Which solar business models unlock value of solar PV energy as it grows?
With solar electricity generating
more than one terawatt-hour (one billion kilowatt hours) of
electricity in the United States in 2010 and continuing to
expand rapidly, the key question is, "How can companies best
capture value as the industry grows?", said Michael
Rogol, global PV analyst and CEO of Boston-based PHOTON
Consulting.
Solar business opportunities in installation, financing and related
services
"The U.S. solar power sector is very profitable, but value
is migrating from companies that manufacture toward
companies that provide installation, financing and other
services. As profit migrates, solar companies and utilities
have at least seven models to capture value," said Rogol,
during his presentation at the 2010 Solar Terawatt-hours
Conference Series in San
Francisco.
Models to capture value in Solar Business Opportunities
- Solar equipment and software engineering and manufacturing
- Related equipment manufacturing such as sensors, monitors and regulators
- Installation and maintenance of installed systems
- Regulatory auditing - zoning, codes, renewable credits, etc .
- Renewable Energy Credits
- Equity investment opportunities
- Sales, marketing and outreach about solar energy
- Research, management and strategic consulting services
- Financing of solar systems (residential, commercial and generation)
- Tax incentives and rebates can add to bottom line profitability
Value Creation with Solar Energy
Strong value creation, including being low cost suppliers, agile
traders, value-added service providers, system developers and bundlers
of solar power with other technologies. For traditional electricity
companies, the biggest challenge, Rogol noted, is to adjust their
traditional businesses to create value from solar electricity.
Rogol showed how Solar Business Opportunities focusing on lower module prices are enabling swift
growth in the North American solar market and how, as this
occurs, profit within the sector is shifting downstream. The
key to success, according to Rogol, is a strong, profitable
business model capable of "unlocking value." He provided
several key examples of strategies for strong value
creation, including being
- low-cost suppliers,
- agile traders,
- value-added service providers,
- system developers and
- bundlers of solar power with other technologies.
For
traditional electricity companies, the biggest challenge, he
noted, is to adjust their traditional businesses to create
value from solar electricity.
Solar
consultants model company, geographic and industry
projections from the outside-in, cross checking company
announcements with providers and buyers. Photon PV data
consists of historical and five-year forward projections for
price, volume, revenue, cost, operating profit, operating
margin and demand for c-Si and thin film technologies.
"This is not the dot-com boom with easy access to capital. Alternative
energy companies need to build profitable businesses largely on
their own. To do this requires detailed understanding of
changing solar power market dynamics and how the electricity
sector is evolving across North America," said Rogol.
Electricity
is becoming the energy source of choice for a greener economy because
it is possible to generate and transport electricity without the
greenhouse gas residuals of petroleum and coal based generation
feedstocks.
To support companies as they assess strategic moves in solar
power, PHOTON Consulting publishes three in-depth business
research reports each year focused on
- company risks,
- market
risks and
- sector risks.
PHOTON Consulting's research reports
provide solar companies at every step of the supply chain
with the tools to make fact-based decisions in terms of
price, volume and strategy.
PHOTON Consulting is the largest dedicated solar energy
research consultancy and is a leading supplier of in-depth
research, management and strategic consulting services
specific to the PV sector. With the deepest, broadest
integrated coverage, PHOTON Consulting tracks the solar
energy sector from feedstock to factory gate to end customer
in every active and emerging market.
PHOTON
Consulting is a robust source for research and analysis in solar
power based on extensive research and data in the sector. For more information on PHOTON Consulting, visit the Company's website:
http://www.photonconsulting.com.