Technology group GE is beginning to actively make the case for clean coal, having concluded that coal-fired generation will remain a major, albeit relatively smaller, part of the future electricity mix in many parts of the world. GE Power global sales and marketing leader for steam power systems, Michael Keroullé, admits that coal is a “hard sell”, particularly following the COP 21 climate agreement in Paris last year. However, he tells Engineering News Online that GE is ready to help “change the narrative” having recently launched its ‘Smarter. Cleaner. Steam Power’ initiative, which punts high-efficiency solutions, overlain with digital systems, to lower the environmental impact of coal-fired plants.