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ANTENNAETREND REPORTOCTOBER 2009
Contents
October 2009Issue Thirty Three
P.04-07 Portable power
P.08-11 Sel-powered
P.12-13 Efciency
P.14-18 Recharging
P.19-22 Home and away
ENERgy
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ANTENNAETREND REPORTOCTOBER 2009
33
October 2009Issue Thirty Three
The Antennae Trends team at NewEdge +The Brewery carries out research in newdesign trends, ideas and creative thinking
- rom global product innovation through tochanging consumer liestyles.
With manuacturers, governments, andconsumers demanding more sustainableenergy, with greater efciency we are seeing achange in the products and services that weuse, and how we use them.
I youd like to know more about our trendsresearch, our consultancy, or i you would liketo comment on anything you have read in thisissue, please email The Antennae team:
antennae@newedge-thebrewery.com
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We are ast approaching a undamental shit in the
creation, supply, delivery and usage o energy. The
uture will be powered by alternative energy and
cleaner ossil uels. Could we be at the beginning
o the end o the age o oil?
In the 1970s the Saudi Oil Minister, Sheikh Zaki
Yamani, said The Stone Age did not end because
the world ran out o stone. Nor will the oil age end
because we have run out o oil. It will end when
consumers reuse to pay the inlated oil prices, anddevelop substitutes instead.
Oil is currently priced at close to $70 a barrel,
seven times the price o a decade ago. However,
as a result o this and the coincidental economic
downturn, global oil demand has been three
million barrels a day lower in the second quarter o
this year in comparison to early 2008.
Governments around the world are beginning to
prepare or a low carbon uture. In July the UK
government pledged a 20 per cent increase to 3.2
billion or improving energy eiciency in homes.They have also proposed a inancial incentive or
buying low carbon cars ater 2011 that produce
less than 75g CO2/km. Such incentives are likely
to greatly increase the desirability and popularity
o carbon riendly cars, sending a signal to car
manuacturers to invest more heavily into their
innovation and energy eiciency programs.
Energy companies are already preparing or
the uture, increasing production o natural gas,
investing in renewables such as sustainable
biouels, and researching ways to capture CO2
and store it saely underground.
The UK has an ambition to provide 40 per cent oelectricity by 2020 rom low-carbon sources, most
o which will have to come rom renewables.
By the middle o the century renewable sources will
provide nearly 30 per cent o the worlds energy.
While technology will give society greater energy
choices, it remains unclear whether people are
willing to become better users o energy. Inluencing
consumer behavior may prove toughest o all.
The push to create a new energy system will
provide new business opportunities or companies,and will develop a new industry. We can expect to
see energy technologies drive innovation across
sectors or the oreseeable uture.
The path to a low carbon utureThe push to create a new world o energy
AboveA new energy uture could
be on the horizon
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The introduction o smart shelving and packaging
will eventually change the brand experience at
the First Moment o Truth, and as a result brands
and designers will need to think about product
packaging in a more holistic way.
Plastic Logics lexible electronic greyscale display,
Sonys ull color OLED display ilm prototype, and
Siemens ultra-thin displays oer opportunities
or distinctive labelling and graphics. These
technological developments will allow text and
images to be applied to anything rom milk cartons
to cereal boxes. Although the cost is relatively
high, with each display costing in the region o 30
cents, as the technology becomes popular we can
expect to see this price all.
In the near uture we can expect to see supermarket
aisles resemble Piccadilly Circus, with digital
advertising to grab consumers attention and
better inorm them o the products attributes.
Digital shel tagging is already in operation andZBD, an e-paper retail specialist, have already
installed their system into a hundred stores, with
23 retailers located across 7 countries within
Europe and the US. The connected displays can
all be updated simultaneously saving cost and
manpower, as well as empowering retailers with
the ability to change product related inormation
anywhere, anytime including logos, competitor
pricing and price changes.
Advertisements already permeate many aspects
o our lives, with brands becoming increasingly
aware o the beneits o digital advertising online
or imbedded into the digital products we own. This
knowledge can be transerred into uture pack
designs.
Designers and manuacturers need to analyze the
best way to use the new technology to pull the
consumer in, either at point o purchase or when
they get the product home.
As well as increasing brand awareness electronic
labelling could allow the consumer to have more
control over how they access label inormation.
Many consumers currently have diiculty in reading
the labelling which either identiies the contentor instructions. Consumers increasingly demand
greater inormation on pack as do government
regulations, and e-packaging could resolve the
issues related to over-cluttering on pack.
e-packagingDigital inotainment is changing how we make our purchasing decisions
AboveShel tagging rom ZBD
www.zbdsolutions.com
Following page - topWireless shel tag
www.zbdsolutions.com
Following page -middle and bottom
Esquires limited editione-paper cover and advert
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Moreover, it allows you to customize each and
every product, which its with the current trend in
packaging towards shorter print runs. Like the shel
tags, each pack could be updated in store to relect
sales deals or the latest brand communications.
The pack could even have a level o intelligence
whereby it responds to changes in the product or
environment communicating the product history or
condition to the consumer. In the ood industry this
could be o great beneit where a use by date is
ineicient in inorming the user whether the pack
has been exposed to the wrong temperature or
too long.
The retail environment is just one environment
where e-paper will prove successul. Earlier this
year we saw the 75th anniversary issue o Esquire
eature an e-ink cover or 100,000 limited editions.It was made possible by the development o a
battery small enough to be embedded into the
magazine cover that kept the display on or at least
90 days. The high cost o this display was paid or in
part by running a double page e-ink advertisement
on the back o the magazine eaturing the new
Ford Flex crossover vehicle.
E-paper may also be integrated into payment
cards producing a password or one time usage
that can be used to prove the presence o the card
during online purchases or online banking, helping
to improve banking security.
The many applications or e-paper result in a
market orecast o $131 million in 2010 rising to
$7.45 billion in 2020. Shel-edge displays represent
the biggest opportunity or the paper-like display
business in the next ew years, generating a
projected $1.2 billion in annual revenues by 2011.
The global smart packaging market is expected to
grow to $4.8 billion in 2011 and reach $14.1 billion
in 2013.
Each e-paper display requires a low voltage chargerom an ultra thin battery, and this will prove to be
the biggest growth area in portable power in the
next ew years.
We are approaching a uture where e-paper plays
an active role in adding unctionality to the product
itsel, or to aspects o product consumption,
convenience or security. Printed electronics will
provide added value to enable companies to
enhance their brands, and the user experience.
Brands, designers, and manuacturers will have
to work closely together to ensure that the newtechnology is integrated in a seamless way that
meets the changing needs o the consumer and
the retail environment.
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What would our world be without the disposable
AA battery? The battery, in all its orms, gives
lie to a huge number o everyday products -
rom cameras and watches to remote controls
and laptops. This has made it one o the largest
industries in the world, generating almost $50
billion a year in worldwide sales. But the industry
is on the verge o huge innovations that could not
only revolutionize batteries, but also the products
that use them.
With a large trend in consumer electronics
or miniaturization and portability, it was only
natural that their power source would ollow
suit. New research into the manuacture o
lithium-ion batteries has resulted in a radical new
development. Most lithium-ion batteries are made
rom lithium and cobalt, but by using lithium iron
phosphate instead, a number o advantages have
been discovered.
Firstly, lithium iron phosphate batteries charge up
to eighteen times aster than standard lithium-ionones. Secondly, the new prototype batteries dont
lose their capacity to charge in the same way that
standard lithium-ion batteries do. Both o these
eatures mean that batteries made o lithium and
cobalt could be smaller, lighter and have the ability
to charge at an incredibly quick rate.
Some o the products that would be most
interested in integrating this technology would
include laptops and mobile phones. The ability
to charge a phone in less than 10 minutes, rom
empty, would be a unique selling point that would
appeal to a majority o consumers.
Also, this development doesnt require a massive
change to current manuacturing processes.
Experts working on the new, innovative batteries
predict that they will be ready to market it within
2 or 3 years. We could soon be seeing ultra thin
iPods, not much bigger than a credit card, with the
ability to charge within a couple o minutes.
Although a lot less likely to be in commercial
development anytime soon, the nuclear battery
could still be a reality. Despite being used or
years in many military and aerospace applications,
nuclear batteries have always been ar too largeor commercial use. Recent innovations have
reduced this size down to a standard penny-sized
battery, with the hope o applying the technology
commercially.
Smaller, aster, strongerNew battery innovations are set to change consumer products orever
AboveLithium iron phosphate
batteries could soon replacestandard Lithium-ion batteries
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TopAdvances in making batteriesmore ecologically riendly
are vital
BottomWind Up Battery
The main advantage o using nuclear technologyin batteries is that their charge can last or an
incredibly long amount o time, years or even
decades. However, the huge drawback is the
negative consumer reaction to nuclear energy,
especially i it was integrated into products that
had such close proximity to them.
The development o NanoEnergy has also given
rise to the possibility o batteries that could be
charged quickly, yet could be thinner than a sheet
o paper. The developer o the technology, FET,
believes that the best application o the technology
would be in micro power devices such as RFID
tags and wireless sensor networks. The lexible
nature o the technology means that the batteries
can also be subtly engineered into various organic
shapes and orms, making them ideal or medical
devices and wearable health monitoring systems.
The battery technology has already been sold
commercially in small volumes, so we should
expect to see its application in numerous innovative
products in the near uture. As well as being
highly eicient and innovative, the NanoEnergy
technology also has a lower environmental impactthan existing battery technologies.
The environmental impact o batteries is
something that has been addressed in ways other
than reducing the physical ootprint or changing
materials. Ceramatec, based in Salt Lake City,
believes it has developed a breakthrough battery
or storing solar energy, making it saer and more
convenient.
With current battery storage o solar energy too
volatile or consumers to keep in their household,the new development by Ceramatec has generated
considerable interest, as many governments
continue to encourage households to generate
their own power. The company believes that the
rerigerator-sized battery will never exceed 90C,
and will cost no more than $2,000 important
attributes in getting government approval and
gaining access to consumers homes.
A slightly more adventurous concept is the Wind
Up Battery. Although very blue-sky in nature, the
Wind Up Battery is an interesting idea providing
consumers globally with a constantly accessibleenergy source in a conventional ormat. The extra
manuacturing elements could make the concept
expensive and perhaps out o reach or those who
need this technology the most.
The current innovations in the battery industryare centered around limitations o the current
technology. The key to getting the new technology
in the marketplace is partnering it with a suitable
piece o design, which makes best use o its
beneits. We can expect various new innovations in
consumer electronics, with smaller, thinner proiles
due to the use o cutting edge battery design.
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Following on rom last August 2008s issue
o Antennae Environmental Change Through
Design eco-riendly powering solutions have
grown in popularity. Last year we identiied the
newly launched eco-riendly London nightclub
Suya which is powered by clubbers dancing. The
technology o piezoelectricity (in which materials
rub together to create a charge) has ound more
applications outside o eco spaces.
At the Sainsburys store in Gloucester, UK, kinetic
plates were embedded into the road earlier this
year, which are pushed down every time a vehicle
passes over them. The plates are able to produce
30kw o green energy an hour enough to power
the stores checkouts. Such a system helps to
reduce the carbon ootprint o the store.
In the uture we can expect a similar system to be
used in places like motorway slip roads to light the
national road system.
As well as our roads generating power we arelikely to see walkways that generate power too.
Pavegen are power generating paving slabs that
can be set into public walkways to generate as
much as 2.1 watts o electricity per hour rom the
ootsteps o pedestrians. It converts the kinetic
energy produced rom the ootall as every time
a rubber Pavegen stone is stepped on it bends,
producing kinetic energy that is either stored within
lithium polymer batteries or distributed to nearby
lights, inormation displays, and much more. They
are currently being tested in East London to power
nearby bus stops, but we can expect them to
spread across the country next year.
The average paving stone on a busy street is
stepped on around 50,000 times a day which
makes it a huge untapped energy source. It could
be utilized in the most traicked places all over
the world like New Yorks Times Square, the Eiel
Tower or even Disney World. It could be used to
power entrance stalls at a subway station or the
entrance o a shopping mall.
In Tokyo two o the busiest railway stations are
using a similar system to generate energy with tiles
installed in ront o ticket turnstiles. With 4,000,000
people using Tokyo Station on an average day,and 2.4 million using Shibuya Station there is
enough energy generated to light up electronic
signboards, lighting systems, and the ticket gates.
With Christmas approaching the technology is
People powerA uture where no energy goes to waste, and instead is recycled efciently
AbovePavegens power generating
pavement slabs
www.pavegen.com
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being used to make the Christmas lights more
sustainable as well.
Tokyos Shibuya ward oice has installed a special
sheet on the pavement in ront o a station to
generate electricity or its Christmas illumination.
Piezoelectrics applications could go beyond
powering inrastructures. In principle, any human
activities, including walking, jumping, and
swimming all produce a certain amount o energy
and could be made into electricity by piezoelectric
nanostructures in shoes or in backpacks.
An enormous beneit can be expected in
everything rom soldiers in the ield, to police on
the street, to air and ground vehicles - in the orm
o locally powered devices. Products such as cell
phones, MP3 players or medical implants may all
be powered locally.
Wearable computing may be powered by
piezoelectricity one day, as nanotechnology,
materials science and storage technology
improvements combine to make the relatively
small charge generated by one walking human go
urther.
Nanodevices using piezoelectric materials will
be light, environmentally riendly and draw on
inexhaustible energy supplies.
The environment contains plenty o waste energy
that can be harnessed into useul energy to make
a sel-powered autonomous society. There may
be a uture where almost nothing goes to waste,
and power gets recycled in highly eicient loops.
It will be interesting to see how energy companies
and products advance to take advantage o the
technology as it develops.
BottomThe pavement outisde Tokyos
Shibuya ward ofce
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With energy prices soaring across the globe, and
maintaining access to a readily available energy
source a diplomatic and inancial mineield, never
beore has energy sel-suiciency been such a
priority or governments.
Encouraging consumers to provide their own
energy through solar power, among other things,
has recently received a massive push rom both
governments and designers.
Until April 2010, UK homeowners who invest
in solar panels and wind turbines will be able
to beneit rom a 2,500 government grant.
Additionally, the government will also pay or every
kilowatt hour produced by the home and plugged
back into the grid.
With the current economic conditions still not
encouraging saving accounts, the media has been
quick to note that making use o the government
oer could, in the long term, be more proitable
than investing in savings. Not only are governmentsencouraging homeowners to make their homes
sel suicient, but also to plug their excess energy
back into the national grid.
However, one o the main barriers to consumers
adding solar panels to their homes is the aesthetic
impact. Solar arrays can be quite unsightly,
and oten look as though theyve been bolted
on to the side o a house. US based company
SRS Energy has developed a unique way o
integrating architectural needs and aesthetics
with unctionality. Their Sol Power Tiles were
speciically designed in a joint eort with US Tile, in
order to make them compatible with clay roo tiles.
The dark blue tiles are made rom a high-
perormance polymer oten used in car bumpers,
and are not only very lightweight but also
recyclable. Each tile is embedded with lexible
solar technology, allowing them to unction
independently o each other. SRS Energy is
tapping into a growing trend where consumers are
demanding green choices that are also appealing
in look and unction.
The company also intends to develop more tile
styles and colours to suit a variety o needs, thusremoving more barriers and disincentives or using
sustainable technology in the home, and appealing
to a wider consumer base.
Sel sufciency starts at homeWith soaring energy prices and CO2 targets to meet, your home could be the way orward
AboveThe Sole Power Tiles by SRS
Energy
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A more conceptual product or generatinghousehold energy is the Some Shine Solar Energy
Storage System. The curtain absorbs solar energy
when hung up on the window during the day,
where its stored in a pack and is ready to be used
to recharge phones and other small electronics via
USB during the night-time. Obviously the curtain
will obscure the view out o the window during the
day, but i the household is empty during the day
with the inhabitants at work or at school etc, then
this shouldnt be an issue.
Although household energy generation is one way
o reducing our dependency on exterior energy
supplys, energy conservation is also inding
traction among both consumers and government
policy makers. In the UK, new buildings will be
subject to increasingly high standards o energy
eiciency by April 2010.
Using a mixture o modern materials, insulation
and building techniques, new homes are now
six times more eicient than older properties.
However, this trend or governments to become
involved in building energy eiciency is being met
with a mixed response. The UK Home BuildersFederation claims that by 2016, up to 30,000 will
be added to the cost o a new build, harming an
already struggling industry urther.
This is countered by the arguments o governments
and environmental groups, who say that by
orcing building companies to use energy eicient
materials and expertise, those costs will go down
with increased demand.
We can expect both increasing regulation and
support rom national governments over sel-suicient homes. With the UK, among others,
looking at securing its uture energy supply
independently o exterior orces, getting home
owners to supply their own energy is a priority.
The challenge will be or companies like SRS
Energy to continue to produce innovative products
and services that not only provide ways to capture
energy, but also to it into (or onto) the household
in a seamless and unobtrusive way.
Green energy doesnt have to have a unctional
or aesthetic drawback, and we can expect thosecompanies that innovate with this ethos in mind to
be hugely successul.
AboveSome Shine Energy Storage
System
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Although the economic crisis since last year has
drawn a lot o attention away rom ecological
areas, it has actually beneitted other eco-issues.
Making electrical appliances energy eicient has
become as much an economic issue as it has
environmental.
With consumer electronic brands trying to out-
do each other on the issue o eiciency, and with
governments also becoming involved, the trend or
ever more eicient consumers will increase.
This month, to coincide with the climate change
meetings in Copenhagen, GE, Whirlpool and
a number o other corporations announced
the creation o a new collaborative eort called
the Smart Green Grid Initiative (SGGI). Aimed
at educating both consumers and the broader
climate change community, the SGGI is hoping
to promote its technology and its philosophy or
energy eiciency, such as providing the consumer
with more inormation on their energy usage.
Whirlpool has gone even urther than this and has
ully supported the US Department o Energys
announcement o new steps in enorcing eiciency
standards. Whirlpool has been one o the most
vocal supporters o better eiciency standards and
the ways that its communicated, due to it oering
one o the highest number o energy-eicient
appliances in the industry.
Those brands that have spent considerable time
developing energy-eicient technology are very
keen on getting energy-eiciency standards
correctly communicated to the consumer,
particularly since consumers have indicated
that they are more likely to make eco-riendly
purchases i the eco-labels (such as the ENERGY
STAR) are widely trusted and recognized brands in
themselves.
Governments are even trying to improve the
situation. The US government are introducing
ederally unded rebates or those using energy-
eicient appliances. The program is hoping
to encourage consumers to purchase new
ENERGY STAR models, and by so doing take less
sustainable models out o action.
We can expect governments to continue to
introduce these programs, partially to stimulate
sales and help the economy recover and also to
get consumers to be more energy conscious.
Energy efcient appliancesHow economics is having a positive ecological impact on the design o appliances
AboveAriels turn to 30C campaign
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However, not only are appliance brands trying tobe more energy eicient or ecological reasons,
but to appeal to peoples wallets as well. Brands
such as Ariel with its turn to 30C campaign,
are capitalizing on the trend or economic and
ecological-energy usage. By using the publicity
generated by appliance makers over their
eiciency credentials, consumable brands are
also hoping to leverage consumer desire or less
energy using products.
Consumer electronics is also another industry that
has taken strides to improve its energy eiciency
in recent years. With 89% o households in the
US wanting their next television to be more
energy eicient, many brands are improving their
speciications.
In a urther eort to make televisions more eicient,
the EU has introduced legislation to ban huge
plasma televisions. Since plasma screens use our
times more electricity than cathode ray tube sets,
they have been subject to tighter restrictions.
However, manuacturers have realized this and
have integrated cutting edge technology into theirproducts in order to become energy eicient.
Using acial recognition sotware and a camera,
Hitachi has created a prototype television that will
turn the picture o when the user isnt watching it.
Without the viewers ull ace in ront o the screen,
the picture will ade out and not come back on
until they look back. The audio will continue to play
the whole time.
The new restrictions that have been introduced
by various governments have also provided some
brands with interesting opportunities. Hoping tocapitalize on Caliornias new energy regulations,
3M have unveiled a brightness enhancement
ilm.
The product is placed over energy eicient
screens, and by recycling the light emitted, makes
the image appear brighter than it really is. The
product is hoped to appeal to consumers that
want the beneits o a low power TV, but want to
maintain quality.
We should expect the trend or energy eicient
home appliances and consumer appliancesto continue, as both legislation and consumer
demand create a competitive landscape where
brands continue to out-do each other and gain the
unique selling point o most energy-eicient.
Top
Whirlpool produces moreEnergy star rated appliancesthan any other manuacturer
Above3M have unveiled a
brightness enhancement film
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Back in August 2008 in Antennae Environmental
Change Through Design we talked about a uture
o rechargeable vehicles highlighted by a range o
vehicles rom independent manuacturers. Over
a year later it appears that many o the major
manuacturers are set to move their mainstream
vehicles over rom the petrol-combustion engine
or the irst time.
In April the British government announced plans
to oer motorists grants o between 2000 and
5000 o the price o a new electric car rom 2011.
By then, a number o major manuacturers are
expected to launch electric models.
Within the next couple o months Toyota are set
to begin leasing 500 plug-in Priuses throughout
Japan, Europe, and the US with the view to
monitoring the vehicles in everyday use and
gauging eedback rom drivers. It is expected that
i the trials are a success the car will go on sale in
2012. Current electric car owners are limited by the
distance that can be achieved rom the batteries,using the vehicle or short commutes, and as a
result tend to have a second petrol car or longer
journeys at the weekend. The new Prius solves this
problem working as a conventional electric car or
urban commuting during the week, and then as a
petrol powered car or weekends away.
The limiting actor o batteries is their bulk and
weight and relatively short range compared with a
uel tank. Electric vehicles will become a genuine
alternative to combustion when the range o the
batteries is greatly increased, and charging time
greatly decreased. A dedicated battery research
division at Toyota is looking to improve the range
o li-ion batteries to 200km by 2020, and with a
view to signiicantly increasing eiciency.
By 2050, more than a billion extra vehicles are
expected to be on the worlds roads, more than
double todays total, and the move over to
electricity is set to greatly reduce the damage they
cause to the environment.
Although hybrid vehicles only account or less than
4 per cent o Toyota sales, they contribute to a 12
per cent reduction in CO2 emissions rom theirvehicles. The move over to plug-in hybrid oers
a 40 per cent reduction in overall CO2 emissions
compared with conventional petrol vehicles.
Plug-in powerWill drivers be plugging their cars into the mains, rather than flling up at the pumps?
All imagesBMWs Vision
EfcientDynamics concept
www.bmw.com
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Toyota are visioning a uture with plug-inhybrid vehicles using bio-uels and solar power
generation. These have the possibility o helping
to realize completely carbon-ree motoring.
Toyota are not the only manuacturer looking
towards plug-in hybrid technology or the uture
o their vehicles. BMW debuted the Vision
EicientDynamics concept car at the 2009
Frankurt Motor Show. It is a car that bridges
the gap between sports car perormance and
eco-riendly attitude. It showcases the dynamic
perormance typical o a BMW against the
backdrop o uture demands in sustained mobility.
Reducing both emissions and uel consumption
has become an elementary part o the brands
product strategy, and the concept highlights a
number o technologies that will appear on BMWs
o the near uture, as well as some that are already
in use in current BMW models. These include
an Air Curtain system that channels air around
the car resulting in improved aerodynamics and
thereore perormance. The car eatures a Brake
Energy Regeneration system that advances upon
those itted to exiting vehicles. Also, BMW havebeen working with Michelin to develop a new less-
resistant tyre improving aerodynamic eiciency.
The BMW Concept is aiming to achieve 62.6 mpg,
travelling the irst 31 miles on electric power alone.
Taking all emissions in the generation o electricity
into account the cars emission rating during
electric mode is just 50 grams per kilometer.
Overall, the concept is itted with a total o 98
lithium-polymer cells, which require two hours to
ully charge, and with a higher voltage charge timecould be reduced to below 44 minutes.
The BMW Vision EicientDynamics is an
innovative rendition o hybrid technology giving an
outlook into uture-proo mobility that can be both
sustainable and enjoyable.
The growth in petrol-electric hybrids are set to
oer drivers the choice between the petrol pump
and the electric socket to power the same car.
The launch could mark a dramatic change in how
drivers spend money on uel.
Between 2012 and 2014, the largest carmakers by
volume in Caliornia must sell about 60,000 plug-in
hybrids and electric cars combined, according to
the state Air Resources Board. This instruction will
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require car makers including Toyota, GM, Honda,
Ford, and Nissan to innovate with the introduction
with new ranges o plug-in hybrid vehicles. Across
the US President Barack Obama is aiming or one
million plug-in cars to be on US roads by 2015.
Five battery-recharging stations have already been
established on Caliornias Highway 101 by Tesla,
which will give their cars enough power to drive
all the way rom San Francisco to Los Angeles by
stopping or less than an hour to recharge, at a
cost o less than $4.
Power companies including Southern Caliornia
Edison have to install new transormers and meters
to handle greater demand and prevent blackouts
when autos are being charged at outlets, at the
cost o billions o dollars over a decade. As part
o the inrastructure changes Edison is trying toestimate how much demand there will be, where
most o the vehicles will be in use, and potential
impacts on its system.
Paciic Gas & Electric, the largest utility in Caliornia,
is anticipating adding around 4,600-megawatts o
wind power to charge the leets o battery-powered
cars during the night with wind energy. The plan
will ensure that plug-in hybrids truly are green.
Outside o the US London Mayor Boris Johnson
has vowed to start rolling out charging points
across London. Johnson wants to make London
the electric vehicle capital o Europe and is
proposing the installation o 25,000 charging
points across the city by 2015. EDF Energy have
already erected a number o electric charging
points throughout London.
Shell predict that by 2020 up to 15 per cent o new
cars worldwide could be hybrid electrics. Ater
2030, uel cell vehicles powered by hydrogen will
be a small but growing part o the leet. Gradually,
as more cars are powered by electricity the
dominance o oil majors such as ExxonMobil,
Shell, and BP will decrease.
We are approaching a new age o motoring where
drivers are set to change how they reill their cars,and as a result a change in the way the major
energy suppliers deliver that power to us. By
accelerating the conversion o the car industry
rom oil dependency, the car industry will achieve
a major boost, our dependency on oil will be
eliminated, and a signiicant portion o our CO2
emissions will be eliminated.
BelowBMWs Air Curtain system
www.bmw.com
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Remote powerInductive charging seems to fnally come o age, as big brands move it orward
Despite being years in commercial development,
and its inclusion in small devices like toothbrushes,
it seems inductive charging has inally spread out
to a variety o consumer electronic devices.
The technology has been integrated into a number
o new phone and laptop products, as well as
being used in stand-alone products that can
charge most electronic devices. With advances
being made in the reliability and eiciency, willinduction charging replace conventional ormats?
The Palm Pre, widely regarded as a major
competitor to the iPhone, charges via the
Touchstone dock. Including this technology has
helped urther leverage the product as innovative
and ground-breaking, despite the act that the
phone isnt supplied with the dock, and that a
new cover needs to be bought or the back o the
phone i you want to charge inductively.
Other mobile devices are expected to ollow suit,with Nokia entering the Wireless Power Consortium
recently. We could soon be seeing some o the
major mobile phone manuacturers introducing
similar charging products to their portolios, with
the aim o appealing to consumers who value
convenience and a lack o wires.
Dell has also entered the inductive charging
market, with the launch o its wireless laptop stand
or the Latitude Z range. Charging the laptop this
way wont take any longer than a conventional
charge, and stops whenever the laptop is removed
rom its stand.
The aim is to be able to use the stand with any
Dell laptop that has a charging coil embedded in
it. This technology could soon be applied to Dells
new mobile devices, allowing them to be charged
rom the same base as the laptops.
The uture o remote powering could see vicinity
charging where an electromagnetic ield could
have a range o several eet. Sony is reportedly
working on a prototype base station that will throw
out enough energy to power one o its televisions
rom a distance o 50cm (19 inches).
This could even be extended urther, with the use
o relay units, to a distance o 80cm (31 inches).
Questions over eiciency and cost have yet to be
TopPalm Pre users can charge
their phone via the PalmTouchstone
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answered, although its air to assume that, likemost emerging technologies, the ability to provide
power wirelessly will increase the product price
considerably.
We can expect urther adoption o remote power
by large brands in the next 12 months, particularly
as the technology gets cheaper to manuacture
and becomes more eicient.
Consumer concerns over the health issues
posed by sending electricity through the air such
distances could slow adoption o the technology,
although similar ears aected the mobile phone
industry or years without having a really negative
impact on consumer uptake o the technology.
Right & BelowDells Latitude Z laptop dockcharges inductively
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According to the UK government, every home
in Britain should have an energy smart meter
included in their home by 2020 in order to reduce
energy use and encourage the evolution o a low
carbon smart grid.
Various states in the US have also encouraged
the use o smart metres or the home, in order
to get consumers to become more eicient in
their energy usage. These schemes are being
supported by a rising number o technologies
developed by a mixture o large corporations, such
as Microsot and Google, as well as by smallermore independent names.
By providing consumers with detailed and
accessible inormation over their energy usage,
they become more eicient and seek out ways
to reduce their energy bills rather than saving the
planet. It is thought that by providing detailed, real-
time inormation to the consumer, bills can be cut
by 3-15%.
With energy prices becoming higher all the
time, this can constitute a major saving. The UK
government believes that within 20 years o rolling
out smart metre technology, energy companies
and their consumers will save 2.5 - 3.6 billion.
The launch o Googles Powermetre technology
in the UK this month has reinorced a growing
trend or easily accessible and accurate energy
consumption data. Powermetre is a ree,
downloadable application that works in tandem
with a smart metre that sends inormation
wirelessly to the internet.
The application will then show users their energyconsumption over time, comparing with previous
usage and regional usage. The value o Googles
Powermetre is its ability to provide immediate
eedback in real time, and has helped Beta version
testers in Caliornia identiy wasted energy rom
products including unused pool pumps, lights and
toasters.
Microsot has also introduced its own version o
Powermetre, called Hohm, although this has only
been released as a Beta version in the US. However,
Hohm measures gas and electrical usage, insteado just electrical. The uture o energy reading in the
home could be driven by competitive innovation
rom these two major players in the technology
industry.
Smarter homesSmart metres could soon revolutionize how we use energy in our homes
TopHohm by Microsot
AboveOnzo Smart Energy Kit
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The energy sensor industry is already highly
competitive, with various products oering similar
eatures and struggling to dierentiate themselves.
The Onzo Smart Energy Kit is an award winning
design that eatures a display wirelessly connected
to a sel-charging sensor that is clipped onto a
cable on the electricity metre.
Designed in partnership with Scottish and
Southern Energy, the kit can be connected up
to a home computer and the data uploaded
to a web portal that provides more detailed
inormation and energy reduction advice. The kit
also provides Scottish and Southern Energy with
detailed analysis o consumption and a better
understanding o consumer habits, allowing them
to make more inormed decisions over consumer
related issues.
Ewgeco is also a wireless energy monitor that
utilizes an easy to read screen, although this
displays not only electrical usage, but also gas and
water consumption, and all in real-time. Using an
easy to understand traic light system, the product
aims at being a simple, easy to understand system
that can also provide more detailed data and
analysis via the My Ewgeco web portal.
The detailed inormation that both the Onzo and
Ewgeco devices provide can also help identiy
water and gas leaks an added beneit to both the
consumer and the utility providers.
A slightly more abstract, yet equally powerul
method o communicating energy usage / wastage
to the consumer is the Wilting Flower by Carl Smith.
The UK based designers concept is based around
the idea that as energy consumption increases the
device will wilt, closing its petals and changing to
a deep purple.
When energy consumption is low, the lower emits
a blue and greenish light. It remains to be seen i
this ormat would actually help consumers reduce
their energy bill, serving more as an elegant visual
reminder o how much energy is being used rather
than providing detailed and accurate inormation.
The uture o energy smart metres could, however,
lie in something less glamorous than a mechanical,
LED lower. Using social networking as a way
o connecting consumers together could help
push eicient energy usage into the mainstream.
By networking smart energy metres, riendly
competition could strike up among neighbors and
regions, each trying to outdo the other.
Evidence o this eco-competitiveness already
exists with Toyota Prius users who have been
known to compete with each other in order toget the lowest miles-per-gallon igure on their
dashboard.
Home energy management is becoming a ast
moving, innovative market, where government
involvement is being matched by big brands and
their accessible technology, as well as smaller
independents delivering unique products and
innovations.
We can expect this market to continue to be
cutting edge, ocusing on giving added value to the
consumer and promising energy cost reductions
combined with ecological beneits.
This space will continue to encourage innovation
and provide considerable opportunities or those
companies who can not only identiy the core
consumer needs, but also deliver a unique, all-in-
one package that will meet them as well.
BelowWilting Flower by Carl Smith
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British supermarkets have competed or a place
on The Sunday Times Green List or the irst time
this year. Tesco and Asda were both ranked among
the 60 best green companies in Britain.
Going green is not only about eco-awareness
or good publicity, but about prosperity. The
eco-agenda saves supermarkets money whilst
attracting customers.
Sainsburys have introduced an integrated
transport management system, which calculates
the most eicient timings and routes or deliveries,
while minimizing the number o empty vehicles
on the road. Moreover, Sainsburys have had
engineers in all o their stores checking heating,
cooling, rerigeration and lighting systems to
ensure they are working eiciently. They estimate
that these initiatives have cut its carbon-dioxide
emissions by 53,000 tonnes this year.
Tesco, too, are aiming to improve the eiciency o
each store, with a global target or every newly builtstore to have 50% less carbon-dioxide emissions
than its existing stores.
The Tesco Store in Cheetham Hill, Manchester,
has a carbon ootprint 70 per cent smaller than
an equivalent store built in 2006. Opened earlier
this year it incorporates environmentally riendly
architecture, providing a template or a new
generation o low-carbon supermarkets. The
template is designed to work across all ormats,
and elements will be retroitted into existing stores,
including small wind turbines where planning
allows it.
The Cheetham Hill store is energy eicient (31
per cent saving), uses natural rerigeration (20 per
cent), and utilizes renewable energy (20 per cent).
These measures will also deliver signiicant savings
or the company with a 48 per cent reduction o the
stores uel bill based on 2006 baselines.
A combined cooling, heating, and power plant,
powered by vegetable oil, meets 35 per cent o the
stores electricity needs, all o its heat and 50 per
cent o its rerigeration.
The stores lights dim and turn themselves o
according to the availability o natural light. The
natural light gives the store an 8 per cent energy
reduction.
Green-grocersCompetition between supermarkets is driving down energy consumption
AboveThe new Sainsburys store in
Gloucester Quays
www.j-sainsbury.co.uk
Following pageThe Tesco store in Cheetham
Hill
www.tescoplc.com
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Sainsburys too are taking advantage oengineering and architectural advancements. At
the Sainsburys store in Gloucester, as well as
the kinetic plates highlighted in the earlier article
People Power, loor-to-ceiling windows and 140
sun pipes in the roo reduce the need or artiicial
light, solar panels heat water during summer and
cold air is retrieved rom the ridges to cool the
checkout area. At night, blinds are pulled over
the ridges. This saves 5 per cent energy per year,
which is equivalent to making 2.5 million cups o
tea.
Energy usage in store will also be constantly
monitored via web-based technology that will
show how much energy is being consumed in
each part o the store. This can automatically be
adjusted i areas are using more than they require.
Sainsburys predict that that the energy-saving
system installed at Gloucester Quays, in
conjunction with the solar tubes on the roo, will
save about 20,000 a year.
These stores prove that it is possible to combine
new technologies with business strategy to makedramatic reductions in energy usage, both saving
money whilst attracting new customers. We can
expect many other retailers to ollow suit in the
near uture.
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In summary, as alternatives to oil becomeeasible and sustainability takes centrestage we are seeing a plethora o newproducts and services. As brands begin to
compete on sustainable issues energy usageand efciency has become a platorm orinnovation.
I youd like to know more about our trendsresearch, our consultancy, or i you would liketo comment on anything you have read in thisissue, please email The Antennae team:
antennae@newedge-thebrewery.com
Platorm or innovation
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Copyright 2009 NewEdge + The Brewery LimitedAll rights reserved
This document / presentation and its entire content, bothphysically and intellectually, is the property o NewEdge + The
Brewery Limited. It may not be copied, amended or distributed, inany orm, without the prior permission, in writing rom NewEdge+ The Brewery Limited. It may not be shown to any third partieswithout the express permission o NewEdge + The BreweryLimited in writing. This document / presentation remains the
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