A major tool for increasing the adoption of automated demand response is to provide incentives to industrial customers for the purchase of the necessary equipment. When the proper equipment is in place, it is easier for the customer to make the commitment to participate. Demand response solves what is primarily viewed as a utility problem. By providing incentives for equipment and systems, utilities invest in the solution. Incentives give companies the tools for providing predictable capacity and streamlined implementation -- and that removes barriers to participation.