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"Passion for new horizons empowers us to rise above the ordinary and embrace the extraordinary." - J.M. Barrie
Here, I primarily share my thoughts on future energy, leadership, software and technologies, business strategies, international corporate careers, and some life philosophies.
I also share many personal stories that have changed my perspective on the world. While I do not intend these stories to serve as advice or guidance, I have learned a lot from others by applying my personal filter to determine what is worth absorbing and what is not. I hope you do the same.
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Telcos in Energy: How Connectivity Giants Win the Home Energy Platform Race
As households adopt PV, batteries, EVs and smart tariffs, telcos in energy can turn identity, billing, and connectivity into the backbone of home energy platforms—partnering with leading HEMS/VPP software to capture recurring revenue.

Marcellus Louroza
Oct 72 min read


Residential energy flexibility: turn your home into a smart earner (and cut your bill)
See how HEMS, dynamic pricing, and virtual power plants shift home loads to cheaper hours, reduce costs, and pay you for helping stabilize the grid—while preserving comfort and control.

Marcellus Louroza
Sep 212 min read


Why the energy digital transition won’t mirror telecom 1:1
Europe’s unbundled power markets and explicit reliability payments mean utilities won’t become “dumb pipes.” Value is shifting to platforms like Kraken, DERMS such as EnergyHub, and HEMS leaders (ecobee, Vivint, Tibo) that orchestrate DERs at scale.

Marcellus Louroza
Sep 92 min read


Why Utilities Must Own the Customer Interface in the Era of Energy Platforms
As energy transitions to platform-based services, controlling the customer interface becomes a strategic necessity. Learn how utilities can stay competitive by partnering with software platforms like Kraken and focusing on digital UX.
🔹 6. 30 SEO Tags (comma-separated):
customer interface, energy platforms, energy UX, HEMS, Kraken technology, Octopus Energy, tado, Hive Centrica, smart energy apps, utility OS, smart grid software, DER orchestration, VPP, billing modernizati

Marcellus Louroza
Sep 82 min read


Electricity Market Liberalization: Austria’s Playbook for Brazil
Brazil is opening its power sector. Austria did it in 2001 and built a consumer-first, competitive model. This guide extracts the most actionable lessons—process, regulation, technology, and market design—to accelerate Brazil’s transition.

Marcellus Louroza
Aug 243 min read


Smart Meter Adoption: From Devices to Data-Driven Energy Markets
Brazil’s market opening will coincide with mass smart meter adoption. This convergence can unlock dynamic pricing, automated HEMS, flexibility services, and a new data economy for retailers and tech players.

Marcellus Louroza
Aug 213 min read


HEMS in Brazil: The Digital Brain of a Liberalized Energy Market
Market opening plus smart meters and booming rooftop PV will make HEMS in Brazil the control center of the future household—automating savings, enabling P2P trading, and unlocking flexibility services for retailers and grids.

Marcellus Louroza
Aug 173 min read


Brazil Electricity Liberalization: Telecom’s Playbook for a $200B Energy Boom
Brazil’s power market is opening to all consumers. Drawing on the telecom playbook, brazil electricity liberalization can unlock investment, innovation, and lower bills—while advancing decarbonization and digitalization.

Marcellus Louroza
Aug 143 min read


Energy Management System in Brazil: From Smart Gadgets to Real Savings
Smart homes go mainstream when prices move hourly. With liberalization, dynamic tariffs and PV growth, an Energy Management System in Brazil can automate savings for households and open new data businesses for retailers.

Marcellus Louroza
Aug 123 min read


Brazil Electricity Liberalization Market Size: The $200B Opportunity Explained
Investors ask the same thing about Brazil’s power reform—what’s the real market size? This breakdown quantifies DG, storage, EMS, VPP, and retail trading to frame a $200B decade-long opportunity.

Marcellus Louroza
Aug 103 min read


Real-Time Energy: Nordic Playbook for Brazil’s Consumer Engagement
Norway and Sweden proved that retail power can be app-first and data-driven. Brazil’s high smartphone adoption and upcoming market opening make real-time energy the fastest path to loyalty, savings, and flexibility.

Marcellus Louroza
Aug 72 min read


EMS interoperability: the missing link for scalable home energy management
Interoperability in Energy Management Systems (EMS) is the key to making solar, storage, EV charging and smart loads work together. This guide explains what blocks integration today and which open standards and alliances are fixing it.

Marcellus Louroza
Jul 171 min read
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