Electric Dreams

Lights on in the Turkish Community

Turkish Energy bill dpa
Speaking Turkish. Eon will target specific ethnic groups within Germany.
  • Why it matters

    Why it matters

    Germany’s Turkish community is far more likely to stick with their local energy provider than the rest of the population. Eon wants to try to persuade them to be more adventurous in their choices, and is launching new Turkish-language products to draw them in.

  • Facts

    Facts

    • By 2020, Enerji Almanya (German Enegry) aims to have 150,000 Turkish households as customers.
    • The business is a start-up that came out of Agile, Eon’s new business incubator.
    • The business will target Turkish customers and businesses in Berlin and the Ruhr area in North Rhine-Westphalia.
  • Audio

    Audio

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Germany has one million Turkish households and about 100,000 Turkish-run small businesses. It is a substantial market that up to now was neglected by energy providers.

Eon, Germany’s largest energy company, hopes to change that with a service aimed at Turks living in Germany. The new brand – Enerji Almanya or “German Energy” – will initially concentrate on Turkish customers and businesses in Berlin and the Ruhr area in North Rhine-Westphalia.

“There is great potential for a German-Turkish market,” said Christian Drepper, the managing director of Enerji Almanya. “By 2020, we want to have up to 150,000 households as customers.”

That would be a 15 percent market share. Mr. Drepper is basing his plans on market analysis and many conversations with Turkish households and businesses.

Enerji Almanya is the first initiative from Eon’s start-up incubator Agile, which launched last year.

In an interview with Handelsblatt, Eon chief executive Johannes Teyssen said Agile is part of the company’s push for ideas that generate new sales and growth. “We need new businesses past our core area and must embark on new paths,” he said, but was realistic about his expectations on how much the company could help Eon’s bottom line.

“We’re under no illusions that we’re inventing a new iPhone,” said Mr. Teyssen. “But we have to give little plants a chance to grow, and some will have really beautiful leaves.”

 

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