10 - Pattern 3: The Commodity Swap

How electricity companies are gearing up to sell refrigerators

Commodity providers are experiencing difficult times. Products like electricity, gas, water and even telephone are low interest, indistinguishable products that are mainly selected by customers based on price and brand. Online price comparison websites are not helping the companies to bring a unique value proposition to the market. So the predisposition for monetizing data is the fact that the organization sells a commodity and that data can help to build a uniquely valuable product or service.

In the last months of 2010, two Dutch senior executives, Ad Scheepbouwer and Erwin van Laethem, were chauffeured from a meeting they had both attended. Scheepbouwer ...

Get The New Oil now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.