It looks like the time has come for the solar power industry. Global warming, concerns about energy security and generous subsidy programs for photovoltaics in Japan, Germany and now California have combined to fuel 44% annual growth rate for the last 5 years (PV News). Forecasts for the future are rosy as well. One example – the U.S. Photovoltaic Industry Roadmap, published by the Solar Energy Industry Association, envisions that the industry will grow from 340 megawatts of capacity capable of generating 650 million kilowatt-hours of electricity in 2005 to 200,000 megawatts of capacity capable of generating 380 billion kilowatt/hours of electricity in 2030, a 58,000% increase!

This paper addresses the fundamental challenge the photovoltaic industry faces – achieving widespread, mainstream adoption. Unlike all other conventional and alternative electricity generation technologies whose scale and economics lead them to be sold to and operated by utilities, photovoltaics are most economical when purchased by smaller electricity purchasers who pay the highest rates. The net result is that for the industry to reach its potential, it will need to sell its equipment to tens of millions of individual home and business owners.

Reprinted with Permission from www.toplinestrategy.com