PG&E Marketing & Outreach Proposal

1. PG&E Marketing & Outreach Proposal CPUC TOU Workshop: Day 2 - Session 2 • July 31, 2014

2. Vision • Customers have a choice of rate options that deliver high satisfaction while motivating sustained behavior that reduces overall system costs and improves customer understanding of their energy use. • PG&E recommends both a consistent, strong opt-in TOU outreach coupled with a pilot to test default TOU • Successful promotion requires: • Simple Rate Structures • Consistent funding for ME&O and other tools • Consistent long term path adopted by the CPUC • Coordination of TVP with other IOU services and programs

3. TVP Pilot • A pilot will ideally address long term strategies: • Outreach approaches for PG&E’s very large, unique and heterogeneous service territory • Costs of marketing outreach of each approach relative to the benefits in peak reduction, customer satisfaction, etc. • Potential for load impacts over time of each approach • Best TOU rate design for engaging customers (number of periods, length of peak period, price ratio)? • Range and cost of enabling technologies that would improve customer engagement

4. TVP Pilot • Timeframe: 24 months • Multiple rate design structures • Multiple climate zones • Possible variables: • Opt‑in vs. default approach • Rate Structure Simplicity, (Number of peak hours, Number of peak periods, and Summer vs. Winter pricing differentials) • Ratio of peak to off‑peak prices • Enabling technology • Outreach strategy

5. Thank you! • Maril Pitcock • Director, Pricing Products • mxwl@pge.com