Electricity retailers and solar power diffusion: strategies and critical trade-offs

Higher diffusion of solar power in Sweden requires more actors to start producing and consuming solar power instead of other forms of electricity. The number of actors that offer different types of goods and services in this field has increased rapidly and it is difficult for potential prosumers, industry actors and supporting organizations to get an overview of and assess the value of different offers. The purpose of the project is to increase our understanding of established electricity retailers’ solar power offers and business models and what role they play for a resource-efficient deployment of solar power. This is done by mapping the solar strategies of the 30 largest electricity retailers, with a particular focus on how they help their customers to become prosumers, and through a detailed study of the business models of ca 10 retailers in order to identify pros and cons of different models. The results will be communicated to the industry and other relevant stakeholders.