Page 114 - KELAG Annual Report 2017

Energy trading that goes beyond asset
marketing/optimisation is conducted in accordance with According to the guiding principle “The future is green,
strict risk management rules. The related energy trading digital and electric!”, the company commenced the
contracts (forward contracts for electricity and gas) are initiative “Carinthia’s energy future” at the end of October.
measured at fair value through profit or loss. The result from As part of this initiative, retail and business customers as
the measurement and realisation of these energy trading well as municipalities are offered attractive and innovative
contracts is reported at the net value. products from the areas of e-mobility, photovoltaics,
Telekom broadband services, SmartHome and energy
management. The objective of the product campaign is to
support the customer in switching to energy-efficient
products and applications to lay an important foundation
Competition in the end consumer segment of the
for a greener future. The incentive programme that was
electricity market is consistently high in light of aggressive
commenced under the name “Energy efficiency campaign”
pricing, intensified campaigning as well as the entry of new
continues under the new umbrella brand “Carinthia’s
competitors in all consumer segments. The number of
energy future”.
customers who have changed provider has risen to a new
all-time high. Nevertheless, the company has succeeded in
Beginning in the spring of 2018, the construction of PV
maintaining its strong competitive position in the market.
systems in combination with energy storage systems for
In addition to increased customer loyalty programmes,
retail customers will be supported directly by KELAG as part
further progress has been made in the differentiation of
of the investment campaign “Carinthia’s energy future”,
electricity and natural gas products in the segment for retail
thus making a further contribution to the active
and business customers. Moreover, the acquisition of new
development of renewable energy sources in Carinthia.
customers in all segments has been stepped up and the
range of energy services expanded. Customer
requirements are taken into account through the supply of
Digitalisation is one of the central success factors for the
electricity from 100% hydroelectric power and green
future and a vital competitive factor for sales. E-business
energy.
has become a decisive success factor in many business
areas, for example, in marketing communications or
customer acquisition and customer loyalty. The e-business
Under the SmartHome Austria brand, the company sells an
organisational unit manages the web presence and social
innovative energy and home management system
media activities of the entire Group and drives forward the
throughout Austria. As an intelligent system, SmartHome
creation and implementation of electronic business
Austria centrally regulates the entire household’s energy
processes to customer interfaces (such as the Internet self-
consumption as needed and thus optimises electricity and
services).
heating consumption. This increases energy efficiency and
improves the comfort and safety of the home. The
The relaunch of the KELAG website at the beginning of
SmartHome system can be managed using a smartphone,
2017 resulted in improved visibility in search engines and
a tablet or also by means of a digital voice control assistant,
thus also more visitors to the site. The Internet self-services
such as Amazon’s Alexa. SmartHome management is
were enhanced with additional functions, such as
heavily advertised as part of “Carinthia’s energy future”
automotive electricity contract management and subsidies
initiative, including special “Energy future packages”.
as part of the energy future initiative. Services for customers