Toon: Enecos's Smart Platform for Selling Less Energy to the Home
(10 pages of text)
Eneco Group, the second largest utility company in the Netherlands, launched a smart thermostat, Toon, that served as a platform for energy management services. Toon quickly became the gold standard for smart homes in the Netherlands. In January 2017, top management needed to discuss the strategic priorities to keep Toon’s lead and hold off the competition.
The case can be used at the undergraduate, graduate, or executive education levels. Because of the multidimensional nature of the case, it can be used in a variety of courses, including core marketing, information systems, innovation, and general strategy. After working through the case, students will be able to do the following:
- Evaluate how Eneco launched, implemented, and expanded a smart platform for the home.
- Examine the implications for marketing in engaging in a strategic transformation centred around a digital platform with services that reduce energy consumption.
- Consider the key challenges in platform strategy in terms of building a user base, network effects, pricing, and opening the core of the platform.
Netherlands, Large, 2017
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