
・Established: June 2007
・Website: http://opower.com/

【Overview ofOPOWERJAPAN】
・Company Name: OW Power Japan Co., Ltd.
・Location: 10F, Shin-Marunouchi Building, 1-5-1 Marunouchi, Chiyoda-ku, Tokyo
・Representative: Takahiro Kuge (Country Manager)
・Established: September 2013

Dentsu Inc. News Release: http://www.dentsu.co.jp/news/release/2015/0831-004135.html