Some pundits see energy efficiency as a killer application for cleantech. With the recent $50 million equity raises for OPOWER (see Company Insight Report, subscription required) and C3, it would be hard to disagree. But the venture capitalist in me says that the common form of energy efficiency isn’t an application; it’s a feature of a product. Whether it’s a Prius or a Macbook, consumers buy a product for its applications (Prius: transportation, Macbook: laptop computing), with efficiency as a desired feature but a feature nonetheless.
Unfortunately for grid operators and purveyors of McKinsey charts, energy efficiency for industrial, commercial and residential premises isn’t likely to buck the trend. People buy a thermostat or HVAC system for its heating and cooling applications, not for its efficiency accolades. Particularly in the residential market, consumers are unlikely to spend time looking at an energy management dashboard when they have Facebook, baseball season and Glee as distractions. This is where California-based EcoFactor comes in. EcoFactor claims up to 30 percent of a residential home’s HVAC bill can be reduced without the consumer changing behavior or looking at a digital dashboard or billing insert.…





