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Hyundai Heavy IndustriesElectro Electric Systems Renewable Energy Marketing Analysis
30 January 2009
Daniel Keeyeon Warren email: [email protected] 1
mailto:[email protected]:[email protected] -
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Table of ContentsExecutive Summary 3
SWOT Analysis 4
Brand Analysis 5
What is the brand DNA of HHIs Renewable Energy products? 5Marketing Communications Model 6
Solar Market Customers 6Wind Market Customers 6
Brand Building Strategies 8
Trade Associations 8Internet-Based Renewable Energy Media Companies 8Conferences and Forums 9Traditional Mass Media 9RE Specific Magazines and Newspapers 9Festivals and Fairs 10
Daniel Keeyeon Warren email: [email protected] 1
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Blogs & Social Networking Sites 10Vertical & Horizontal Integration 12
Opportunities 12Information Management System 13
Renewable Energy Knowledge Library Project 13Business Opportunities 15
U.S. Broadband Internet Infrastructure 15Mobile Networking Industry 15Architectural PV Cells 15Native American Lands 16Brownfield Land Reclamation 16Solar Financing 16Smaller Scale Wind Turbines 17
References 18
Daniel Keeyeon Warren email: [email protected] 2
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Executive Summary
The economic slowdown still has the potential to cast a shadow on the industry as a whole. Clean energy projects around
the world fell by almost 25% during third quarter of 2008 due to fears of recession1. Big American utilities like Florida Power
& Light and Duke Energy have cut down on planned Renewable Energy projects. Despite the possible slow down, Renewable
Energy industry in the U.S. will gain critical momentum in 20092. President Obamas goal of pledging $150 billion dollars for
the next ten years to clean technology has contributed greatly to this build up of momentum3.
Based on a SWOT analysis, this report considers current lack of market share to be the number one weakness to HHI
Electro Electric Systems and offers some suggestions on how to strengthen market shares.
Goals & Objectives of this Report
To increase market shares through increasing Hyundai Heavys brand awareness
To increase market share through Vertical & Horizontal integration
To increase market share by implementing a market management system
To increase market share by exploring market opportunities
Daniel Keeyeon Warren 3
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SWOT Analysis
Daniel Keeyeon Warren 4
Multiple industries interested in RE
Government support of Renewable Energy
RE Market has not yet reached maturity
Offshore Floating Wind farms
Strengths Weaknesses
Opportunities Threats
Trusted Global Leader in the Power Industry
Mass Solar Cell (PV) Production Capabilities.
Mass Wind Turbine Production Capabilities
Vertical & Horizontal Integration Potential
Weak brand presence in Clean Technology
Limited involvement with trade organizations
Limited communication with the publicInterna
lto
HHI
Extern
alto
HHI
Global Recession
Raw Goods Shortages (e.g. Silicon)
Government support of RE smaller than ex-
pected
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Brand Analysis
What is the brand DNA of HHIs Renewable Energy products?
Hyundai Heavy builds ships, electric transformers, and various other products and services. To effectively increase HHIs
U.S. market share in the RE industry, the company should have a strong green image. Green Strategies Consulting states,
The best and most successful companies recognize that a clean and healthy environment and strong, sustainable eco-
nomic growth go hand in hand.4The bestexample for this approach is GEs Ecomagination Brand, which states, A busi-
ness initiative to help meet customers demand for more energy efficient products and to drive reliable growth for GE
growth that delivers for investors long term5.
Current external Hyundai Heavy communication states trying to diversify our portfolio by investing in renewable
energy sectors.6 This statement is economic and strategic business centric and doesnt include the sustainability and
green aspect. Therefore it is important that HHI communicate the right brand image to accompany its Renewable Energy
product portfolio. So, what will be Hyundai Heavys Renewable Energy brand promise?
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Marketing Communications Model
Hyundai Heavy should start by developing one central RE mission statement that balances economy with green. How-
ever, Hyundai Heavy will attract different customers based on varying advantages and disadvantages of solar and wind
energy products. Therefore it is recommend that Hyundai Heavys brand communication efforts use different marketing
channels for wind and solar customers. (Figure 1)
Solar Market Customers
Financing is fundamental. Solar panel installation in homes and small businesses are becoming increasing easy and popu-
lar due to recent trends in solar financing7. Financing options such as Berkley First, SunEdison, and MMA Renewable Ven-
tures are driving this trend8. Therefore HHIs solar panels could be marketed to large solar farm installation projects, indi-
vidual homes, and everywhere between.
Wind Market Customers
The end users of wind energy products in the U.S. fall into two basic categories: businesses (maturing) and consumers
(budding). There are two categories of businesses. Large installers of wind farms (energy companies or governments) and
businesses that are looking to reduce their carbon footprint and greenhouse gas emissions, a move which can improve their
green image among competitors and customers.
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Daniel Keeyeon Warren 7
Large Scale Projects
Energy companies & Government
HHI Renewable Energy
Growth Strategy
Solar Energy
Marketing Communications
Figure 1
HHI Renewable Energy Growth Strategy Model
Wind Energy
Marketing Communications
HHI Renewable Energy
Mission Statement
Business Consumers
Improve Green Image
Large Scale Projects
Energy companies & Government
Distributers, Retailers, & End Users
Business Consumers
Improve Green Image
Consumer Categories
Distributers, Retailers, & End Users
Define Advantages
&
Disadvantages
Be Genuine in wanting to be green.
**There is consumer mistrust regarding
company motives for going green.**
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Brand Building Strategies
Trade Associations
Get more involved with trade organizations and be an active participant. Trade associations can help Hyundai Heavy
brand by: spreading technical information, statistically monitoring the market, lobbying for favorable policy, and publicizing
RE benefits through media and demonstration projects9. Top five trade organizations:
Internet-Based Renewable Energy Media Companies
These Renewable Energy media companies monitor news regarding technical developments, investment deals, and com-
pany moves. Top six sites:
RenewableEnergyAccess.com
Cleantech.com
GreentechMedia.com
Clean Edge
New Energy Finance
The American Council on Renewable Energy (ACORE)
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Solar Energy Industries Association(SEIA)
The Solar Electric Power Association(SEPA)
The American Wind Energy Association(AWEA)
Native American Wind Interest Group(NAWI)
Native Wind
http://www.greentechmedia.com/http://www.renewableenergyaccess.com/http://www.solarelectricpower.org/http://www.solarelectricpower.org/http://www.seia.org/http://www.seia.org/http://www.nativewind.org/http://www.nativewind.org/http://www.windpoweringamerica.gov/na_nawig.asphttp://www.windpoweringamerica.gov/na_nawig.asphttp://www.awea.org/http://www.awea.org/http://www.nativewind.org/http://www.acore.org/fronthttp://www.acore.org/fronthttp://www.newenergymatters.com/http://www.newenergymatters.com/http://www.cleanedge.com/http://www.cleanedge.com/http://www.greentechmedia.com/http://www.greentechmedia.com/http://www.cleantech.com/http://www.cleantech.com/http://www.renewableenergyaccess.com/http://www.renewableenergyaccess.com/ -
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Conferences and Forums
Attend conferences and forums. Provides Hyundai Heavy with networking opportunities with trade associations, profes-
sional organizations, media groups, and even governments. Better yetwhy not host a regional (Asian) or sponsor an inter-
national conference?
Traditional Mass Media
RE is beginning to be advertised through the mass media. Advertising could promote more investment, encourage major
companies to commit to RE, and create new opportunities for loans and financing. Greater demand would also positively
influence government policies. The cost General RE advertising could be shared through trade organizations. GE took out a
rare Super Bowl (10) TV ad this year (something that the company has not done since 1981) on Renewable Energy11.
RE Specific Magazines and Newspapers
The advertising of Hyundai Heavy branded RE products and services could benefit from advertising in specialty and niche
magazines & newspaper section dedicated to RE industry.
Home Power Magazine
Solar Today Magazine
Mother Earth News
Dwell Magazine
New York Times series: The Energy Challenge
Daniel Keeyeon Warren 9
http://www.motherearthnews.com/http://livepage.apple.com/http://www.ases.org/index.php?option=com_content&view=article&id=14&Itemid=22http://www.dwell.com/http://www.homepower.com/home/http://livepage.apple.com/http://livepage.apple.com/http://www.dwell.com/http://www.dwell.com/http://www.motherearthnews.com/http://www.motherearthnews.com/http://www.ases.org/index.php?option=com_content&view=article&id=14&Itemid=22http://www.ases.org/index.php?option=com_content&view=article&id=14&Itemid=22http://www.homepower.com/home/http://www.homepower.com/home/ -
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Festivals and Fairs
Festivals and fairs create opportunity to engaged public in a personal way and therefore have high word of mouth value.
Hyundai Heavy could deliver experiential marketing to win hearts and minds of festival goers. Examples of festivals include:
SolFest (Hopland CA)
SolWest
RE Fest
The Energy Fair
Blogs & Social Networking Sites
Learn from Obama and get involved in the dialogue. Be transparent and start communicating. This is one of the most cost
effective, yetpowerful ways of spreading the Hyundai Heavy brand. The most concentrated Renewable Energy information
is distributed over the Internet as web logs or blogs12. GE for example, have blogs (GE Reports13), micro blogs (Twitter14) and
dedicated Renewable Energy brand site (Ecomagination15) to communicate with potential investors and consumers alike.
The transparency created by GE through their blogs create a trust of the GE brand and gives the company authority over its
leadership role. (Figure 2)
Daniel Keeyeon Warren 10
http://www.re-fest.org/http://www.solwest.org/http://www.the-mrea.org/energy_fair.phphttp://www.the-mrea.org/energy_fair.phphttp://www.solarliving.org/display.asp?catid=17http://www.solarliving.org/display.asp?catid=17http://ge.ecomagination.com/site/http://ge.ecomagination.com/site/http://twitter.com/ge_reportshttp://twitter.com/ge_reportshttp://www.gereports.com/delivering-a-smarter-more-efficient-grid/http://www.gereports.com/delivering-a-smarter-more-efficient-grid/http://www.the-mrea.org/energy_fair.phphttp://www.the-mrea.org/energy_fair.phphttp://www.re-fest.org/http://www.re-fest.org/http://www.solwest.org/http://www.solwest.org/http://www.solarliving.org/display.asp?catid=17http://www.solarliving.org/display.asp?catid=17 -
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Figure 1
Twitter Strategy Model
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Vertical & Horizontal Integration
An emerging trend in solar and wind competition is to integrate vertically and horizontally. Hyundai Heavy should take full
advantage of both vertical and horizontal integration. Vertical and horizontal integrations could create bundled or value
added systems that could be successful in the market place.
Opportunities
In particular Hyundai Heavys expertise in the field of offshore p latforms could potentially be a powerful industry ad-
vantage. The current trend in mega wind farms is to go offshore16. According to the National Renewable Energy labo-
ratory, the development of floating platforms for wind turbines will be necessary to deploy wind turbines in deeper
waters17.Current capital costs are approximately 30-50% higher than onshore, but these expenses are partially offset
by higher energy yields -- as much as 30%18.
Leverage Hyundai Heavys already existing strengths in the electro electric systems to market bundled complete solu-
tion systems.
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Information Management System
Recent LexisNexis () 19 search returned 638 articles during the past month with the word renewable
energy in the title and over 3,000 articles that contains renewable energy somewhere in the article. The sheer number of
information surrounding Renewable Energy is daunting. Therefore one of the major challenges for Hyundai Heavy is infor-
mation managing. It is the recommendation of this report to install information management system based on employee
involvement. (Example 1)
Renewable Energy Knowledge Library Project
All employees are encouraged to contributing to the RE Knowledge Library
Employees are encouraged to follow and monitor RE news and fill out a one page Summary Report Form
Every week the employee participating employees are placed into a lottery and could win a $100 Hyundai Department
Store Gift Certificate.
Employees would categorize the report by industry trends, competition news, or new business opportunities.
Senior managers could act as librarians and monitor and edit the reports.
Daniel Keeyeon Warren 13
http://ko.wikipedia.org/wiki/%EB%A0%89%EC%8B%9C%EC%8A%A4http://ko.wikipedia.org/wiki/%EB%A0%89%EC%8B%9C%EC%8A%A4http://ko.wikipedia.org/wiki/%EB%A0%89%EC%8B%9C%EC%8A%A4 -
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Renewable Energy Knowledge Library
Type of Report
Solar Energy R&D
Two Sentence Summary
To make Thin Film solar cells more efficient, sprinkle them
with silver.
Why is this important?
This new technology could potentially be a threat to PV
based technology.
Who is Involved?Kylie Catchpole of the Australian National University
Albert Polman of the Institute for Atomic and Molecular
Physics in Amsterdam
Source of the Article
The Economist, January 10th-16th 2009
Is there a web link?
http://www.economist.com/science/displaystory.cfm?story_i
d=12887225
Submitted by
Kim Min Gi: MG.Kim hhi.com
Renewable Energy Knowledge Library
Type of Report
Wind Energy R&D
Two Sentence Summary
Possibly solving the problems of wind turbines interfering
with the radar used in air-traffic control.
Why is this important?
If true, this new technology can help strengthen land
based wind turbine market. Nullify objections from the U.S.
military.
Who is Involved?
Cambridge Consultants (cambridgeconsultants.com)
Source of the Article
The Economist, November 8th-14th 2008
Is there a web link?
http://www.economist.com/science/displaystory.cfm?story_i
d=12551574
Submitted by
Kim Min Gi: MG.Kim hhi.com
Example 1
Sample RE Knowledge library
http://www.economist.com/science/displaystory.cfm?story_id=12887225http://www.economist.com/science/displaystory.cfm?story_id=12551574http://www.economist.com/science/displaystory.cfm?story_id=12551574http://www.economist.com/science/displaystory.cfm?story_id=12551574http://www.economist.com/science/displaystory.cfm?story_id=12551574http://www.economist.com/science/displaystory.cfm?story_id=12887225http://www.economist.com/science/displaystory.cfm?story_id=12887225http://www.economist.com/science/displaystory.cfm?story_id=12887225http://www.economist.com/science/displaystory.cfm?story_id=12887225 -
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Business Opportunities
U.S. Broadband Internet Infrastructure
Obama administration has stated that the, deployment of a modern communications infrastructure is a priorityand
America should lead the world in broadband penetration and Internet access.20 The biggest challenge to this plans is the
lack of accessibility for millions of Americans living in rural or off-the-grid communities.
Mobile Networking Industry
The GSMA, the global trade association representing the interests of over 750 GSM mobile phone operators worldwide,
launched the Green Power for Mobile program. The program aims to use renewable energy in the developing world for the
powering of off-grid base stations21. In the U.S. 3G networks using wind or solar energies could be installed in rural areas to
bring telecommunication and internet connections.
Architectural PV Cells
Arcelor Mittal is currently marketing, Arsolar Plus Photovoltaic System, steels structures that are built with solar panel inte-
gration in mind22. This could be a great opportunity for Hyundai Heavy to work with steel manufacturers to provide solar
panels as a possible brand leveraging strategy.
Daniel Keeyeon Warren 15
http://gsmworld.com/our-work/development-fund/energy/overview.htmhttp://international.arcelormittal-construction.ch/downloads/arval_arsolar.pdfhttp://international.arcelormittal-construction.ch/downloads/arval_arsolar.pdfhttp://gsmworld.com/our-work/development-fund/energy/overview.htmhttp://gsmworld.com/our-work/development-fund/energy/overview.htm -
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Native American Lands
Twenty Northern Plains Indian Reservations hold several hundred gigawatts of wind power potential, earning the Dakotas
the title "Saudi Arabia of Wind." Wind power potential on these Indian Reservations alone is more than enough to meet
North American Kyoto targets23.
Brownfield Land Reclamation
Brownfields are abandoned or underused industrial and commercial facilities available for re-use24. The U.S. Conference of
Mayors called for a national commitment to recycle the thousands of brownfields in Americas cities25. Recycling these sites
into energy farms also offer a unique publicity potential for Hyundai Heavy. Actively reach out to local governments with
Brownfields. Explore the possibility of creating a small Marketing (PR) & Sales department that promotes solar energy (and
wind) in cities and towns. Offer to visit local governments to hold town meetings and Q&As to have open discussions
about the role of renewable energy.
Solar Financing
For many potential residential customers and small organizations, the initial start up costs are often deal breakers. SolarCity
signed a deal with Morgan Stanley that will cut homeowners' upfront solar-installation costs to about $2,000 and charge
them a fixed monthly fee -- not a rate -- for solar power. It's the latest in a series of new programs trying to use a commer-
cial financial model to grow the residential solar market26.
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Smaller Scale Wind Turbines
The U.S. consumer market is rapidly changing. Some large-scale manufacturers of wind turbines and other wind energy
products have catered to the U.S. consumer market opportunity by developing smaller scale products to use for homes and
other noncommercial properties 27.
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REFERENCES
Daniel Keeyeon Warren 18
1
The Economist. (2008, November 6). Clean Technology in the Downturn [Gathering Clouds]. Retrieved February 1, 2009, fromwww.economist.com/business/displaystory.cfm?story_id=12562281
2 Bosik, D. (2009, January). Wind Power in the U.S. and the World(D. Sprinkle, Ed.). SBI. (Page 90)
3 The White House. (n.d.). Energy & Environment. Retrieved February 1, 2009, from
www.whitehouse.gov/agenda/energy_and_environment/
4 Green Strategies Inc. (n.d.). Retrieved February 4, 2009, from http://www.greenstrategies.com/services/services.html
5 GE Ecomagination. (n.d.). Welcome to Our Vision of a Healthier World. Retrieved February 5, 2009, from General Electric Web site:
http://ge.ecomagination.com/site/6 Kim, K. (n.d.). American Wind Energy Association "View Profile." Retrieved February 1, 2009, from www.awea.org
7 Capello, D. (2008, March). The U.S. Solar Energy Market in a World Perspective (C. Minkler, Ed.). SBI. (Page 65)
8 Kho, J. (n.d.). Battle for Home Solar Financing Begins. Retrieved April 2, 2008, from http://www.greentechmedia.com/articles/
battle-for-home-solar-financing-begins-757.html
9 Sprinkle, D. (2007, November). Renewable Energy Investments in the U.S. (C. Minkler, Ed.). Packaged Facts. (Page 111)
10http://ko.wikipedia.org/wiki/
11 GE Takes Out Rare Super Bowl Ad to Tout Smart-Grid Technology. (2009, January 22). Retrieved February 5, 2009, from
http://online.wsj.com/article/SB123266809474208063.html
12 Sprinkle, D. (2007, November). Renewable Energy Investments in the U.S. (C. Minkler, Ed.). Packaged Facts. (Page 115)
http://ko.wikipedia.org/wiki/%EC%8A%88%ED%8D%BC%EB%B3%BChttp://www.awea.org/http://ge.ecomagination.com/site/http://www.greenstrategies.com/services/services.htmlhttp://www.greenstrategies.com/services/services.htmlhttp://www.whitehouse.gov/agenda/energy_and_environment/http://www.whitehouse.gov/agenda/energy_and_environment/http://www.whitehouse.gov/agenda/energy_and_environment/http://www.economist.com/business/displaystory.cfm?story_id=12562281http://www.economist.com/business/displaystory.cfm?story_id=12562281http://www.economist.com/business/displaystory.cfm?story_id=12562281http://online.wsj.com/article/SB123266809474208063.htmlhttp://online.wsj.com/article/SB123266809474208063.htmlhttp://ko.wikipedia.org/wiki/%EC%8A%88%ED%8D%BC%EB%B3%BChttp://ko.wikipedia.org/wiki/%EC%8A%88%ED%8D%BC%EB%B3%BChttp://www.greentechmedia.com/articles/http://www.greentechmedia.com/articles/http://www.awea.org/http://www.awea.org/http://ge.ecomagination.com/site/http://ge.ecomagination.com/site/http://www.greenstrategies.com/services/services.htmlhttp://www.greenstrategies.com/services/services.htmlhttp://www.whitehouse.gov/agenda/energy_and_environment/http://www.whitehouse.gov/agenda/energy_and_environment/http://www.economist.com/business/displaystory.cfm?story_id=12562281http://www.economist.com/business/displaystory.cfm?story_id=12562281 -
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Daniel Keeyeon Warren 19
13http://www.gereports.com/delivering-a-smarter-more-efficient-grid/
14http://twitter.com/ge_reports
15http://ge.ecomagination.com/site/
16
Bosik, D. (2009, January). Wind Power in the U.S. and the World(D. Sprinkle, Ed.). SBI. (Page 9)17 Musial, W., & Butterfield, S. (2004, June 26). Future for Offshore Wind Energy in the United States. Retrieved February 5, 2009, from
National Renewable Energy Laboratory Web site: http://www.nrel.gov/docs/fy04osti/36313.pdf
18 IBID
19http://ko.wikipedia.org/wiki/
20 The White House. (n.d.). Technology. Retrieved February 4, 2009, from http://www.whitehouse.gov/agenda/technology/
21http://gsmworld.com/our-work/development-fund/energy/overview.htm
22http://international.arcelormittal-construction.ch/downloads/arval_arsolar.pdf
23 Native Wind. (n.d.). The Richest Wind Regime. Retrieved February 6, 2009, from http://www.nativewind.org/html/wind_potential.html
24http://en.wikipedia.org/wiki/Brownfield_land
25 Organization of United States Mayors. (n.d.). City Report Shows Effects of Brownfields in America. Retrieved February 6, 2009, from
http://www.usmayors.org/pressreleases/documents/brownfields022400_final.asp
26 Kho, J. (n.d.). Battle for Home Solar Financing Begins. Retrieved April 2, 2008, from http://www.greentechmedia.com/articles/
battle-for-home-solar-financing-begins-757.html
27 Bosik, D. (2009, January). Wind Power in the U.S. and the World(D. Sprinkle, Ed.). SBI. (Page 90)
http://www.greentechmedia.com/articles/http://www.usmayors.org/pressreleases/documents/brownfields022400_final.asphttp://www.usmayors.org/pressreleases/documents/brownfields022400_final.asphttp://en.wikipedia.org/wiki/Brownfield_landhttp://en.wikipedia.org/wiki/Brownfield_landhttp://www.nativewind.org/html/wind_potential.htmlhttp://international.arcelormittal-construction.ch/downloads/arval_arsolar.pdfhttp://gsmworld.com/our-work/development-fund/energy/overview.htmhttp://www.whitehouse.gov/agenda/technology/http://www.whitehouse.gov/agenda/technology/http://ko.wikipedia.org/wiki/%EB%A0%89%EC%8B%9C%EC%8A%A4http://www.nrel.gov/docs/fy04osti/36313.pdfhttp://ge.ecomagination.com/site/http://ge.ecomagination.com/site/http://www.greentechmedia.com/articles/http://www.greentechmedia.com/articles/http://www.usmayors.org/pressreleases/documents/brownfields022400_final.asphttp://www.usmayors.org/pressreleases/documents/brownfields022400_final.asphttp://en.wikipedia.org/wiki/Brownfield_landhttp://en.wikipedia.org/wiki/Brownfield_landhttp://www.nativewind.org/html/wind_potential.htmlhttp://www.nativewind.org/html/wind_potential.htmlhttp://international.arcelormittal-construction.ch/downloads/arval_arsolar.pdfhttp://international.arcelormittal-construction.ch/downloads/arval_arsolar.pdfhttp://gsmworld.com/our-work/development-fund/energy/overview.htmhttp://gsmworld.com/our-work/development-fund/energy/overview.htmhttp://www.whitehouse.gov/agenda/technology/http://www.whitehouse.gov/agenda/technology/http://ko.wikipedia.org/wiki/%EB%A0%89%EC%8B%9C%EC%8A%A4http://ko.wikipedia.org/wiki/%EB%A0%89%EC%8B%9C%EC%8A%A4http://www.nrel.gov/docs/fy04osti/36313.pdfhttp://www.nrel.gov/docs/fy04osti/36313.pdfhttp://ge.ecomagination.com/site/http://ge.ecomagination.com/site/http://twitter.com/ge_reportshttp://twitter.com/ge_reportshttp://www.gereports.com/delivering-a-smarter-more-efficient-grid/http://www.gereports.com/delivering-a-smarter-more-efficient-grid/