Access to electricity is a prerequisite for our society and a foundation for the future of both developed and developing countries and the climate effect from electricity consumption must be kept to a minimum. Reducing consumption is one major challenge; the other is to increase the share of climate neutral energy. Technical development makes distributed generation and storage more affordable to consumers, enabling climate neutral electricity consumption. In the light of that development, Energy Management Services (EMS) can play an important role to help consumers manage their electricity consumption. What are the barriers for bigger propagations of EMS to consumers? What needs to happen before a major propagation can be seen? What business models and drivers will enable the propagation?