Yello electricity
| Yello Strom GmbH
|
|
|---|---|
 |
|
| legal form | GmbH |
| founding | August 9, 1999 |
| Seat |
Cologne , Germany
|
| management | Aurélie Alemany |
| Number of employees | 100 (2018) |
| sales | € 735 million (2006) |
| Website | www.yello.de |
The Yello Strom GmbH is a German nationwide electricity and gas supplier based in Cologne . The wholly owned subsidiary of EnBW offers energy products for private households as well as small and medium-sized companies.
Company history
With the liberalization of the energy market in 1998, the German supply monopolies were broken up. Line networks, which still represent a natural monopoly, have since then had to be available to all electricity suppliers - including those without their own networks - under the same conditions. For the consumer this means the free choice of the electricity provider.
On August 9, 1999, Yello Strom started as a new electricity provider in the German market. The company Yello Strom neither owns its own electricity network nor does it generate energy. It is a pure sales company that purchases the electricity and sells it to end users.
Yello Strom has around one million customers nationwide. The company has been in the black since the 2004 financial year.
In 2002 Yello Strom was a founding member of the Bundesverband Neuer Energieanbieter eV (bne).
In April 2007, the Cologne-based company presented a new type of meter and started a final test phase with 1000 customers before the intelligent meter was launched on December 2, 2008 as the first nationwide. The Yello Sparzähler online transmits the electricity consumption data to the customer's PC to the second and shows the consumption there using diagrams. In this way, the customer can immediately see when he is using how much electricity and how much it will cost him.
In October 2007, Yello Strom began selling gas in the pilot regions of Essen and Nuremberg. The gas was offered there as a combined product with the Sparzähler gas. Similar to the Yello Sparzähler online, the Sparzähler made gas consumption visible to customers on their home PC for electricity. The pilot project ended in 2011. Yello has been offering gas nationwide since 2012.
At CeBIT 2008, Yello Strom started a strategic partnership with Microsoft to further develop the Yello savings meter online. In June 2008 the electricity meter was awarded the red dot design award, in February 2009 with the design award of the Federal Republic of Germany 2009 in gold (design by IDEO ).
On October 24, 2008, Yello Strom received the Big Brother Award 2008 in the technology category for its electricity meter .
Since the activities of Yello Strom GmbH are consolidated in the EnBW annual report, it is difficult to clearly identify the number of employees. A limitation can be achieved through the distribution of employees in the individual business areas: According to the information in the annual report, Yello Strom is employed in the areas of "POWER Grid and Operation" and in the holding company in sales. STROM Netz und Betrieb employed around 5,535 people in 2010, while Holding employed 485 people, which makes up a good 28% of the total workforce at EnBW. Some of these employees are provided by Yello Strom GmbH, which, along with other companies, falls under this division.
On July 31, 2020 , EnBW merged Yello Strom GmbH with its subsidiary NaturEnergie + Deutschland GmbH .
Electricity labeling
According to § 42 EnWG on electricity labeling , since December 15, 2005, all energy supply companies in Germany have been obliged to publish the origin of their electricity.
| 2018 | nationwide average |
Yello |
|---|---|---|
| Renewable energy sources | 38.2% | 65.3% |
| Nuclear energy | 13% | 15.4% |
| Fossil fuels + other | 48.8% | 19.3% |
| Radioactive waste ( g / kWh ) | 0.0003 | 0.0004 |
| CO 2 emissions (g / kWh) | 421 | 155 |
| 2017 | nationwide average |
Yello |
|---|---|---|
| Renewable energy sources | 33.1% | 52.9% |
| Nuclear energy | 12.7% | 17.4% |
| Fossil fuels + other | 50.7% | 25.6% |
| Radioactive waste ( g / kWh ) | 0.0003 | 0.0005 |
| CO 2 emissions (g / kWh) | 435 | 205 |
| 2016 | nationwide average |
Yello overall | Yello standard | Yello green electricity |
|---|---|---|---|---|
| Renewable energy sources | 32% | 50.2% | 45.7% | 100% |
| Nuclear energy | 14.3% | 23.5% | 25.6% | 0% |
| Fossil fuels + other | 53.7% | 26.3% | 28.7% | 0% |
| Radioactive waste ( g / kWh ) | 0.0004 | 0.0006 | 0.0007 | 0 |
| CO 2 emissions (g / kWh) | 471 | 216 | 235 | 0 |
| 2015 | nationwide average |
Yello |
|---|---|---|
| Renewable energy sources | 28.7% | 45.5% |
| Nuclear energy | 15.4% | 26.3% |
| Fossil fuels + other | 52.8% | 24.7% |
| Radioactive waste ( g / kWh ) | 0.0004 | 0.0007 |
| CO 2 emissions (g / kWh) | 476 | 202 |
| 2014 | nationwide average |
Yello |
|---|---|---|
| Renewable energy sources | 24.6% | 37.7% |
| Nuclear energy | 16.8% | 27.2% |
| Fossil fuels + other | 55.3% | 32.7% |
| Radioactive waste ( g / kWh ) | 0.0005 | 0.0007 |
| CO 2 emissions (g / kWh) | 508 | 276 |
| 2013 | nationwide average |
Yello |
|---|---|---|
| Renewable energy sources | 21.9% | 32.5% |
| Nuclear energy | 16.6% | 29.0% |
| Fossil fuels + other | 57.5% | 37.3% |
| Radioactive waste ( g / kWh ) | 0.0004 | 0.0008 |
| CO 2 emissions (g / kWh) | 511 | 317 |
In the early days of the company, Yello Strom faced allegations raised by Greenpeace that it was only selling cheap nuclear power. At that time, according to the company, 70 percent of the electricity mix came from Norwegian hydropower. In 2005, however, Yello obtained more than half of its electricity from nuclear power plants.
Green electricity
Yello Strom offers its customers green electricity for purchase - but does not provide any information about the origin of the electricity. The consumer advice center in North Rhine-Westphalia writes that, in their opinion, such models have little to do with green electricity. In contrast to other green electricity providers , Yello does not make transparent where the profits from the sale of electricity are invested. Green electricity only makes sense if it is used to promote the expansion of renewable energies. Buying electricity from hydropower abroad, for example, also means that more electricity from conventional power plants is required there.
Marketing history
When Yello Strom entered the market in August 1999, it started a nationwide consumer campaign. For the first time, an attempt was made to emotionalise the product electricity (slogan “electricity is yellow”). The product's advertising attributes ("Yellow. Good. Inexpensive.") Were spread in a Germany-wide campaign and were intended to make electricity a branded product. Marketing expert Bernd Kreutz was the creator of this campaign and created an insight into this with his book So I Believe, Electricity is Yellow . In 2002, Yello drew attention to the possibility of switching electricity providers in a TV advertisement . In the spot, the average consumer “Hannes”, spoken by Harald Schmidt, explains how easy it is to change. So the emotional barrier with the potential customer should be broken down. The advertising character was present on television from December 2005 to January 2008. It was replaced by a service campaign with the slogan : “Good service is different - Yello.” In TV spots that play in a market or in a laundry, the service desert is depicted and the multiple award-winning service from Yello contrasted. This was followed by TV spots to activate it - “Wechsel brings Watts” (2009) and “Free electricity” (2011). The aim of the TV commercials was to get electricity customers to switch to Yello. In 2013/2014 Yello was present on TV with the campaign “Perhaps the best change in the world”. The television advertising was accompanied by online banners and content in the Yello corporate blog. Since January 2017, the brand has only appeared on the market as “Yello” and presents itself with the new claim “More than you think.” The logo and corporate design have also been revised. The reason was the product range that has grown over the years and now goes beyond electricity.
In the 2007/08 and 2008/09 seasons of the Bundesliga , EnBW was the main sponsor of both Karlsruher SC and VfB Stuttgart . For this reason, when the two teams met, the away team wore a Yello Strom logo on their jerseys.
literature
- Bernd Kreutz: Well, I think electricity is yellow. About the art of letting corporations show their colors . Hatje Cantz, Ostfildern 2000.
Web links
swell
- ↑ [1] Yello Strom, since 2019
- ↑ http://www.strom-magazin.de/stromanbieter/yello-strom-gmbh_25.html
- ^ Yello Strom GmbH. Retrieved December 16, 2018 .
- ↑ Employees of Yello Strom GmbH: Development of the number of employees and personnel structure ( Memento from January 22, 2013 in the web archive archive.today )
- ↑ Yello Strom GmbH Where does the electricity come from? Retrieved October 31, 2019 .
- ↑ a b c d Yello Strom: Where come from the electricity? Retrieved February 25, 2019 .
- ↑ Greenpeace: Germany - Shut down Yello nuclear power Greenpeace occupies nuclear power plant cooling tower at Philippsburg ( Memento of December 21, 2007 in the Internet Archive ) February 23, 2000.
- ↑ stromtip: http://www.stromtip.de/News/2844/Yello-GmbH-erstracht-Ananze.html . December 16, 1999.
- ↑ Yello Strom, Strom Plus with 100% green electricity. ( Memento of the original from January 17, 2017 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ http://www.vz-nrw.de/oekostromwissen#gibteskostrommitmehroderwenigerumweltnutzen (link not available)
- ↑ https://www.yello.de/mehralsdudenkst/
- ↑ ksc.de: Match-prepared Derby jersey , accessed on July 14, 2019
- ↑ vfbstuttgart-trikots.de: Trikots 2007 - 2008 , accessed on July 14, 2019
