Open Water Revolutionizes The UK Water Market And Most Likely The Future Of Your Business

It’s no secret that since the turn of the century we have moved more and more to a “make to order,” “on demand” and “customized” world.  Anything from made to order places like Chipotle to customized viewer experiences on NETFLIX has become the norm, the expected and more recently, the status quo.  Consumers and buyers now have an expectation of customization and will react recalcitrantly if simply handed a lack of options.

Contrary to this evolution is water supply. In the United States, water is managed by municipalities and governed by local governments.  Customers have one choice and one choice only.  I think the meteoric rise of the bottled water industry is a direct symptom of a society in need of choices and not necessarily unhappiness with the single water source offering mandated for them.

Even the most traditional societal offerings evolve and water is no different.  Beginning in April, business and manufacturers in the UK will have the ability to choose their own water provider.  All things from billing, payment, and meter reading to customer service will be handled by the company selected by the customer.  It’s an open market called “Open Water.”  For an industry that historically adopts new concepts at a snail’s pace, this didn’t just arrive but it kicked open the door and set the “house of conventional thought” on fire. 

Plans for the new competitive market were first set out in a government white paper, ‘Water for Life’, in 2011 and the resulting savings from reduced water bills could be shared between the customer and supplier over the duration of the Water Performance Contract (WPC). The supplier might help with upfront funding to get the new tech in place.  The resulting savings from reduced water bills could be shared between the customer and supplier over the duration of the WPC. The supplier might help with upfront funding to get the new tech in place.

Just as consumers and businesses in the U.S., in most cases, now have the ability to choose their energy suppliers, it’s only a matter of time before the rewards for the economy, the suppliers, the customers and the environment force domestic water commerce here in the US to follow suit.  Once it does, companies looking to capitalize in this new business opportunity sector will be looking for like-minded water technology manufacturers to help build their business. Treatment systems, collection systems, metering systems and distribution systems will all be in demand BUT with a very obvious and much needed asterisk.  You must be able to produce customized and perhaps fragmented pieces of your solution to fit the “made to order” approach that these new retailers will be placing on provider companies. 

Getting an audience in this new reality will also be a test for manufacturers.  Customized and content driven marketing approaches will be the ONLY way to effectively remain relevant.  Broad stroked “Hey look at me!” display marketing will be nothing more than a large line item in a marketing budget desperate for validation.  The time to start thinking about how to customize your offering and how you communicate to the market is now.  Welcome to the new year, the new age and the future present day reality.