There are myriad of challenges utilities face as they transition to the Smart Grid. Providing the appropriate processes and systems are only a small piece of the test. Utilities also need to zero-in the consumer-centric vision for market mass market adoption and acceptance. With all the new energy management technologies coming to market, understanding how users interact with these tools and devices in their daily lives is essential. From smart-energy devices and technology and business model enablers to ‘Connectivity’ for everyday life a strategic market deployment plan is essential. The panel session today will address the value of market deployment, the new energy consumer, and ‘connective’ technology while exploring the challenge of market penetration and retention barriers that commonly exist with energy-efficiency solutions.