The Water Industry in Britain and Europe: Issues for 2006 and Beyond by Chris Trayhorn, Publisher of mThink Blue Book, May 14, 2007 Executive Summary Europe’s water industry is grappling with six major issues in 2006 that present often-conflicting interests and that may need new and different approaches to running a water business in order to meet regulatory and stakeholder expectations. The Environment: U.K. and European legislation governing the quality of drinking water, rivers and bathing waters, and effluent discharges is becoming increasingly stringent and is the major driver of water industry investment across Europe. Resources: Population movements, demographic changes and greater use of water-consuming household goods, coupled with higher standards of living, mean that water use is increasing while water resources, not only in drier southern Europe, but in northern Europe and in Britain, are coming under increasing pressure. With environmental issues around the building of new reservoirs and the over abstraction of water from rivers, the water industry has to look to demand management, conservation and leakage initiatives. Customers: Customer expectations of what they expect from their water supplier have risen, particularly where privatization and competition have affected and upgraded other utility provision such as electricity, gas and telecoms. Investment and finance: Increasingly the public sector in Europe has been unable to afford to finance a water sector facing increased environmental and customer obligations, and the private sector has been playing a greater role. Private water companies have operated water franchises in France for many years, while privatized water companies in England have been a success story in terms of the amount of investment they have delivered since 1989. Asset management: Increased environmental obligations and customer expectations have led to an increase in the sheer amount of water and wastewater infrastructure in Europe – the bathing water, urban wastewater and framework directives have necessitated the building of many sewage treatment plants across Europe, for example. This, and the need to look after clean water mains in order to address leakage in times of water scarcity, means that asset management, always a mainstay of water industry policy, has become even more important. Structure: The water industry in Europe has traditionally been municipality based, but as new obligations have necessitated greater private sector financing, so the industry has been forced to look at new ways to organize itself, be that through privatization, franchises, public–private partnerships, consolidation or outsourcing. Introduction The water industry in Europe is a sometimes-contradictory mix of public sector, municipal control and private sector finance and investment. The prevailing model is one of municipal control with increasing private sector franchise operation, a model pioneered in France but now expanding across the European Union. The exception is Britain, where regional water authorities based on river basins were privatized in 1989 and where today private sector water companies operate. Whatever the ownership and structural model, a number of policy and operational issues drive the European water sector. These are the environmental agenda and resources, especially the European Water Framework Directive, customer obligations, investment and finance, asset management, and structure. The Environmental Agenda Water has to be taken from the ground or from rivers and after use be treated and returned to rivers or to the sea. It is therefore subject to a raft of environmental legislation that exceeds that to which other utilities such as energy have to submit. In Europe, a number of European Commission directives provide legally binding parameters within which water undertakers must operate. These are primarily the European Drinking Water Directive, which controls the quality of water from European customers’ taps; the Urban Waste Water Directive, which controls the quality of effluent from sewage treatment works; the Bathing Water Directive, which controls the quality of effluent discharged at coastal sites; and the Water Framework Directive, the newest and biggest piece of legislation, which brings all these under a strategic umbrella. Member states that fail to meet the standards set down in these directives can, and are, prosecuted and fined. The Drinking Water Directive Environmental legislation next examines the quality of potable water. The Drinking Water Directive is the strictest legislation in the world in terms of the parameters it sets out restricting the number of substances permitted in the water consumed across Europe. The parameters cover a range of around fifty substances from lead to potassium, from iodine to chlorine, but also cover aesthetic issues such as color and odor. Water companies and authorities can and do devote much of their investment and technology toward ensuring that their water treatment works produce drinking water that complies with the Drinking Water Directive – and are prosecuted if they do not. This is even though only about 3 percent of the water treated at treatment works and that issues from customers’ taps is actually drunk. Cryptosporidium One specific challenge the water industry faces on the drinking water front is the cryptosporidium. This is a parasite originating from farm animals that leaches into aquifers, that is extremely difficult to detect and eliminate from water, and that causes stomach upsets. Much investment has been made in filtration and monitoring at water treatment works to deal with this issue. Diffuse pollution A wider issue of diffuse pollution of water aquifers from industrial, urban runoff and agricultural sources is an increasing challenge for the water industry across Europe. While it has been possible to control more obvious pollution of the water environment using the so-called end-of-pipe solution, diffuse contamination of aquifers and rivers from, for example, agricultural pesticides, has been less easy to manage. Diffuse pollution is usually something water companies have no control over, yet they are obliged to remove its impact from the water they treat. The Water Framework Directive is partly designed to embrace this issue and provide a holistic policy for the whole water environment to ensure that all stakeholders and participants, from industry to agriculture to recreational water users to water companies, meet their obligations toward a cleaner and uncontaminated water environment. Dirty water Potable water, whether drunk, used for cleaning or washing purposes, flushed down toilets, or used by industry or for agricultural use, then becomes wastewater. It is collected in drains and sewers and for the most part arrives at wastewater treatment plants for treatment before it is returned to the water environment, either to rivers or to the sea. The Urban Waste Water Directive regulates the quality of water discharged to rivers or seas near towns and cities. The Bathing Water Directive specifically regulates the quality of effluent discharged anywhere near where people might swim or surf in coastal areas. Over the last fifteen years, the parameters laid down in these directives have again driven water industry investment in treatment and monitoring. Where once untreated sewage might have been discharged into the sea via short pipe (outfall), for example, the strictures laid down in these directives have now in many cases meant that the water industry across Europe has increasingly had to install primary, secondary and even tertiary (often ultraviolet) treatment along with long sea outfalls. The result of this environmental legislation has been an unprecedented ramping up of investment in wastewater treatment and a corresponding improvement in the quality of Europe’s rivers and coastal waters. Much is still to be done in this area, especially in the newer EU members in central and Eastern Europe, where a legacy of industrial and agricultural pollution and a relative lack of wastewater treatment and infrastructure has still to be addressed in terms of its effect on the water environment. The last part of the water cycle is the disposal of sewage sludge. While treated wastewater effluent can be safely returned to rivers or to the sea, semisolid sludge, which has to be disposed of, remains. If effectively treated, it can be used as fertilizer or can be reduced to pellet form for landfill. In some instances, it can be incinerated and in some instances be used for the generation of energy. Resources Resources are the first step on the path of water environmental legislation. Water companies and authorities are limited in terms of how much water they can abstract from surface water, in particular before they start to damage the water environment. European directives prohibit water companies from over abstraction, which in turn provides an incentive, if one were needed, to implement demand management in times of water stress, such as hot summers and peak demand. Clean water At the start of the water industry cycle, water has to be taken, or abstracted, from surface water, rivers and lakes, or groundwater, underground aquifers. The first issue to address is therefore the availability and sustainability of water resources. Here geography and climate are the key issues. In northern Europe rainfall has always been thought to be relatively plentiful, while in southern Europe the climate is assumed to be generally drier. However, the resources issue is not that simple. There are climatic issues that are not always generally realized. For instance, London actually has less rainfall than Istanbul. Northern Europe may be colder than the South, but rainfall is not that much higher than in many southern European countries – the pattern is just different. Winter rain in southern Europe is also more useful than summer rain in the North. The other major factor dictating the resources issue is where people live. Major cities, relatively affluent urban areas and industrial activity put pressure on water resources, whatever the availability of resources. The Customer Agenda Unlike other utilities, water remains a monopoly for all but the largest industrial customers. Bringing choice and competition, as has happened with electricity and gas, has not been possible in water and is unlikely ever to happen. But this does not mean that customer expectations have not risen over the past two decades nor that regulatory pressure for the water industry in Europe to improve the service it provides for customers has not increased. The water industry in Europe finds itself increasingly having to bridge the gap between customer expectation and service delivery. If environmental legislation means that water quality is increasingly addressed, there are still issues around enhancing service at all points of customer contact, including, crucially, the customers’ bills. The importance of customer confidence is also a key to the means for growth. Service in the water industry is typically driven by regulators. Service has historically been poor, as has been the case in many monopoly industries with a history of under-investment, but is improving, especially in countries with a high level of private sector involvement, such as Britain and France. Key service areas are better-quality water, better pipes, consistent pressure, hours of opening for inquiries, responses to letters and calls, and improvements to sewers and wastewater treatment. Traditionally, the relationship between the water industry and the customer has been identified by a “suits us” arrogance, insensitivity and an asset-focused approach. Although many water customers care little about their water suppliers, there are still areas where customers have contact with their water companies and may have cause for dissatisfaction. These are outbound mailings, product use, roadwork, meter reading and other operational contacts. In Britain alone this adds up to 100 million experiences every day. But what does a negative or positive customer experience matter to a monopoly? Increasingly, water companies and authorities have to answer to a number of challenges. These are regulated targets; differentiation with comparators, which can influence the ability to invest; the ability to raise prices; and reputation in the market, which again can influence the ability to invest or attract good-quality people. Challenges affecting customer management The water industry across Europe faces a number of specific challenges affecting customer management and billing. That is notwithstanding the fact that in many places customers are not yet billed specifically for their water, or when they are, they are not yet billed on a metered basis for the water they use – although the tide is moving toward water billing based on usage. The water industry faces challenges in terms of aging technology, financial pressure, more demanding customers and shifting regulation. Aging technology is exemplified by legacy IT, some of it becoming increasingly unsupported. There is often poor functionality, leading to manual processes that are often costly and inefficient. This leads to inflexibility, with a corresponding high cost of change, while high maintenance costs develop associated with costly mainframe technology. Financial pressures stem from huge levels of capital investment that are required, often as a result of the parameters laid down in European directives – these add up to £16.8 billion over the next five years in the U.K. alone – and the limited amount water companies and authorities can demand for price increases. Regulators also rightly demand greater efficiencies from the water industry. Another financial pressure is customer debt – water bills are often low on a customer’s list of priorities, and in most instances, water companies and authorities cannot disconnect customers who do not pay. In terms of demanding customers, expectations are being driven up across Europe by the development of a consumer culture. This is fueled in markets like Britain where there is competition in other traditional utility sectors, such as electricity, gas and telecoms, and where this has driven other utilities to develop new and better service offerings. Customers are also getting used to “channel expectations” – being able to use Internet and self-service payment options, for example. Levels and quality of regulation for water vary across Europe, with Britain, with its early privatization, probably the best example. Regulators, where they exist, demand cost savings, making process efficiency key. There is also a focus on relative performance between different monopoly water businesses and a move toward more qualitative measures in this respect. Faced with these challenges, a water utility needs a customer management and billing approach that contributes to dramatically reducing the cost to serve, is flexible and able to adapt to future developments, provides an improved customer experience, and can be realistically delivered with the least operational risk. Across the range of customer service experience, there are plenty of opportunities to reduce costs and improve customer service. These are bill consolidation, billing and payments consolidation of multiple bill platforms, IT infrastructure, credit and collections, call center operations, meter reading and field force services. Enhanced water customer service could manifest itself as increased first-time resolution of questions and complaints, efficient resolution of these questions and complaints, tailored billing for industrial and commercial customers, the ability to study a bill online, and integrated – and accurate – billing. Investment and Finance The water industry in much of Europe remains a publicly financed, municipally administered business. However, the private sector and private capital are playing an increasing role, albeit more on the French franchise model than the British fully privatized model. Where the water industry is fundamentally in private hands, whether through full ownership or franchise, it is seen by investors as a safe sector, with predictable earnings and cash flow. Water is seen as lower risk than other corporate sectors and utilities and also lower risk than other regulated businesses, perhaps with the exception of electricity transmission. Compared with other sectors, water in Europe is generally cash flow negative, with ongoing borrowing requirements for the foreseeable future, and subject to changes in nation state regulation and environmental standards from European Commission regulation. Private sector water businesses therefore have to focus on delivery, preparation for the next price review and future borrowing needs. On delivery they have to reach OpEx and CapEx efficiencies and try to operate as close as they can to the frontier of regulatory expectation. In readiness for future price reviews, they must maintain credit quality and improve their profile in terms of financeability. And they must match future borrowing needs with access to the financial markets and credit ratings. For private sector water businesses in Europe, the challenge is to ensure adequate financing and incentives for long-term capital investment. This is not always helped by the regulatory cycle – in England and Wales there are issues around balancing the fiveyear investment cycle arising from the five-year price review with long-term environmental targets. The England and Wales price review allows for future legislative changes and gives guidance regarding European environmental standards. But in other areas the five-year horizon presents potential conflicts of interest. Asset Management Regulated private sector water utilities in Europe are faced with the challenge of managing and maintaining their capital assets, water and wastewater treatment works, water mains and sewers. This is often undertaken with a number of suppliers and contractors, under pressure to provide services at the lowest possible cost. Regulators set tough targets for savings on capex and opex, along with an imperative to manage assets in a safe, secure and sustainable way. Taking the U.K. as an example, legacy asset and work management systems have often not been designed to meet the increasingly complex information requirements of today’s water industry. Leakage has become an increasingly potent issue, with water companies under pressure to radically remedy their leakage problems before being allowed to develop new resources. Water companies in the U.K. and across the rest of Europe often find that their asset information is, where it exists, fragmented, making optimal asset performance difficult. An additional pressure for water industry asset managers is the increased attention being paid to streetworks activity. In some countries, such as Britain, water companies can now incur penalties if they spend too long on a streetworks job or dig up the wrong piece of road because of inaccurate information as to where an asset was. Structure Although there have always been some private sector water companies in Europe, the majority have been state or municipality operations. That is changing. England and Wales underwent privatization of its water authorities in 1989. Few other European countries have chosen to go down this route, but many have sought to emulate the French option, where a municipality retains ownership of its water assets but franchises out the operation and maintenance of those assets to a private company on a fifteen-to-twenty-year concession basis. The number of private sector players in Europe’s water scene is fairly small. France has Veolia, Suez and Bouygues. Spain’s biggest water company is Agbar, partly state owned. Britain has ten water companies, but the biggest, Thames Water, is currently owned by German energy giant RWE (though soon to be sold), and while the next biggest, AWG and Severn Trent, remain independent, others have different ownership – Wessex Water is owned by Malaysian conglomerate YTL, for example. The likelihood is that Europe’s water industry, from an operational viewpoint, will come to be dominated by French (and perhaps English-based), Spanish and German (Berlinwasser) players – but operating on a franchise basis rather than outright ownership. Who buys Thames Water, whether it remains intact and whatever strategic direction the new owner takes, it will be a crucial part of the future European water jigsaw. Conclusion Europe’s water utilities are among the most efficient in the world and indeed many, from Thames Water to Veolia to Águas de Portugal, have exported their operations to North and South America, Africa and elsewhere. But ever-tightening environmental standards, rising customer expectations, regulatory pressure, and the rigors of environmental contamination and shortages of the natural resource itself mean that Europe’s water industry will have to find innovative ways of managing, financing and structuring itself – coupled with innovative use of IT and technology – to overcome the challenges of the future. That means working with the private sector and working in partnerships with other organizations that can bring specific skills to bear on areas of water industry operations, such as asset and workforce management, which present unique challenges, will be important to meet the expectations of regulators, shareholders and customers. ClickSoftware for Water Utilities Solution ClickSoftware’s packaged offering for water utilities draws on our depth of experience in serving water utility customers around the world. The result is an out-of-the-box solution, preconfigured with industry best practices, designed to minimize the time, cost and risk associated with optimization technology implementations. Offering fully automated optimization, ClickSoftware for Water Utilities helps service managers ensure all scheduling decisions are consistent with service policy while minimizing the need for human intervention. For more information e-mail sales@clicksoftware.com Filed under: White Papers Tagged under: Utilities About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.