The paper provides a review of the incentives and barriers of a successful adoption of innovative energy services (IES) in the energy market. Although IES can have different attributes and roles, they still have a lot in common with each other.

On the other hand, the literature suggests that to achieve large market penetration rates of IES, the consumers must be firstly aware of them. They must be also supported by the access to reliable information and advice to limit their confusion of choice. The perceived difficulty of adoption has to be reduced to encourage consumers to get interested in the services. Also the distribution channels of the innovations, namely social influence in the consumers’ social networks and advertisement in mass-media should be effectively used to boost the diffusion.

We analyze a great number of research studies, field experiments and mathematical models in order to firstly summarize the findings related to incentives and barriers of IES adoption among customers, then to recognize recent trends in examining these services and modeling and finally to propose some strategies that could boost the diffusion of IES.

We argue that to overcome the barriers of adoption, the entities involved in creating and offering IES (e.g. policy makers, energy suppliers and power system operators) should find a way to offer and promote these services together. Such a strategy can bring a synergic effect and increase the financial and non-financial benefits to the consumers and hence increase their interest and engagement.

本文回顾了在能源市场中成功采用创新能源服务（IES）的动机和障碍。尽管IES可以具有不同的属性和角色，但是它们之间仍然有很多共同点。

另一方面，文献表明，要实现IES的大市场渗透率，消费者必须首先意识到它们。他们还必须获得可靠信息和建议的支持，以限制他们选择的困惑。必须降低人们认为的采用难度，以鼓励消费者对服务产生兴趣。此外，应有效利用创新的分配渠道，即消费者社会网络中的社会影响力和大众媒体中的广告，以促进传播。

我们分析了大量的研究，现场实验和数学模型，以便首先总结与客户之间采用IES的动机和障碍有关的发现，然后认识到检查这些服务和建模的最新趋势，最后提出一些策略，可以促进IES的普及。

我们认为，为克服采用的障碍，参与创建和提供IES的实体（例如，决策者，能源供应商和电力系统运营商）应找到一种方法来共同提供和推广这些服务。这样的策略可以带来协同效应，并为消费者增加财务和非财务利益，从而增加他们的兴趣和参与度。