Table of Contents
Market Success Requires Finely-tuned Regional Strategies
Smart water metering shows great potential in the global market, but vendors must be aware of regional end-user needs to relate benefits. Levels of technological sophistication and data analysis work differently in various regions due to environmental, regulatory, and utility factors. When correctly priced and brought to market, there are strong drivers, internal and external, for water utilities to utilize these technologies. Primary research has been collected from leading smart water metering vendors with secondary data and metrics to quantify the market. Global unit sales, revenues, and market shares are broken down by region to inform market stakeholders. From a base year of 2012, future annual projections are given through 2017.
•The global smart water metering market earned revenues of $X billion in 2012 and will rise to $X billion by 2017. This increase is, in large part, due to the strength and development in the North American market and, to a lesser extent, in Europe where the business case for smart water metering is much more established.
•The case for smart water metering is ultimately centered on data analytics in developed regions where this is more recognized and valued. The global balance is shifting, however, with increased attention in Asia-Pacific and the Middle East where access to investment capital is more achievable.
•Various drivers and local dynamics, however, need to be well understood in order to achieve market growth for participants.
•On a global scale, the strongest drivers for water utilities include reduced non-revenue water (NRW), increased billing and accuracy, ensured water sustainability and delivered service optimization and network control.
•Market drivers are tempered by factors such as varying awareness of technology and vendors, a lack of available third party benefit and cost analysis data, an underdeveloped business case, and tight availability of capital.
•The lack of government commitment regarding smart water metering has also slowed down market penetration as high levels of established regulation slow down the adoption of the new technology. This is a key problem in advanced markets such as Japan.
•Contracts often spread out among leading water utilities in most regions; consequently, market participants must find a strategic balance between direct and indirect routes to maximize costs and sales.
•North American utilities are more open to the most advanced AMI water meters as they largely acknowledge the benefits of long-term investments in data capabilities.
•Asia-Pacific and the Middle East are younger markets but show potential for strong penetration in the future. Asia-Pacific, specifically China and India, show political push and privatization drivers, respectively, while countries such as Indonesia and the Philippines are larger markets displaying demand in advanced water technologies.
•Areas that see high-cost water from desalination, thriving private water operators, high non revenue water rates, inefficient billing systems, and water network expansion are likely to have a greater appetite for smart water meters.
1. Europe and North America are largely sold on technological capabilities and understand the business case.
2. Regions other than Europe and North America focus on the business case from a CAPEX standpoint.
3. The Middle East, with a large rate of desalination, has a stronger case for investment in smart ultrasonic meters.
4. Developing regions need time to develop a practical interest in advanced data analysis capabilities.
5. Market expansion opportunities are greatest in Asia-Pacific and the Middle East.
•The current (2012) market for smart water metering is valued at $X billion and is projected to increase to $X billion by 2017 with a CAGR of X%. Market revenues are driven by meter data management due to the growing base of smart water meters.
•The global smart water metering market has seen healthy growth in recent years despite varying economic conditions in different regions. Smart water meter technology is universally applicable, but drivers and restraints vary in degree of push/pull according to local conditions.
•Ultimately, pricing issues are the largest restraint to the market globally. The awareness of smart water technology and the pressing need for better network performance, however, is helping to push through pilot programs and initial global rollouts.
•The business and economic case for smart water meters is largely recognized in North America and Europe, but awareness has not led to faster adoption in other regions. As a result, many water utilities in developing regions are only engaging in pilot projects at this stage to evaluate the business case and technological effectiveness.
•While meter manufacturers are largely consolidated in developed regions, developing regions see a much larger array of suppliers from low-cost Chinese manufacturers to local, higher-cost manufacturers.
•The market for meter data management software is very fragmented, with solutions often involving different hardware and software suppliers.
•Advanced software capabilities are more focused in North America and, to a lesser extent, Europe. Other regions are at more basic stages currently, with some exceptions.
•North America is the largest market for smart water meters and is also the most technologically advanced where AMI deployments form a larger part of the market. This is due to belief in the use of data going ahead in future, even if water utilities are currently not ready.
•European water utilities are more likely to use AMR meters as they satisfy the main objectives of billing, customer service and operational data. France leads the region in deployments, focusing on AMR, while Eastern Europe is led by Poland and Romania.
•Advanced water metering technology is steadily gaining traction globally as focus on sustainable water management and full access grows.
Market Overview—Geographic Scope
Middle East and Africa
Key Questions This Study Will Answer
Is the market growing, in what regions and at what rate?
Are market competitors well positioned to access and penetrate the market?
How is this market likely to evolve considering products, services and competition?
What role to distributions channels play in global sales?
To what degree are strategic partnerships necessary?
What are regional differences in drivers and restraints for the same products?
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