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Perfect Timing: The Upcoming Wave of Opportunities for Residential PV Installers
1. Perfect Timing: The Upcoming Wave of
Opportunities for Residential PV Installers
FOCUSED ENERGY SUMMIT 2014
Charlie Gay
September 25, 2014
10 October 2014 Focused Energy Summit 2014 1
2. Agenda / Overview
• Unprecedented U.S. Utility Changes
• Growth in Residential Rooftop PV
• Opportunities for Expanding Customer Engagement
• Collaborating to Win
• Financing
• Software Optimization
• Hardware Optimization
• A New Product Approach: Continuously Customizable Optimization
10 October 2014 Focused Energy Summit 2014 2
3. The World is Using More and More Electricity
500 TWh / yr
11,300
12,600
14,500
1990 1995 2000 2005 2010 2015 2020
Source: US EIA, International Energy Outlook 2011
17,300
22,600
20,300
25,400 TWh
Global electricity
demand doubling
between 1995 and
2020 ~2-3% per year
4. The Old World Electric Utility
Generation Transmission Distribution
End
Customers
10 October 2014 Focused Energy Summit 2014 4
5. The Utility World
Yesterday, Today & Tomorrow
In the mainland US (outside of California), no utility has had their financial integrity
threatened by the amount of solar that their customers have installed.
10 October 2014 Focused Energy Summit 2014 5
8. The Emerging Electric Utility
Generation Transmission Distribution
End
Customers
Demand
Response
Make money with
your smart phone
$$$$
10 October 2014 Focused Energy Summit 2014 8
9. Agenda / Overview
• Unprecedented U.S. Utility Changes
• Growth in Residential Rooftop PV
• Opportunities for Expanding Customer Engagement
• Collaborating to Win
• Financing
• Software Optimization
• Hardware Optimization
• A New Product Approach : Continuously Customizable Optimization
10 October 2014 Focused Energy Summit 2014 9
10. 2013 Average Prices for Residential Electricity
US Average Increase
2013-2014 = 3.2%
10 October 2014 Focused Energy Summit 2014 10
11. By 2017 More Than ½ of Residential Rooftop
PV Can be Less Than the Retail Price of Electricity
Now 1 -3
Years
4+
Years
“value of solar,” based
on a study conducted
by Clean Power
Research
The residential market is immense: In the U.S. there are more than 90 million single
family homes and as many as 50 million more households in multi-family structures.
Source: UCSUSA.org/solarrevolution
10 October 2014 Focused Energy Summit 2014 11
12. How Much Distributed Solar Will Be Installed in 2016?
Source: GTM
10 October 2014 Focused Energy Summit 2014 12
17. Emerging New “Utilities”
Generation Transmission Distribution
End
Customers
New Regulatory Tools
How to allocate costs between users?
How to ensure Backup generation ?
How to integrate new technologies ?
10 October 2014 Focused Energy Summit 2014 17
18. Telecom Examples
AT&T spent $20.6 billion on new plant and equipment in 2013,
leading all non-financial corporations in U.S. capital spending for the third straight year.
10 October 2014 Focused Energy Summit 2014 18
19. The Wild Card
Energy Information
Energy Information Merge into New Businesses
10 October 2014 Focused Energy Summit 2014 19
20. Granular Information and Awareness
ZIPEnergyApp can also be used in customer
demonstrations to illustrate products, services and
energy use patterns in similar homes and zip codes.
10 October 2014 Focused Energy Summit 2014 20
21. The Smart Home
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
August
Ecobee
EcoFactor
Haier
Honeywell
iDevices
iHome
Kwikset
Logitach
Lutron
Netatmo
PEQ
Philips
Schlage
Skybell
SmartThings
Sylvania
Yale
Zuli
10 October 2014 Focused Energy Summit 2014 21
22. The Smart Home : Philips Lighting
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
Philips Hue Connected Bulbs
10 October 2014 Focused Energy Summit 2014 22
23. Recent Entrants : Google
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
• Google nest
Acquired 2014
10 October 2014 Focused Energy Summit 2014 23
24. Recent Entrants : Apple
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
10 October 2014 Focused Energy Summit 2014 24
25. Recent Entrants :Samsung
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
Electric
Water Heater
Electric water heating
is ~18% of U.S.
residential electricity
use and consumes
~12 kWh/day
Steffes uses Microsoft’s
Azure cloud platform to
aggregate, creating a
“virtual power plant” out
of networked heating
units.
10 October 2014 Focused Energy Summit 2014 25
26. Recent Entrants : LG
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
Google Nest
Apple HomeKit
Samsung SmartThings
LG HomNet
10 October 2014 Focused Energy Summit 2014 26
27. Added Value of PV
The Home Automation & Controls Market Will be Worth $48.02 Billion by 2018
Google Nest
Apple HomeKit
Samsung SmartThings
LG HomNet
A Lot More Than $50 Billion
Module Level
Power Electronics
Distribution
End
Smart
Phone
Customers
10 October 2014 Focused Energy Summit 2014 27
28. Agenda / Overview
• Unprecedented U.S. Utility Changes
• Growth in Residential Rooftop PV
• Opportunities for Expanding Customer Engagement
• Collaborating to Win
• Financing
• Software Optimization
• Hardware Optimization
• A New Product Approach : Continuously Customizable
Optimization
10 October 2014 Focused Energy Summit 2014 28
29. Finance
$$$
Loans
• Institutional
• Intermediaries
• Aggregation
• Referrals
Focused
Energy
Collaborating to Win
Installation
JIT Supply
• Adaptive
Standardization
• Quality
• Certification
Focused Energy
Partners
Support Operations
System Design
• Permitting
• Logistics
• Benchmarking
• Responsive BoM
Services
• Trade Assoc.
• Coop Marketing
• Training
• Accurate Costing
10 October 2014 Focused Energy Summit 2014 29
32. HERO PACE Program Is a Solar Financing Hero in California
HERO works in partnership with municipalities
to administer and manage lending capital
provided by private sources, and payments are
collected by the municipalities along with a
resident's property taxes.
PACE (Property Assessed Clean Energy) just keeps on growing.
$$$
10 October 2014 Focused Energy Summit 2014 32
33. System Design Optimization
Start with Site Map and Climate Data
• Module Orientation
• Tilt / Azimuth
• Module Configuration
• Portrait/Landscape
• Spacing
• Shadowing
• Inverter Topology
• Module Level Power Electronics
• Wiring Direction
• Source Circuit Conductors
• Inverter Load Ratio
• Combiner Size
• Combiner Layout
• Home Run Conductor
Supplier Options Have Expanded
• 7341 Module Types
• 691 Inverter Options
• 556 Structure Suppliers
10 October 2014 Focused Energy Summit 2014 33
34. System Design Optimization
Proposal Ready Design (plus options)
• Delivers Bill of Materials and Drawings
• Bankable Model (e.g. PVSYST)
• Cloud-based accessibility
http://www.mapdwell.com/en/boston/building/654023
10 October 2014 Focused Energy Summit 2014 34
35. Permitting
September 21, 2014: Governor Jerry Brown
signed Assembly Bill 2188, making California
one of the first states in the U.S. to streamline
permitting and inspection for small residential
solar systems.
Aim for a long-term relationship – including the AHJ
The most valuable asset is experience and relationships.
Treasure customer participation and feedback.
Nudge people to take a home audit.
• One was marketed to the environmentally minded and
featured "green" iconography.
• The other was marketed to "energy-efficiency skeptics" and
focused on making sure that the home was not wasteful.
"The call to action” is the same.
10 October 2014 Focused Energy Summit 2014 35
36. Module Manufacturing Trends
⅓ of module
assembly is OEM
Solar City + Silevo
Upstream
Vertically Integrated : so, module cost reduction benefits stay with producer
10 October 2014 Focused Energy Summit 2014 36
42. Overview of Module Level Electronics
High Value
Distributed Max
Power Point Trackers
μInverters
Expensive Inexpensive Control
Low Value
10 October 2014 Focused Energy Summit 2014 42
43. Global PV Electronics Supplier Taxonomy : 2014
10 October 2014 Focused Energy Summit 2014 43
47. Surface Mount Panelization
SURFACE MOUNT
SILICON INGOT WAFER CELL MODULE SYSTEM
PANEL
10 October 2014 Focused Energy Summit 2014 47
48. FlexStrap
Bonded Straps
~1.1 m
End View
.
.
.
.
~1.6 m
Module With
Front Side Loading
End View
Adhesive
Module
FlexStrap
Module allowed to flex –
eliminating high stresses
FlexStrap carries load in tension, while allowing module to Flex
10 October 2014 Focused Energy Summit 2014 48
49. Vertical Mounting Rail
Additional Cost Savings
Vertical rails reduced from
.
.
2/module
1/module
.
.
.
.
.
.
to
10 October 2014 Focused Energy Summit 2014 49
.
.
.
.
FlexStrap
Clamps
Module Module
50. Surface Mount Panelization
SURFACE MOUNT
SILICON INGOT WAFER CELL MODULE SYSTEM
PANEL
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Total Cost Savings
Module: $10.82/ea
Rail: $8.54
TOTAL: $0.21/W
10 October 2014 Focused Energy Summit 2014 50
51. Surface Mount Panelization
SURFACE MOUNT
SILICON INGOT WAFER CELL MODULE SYSTEM
PANEL
.
.
.
.
Now We Install the Brains
MLPE
.
.
.
.
.
.
.
.
.
.
.
.
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.
.
.
.
.
.
.
10 October 2014 Focused Energy Summit 2014 51
52. Site Specific BoM Delivered by Pod
10 October 2014 Focused Energy Summit 2014 52
p
53. Agenda / Overview
• Unprecedented U.S. Utility Changes
• Growth in Residential Rooftop PV
• Opportunities for Expanding Customer Engagement
• Collaborating to Win
• Financing
• Software Optimization
• Hardware Optimization
• A New Product Approach : Continuously Customizable Optimization
10 October 2014 Focused Energy Summit 2014 53
54. Surface Mount Product Strategy
HUBCO : Customized Standardization
• Distributed BoM Packaging for Each Job Site
• Fulfillment Centers:
– e.g. Foxconn (Ciudad Juárez), Flextronics (Fremont, CA) or Jabil
• Module producer to ship unframed laminates without J-Boxes
• Higher packing density = lower transportation costs
• Optimize Module Level Power Electronics and Inverter for each site
• Truck a pod with an installation-ready system to the job site
• Evolve upstream to buying cells and extract additional cost benefits
• Annealed glass
• Meet new UL 2703 standard ahead of the industry for maximum insurability
• Anti-soiling AR Coated Glass
• Integrate Uniquely Branded Utility Interactive Metering and Controls
10 October 2014 Focused Energy Summit 2014 54
55. "A pessimist sees the difficulty in
every opportunity; an optimist sees
the opportunity in every difficulty."
-- Winston Churchill
10 October 2014 Focused Energy Summit 2014 55
Editor's Notes
World electricity demand is projected to double between 2000 and 2030, growing at an annual rate of 2.3% , consistent with the GDP per capita growth rate worldwide.
This growth in electricity demand, is faster than any other final energy source. (according IAEA)
It is strongest in developing countries, led by China and India, where demand will climb by over 4% per year, more than tripling by 2030
It is generally believed that the next three decades will see a shift in the generation-fuel mix away from coal, which is the most widely used fuel today
nuclear power is also expected to decline, as it it is likely few new reactors will be built and existing ones will be retired, as public acceptance for nuclear is diminished, as a result of the 2011 Japan earthquake and Fukushima Daiichi nuclear disaster.
The make-up in electricity generation will come from increased natural gas-fired plants, and renewable energy sources, such as hydroelectric, wind, solar, geothermal, and so forth.
It is expected that total generation from renewables will increase 3.1% annually, and that the share of world electricity generation grows from 19% in 2008 to 23%.
While hydroelectric and wind make up the majority of renewable energy additions in the near term, solar power is expected to continue its rapid adoption--in the next 10 years, there will be a 300% increase in solar electricity generation.
Let’s take a closer look at how solar is implemented globally, and what this dramatic increase in solar energy production in the future, means to Applied and its solar business.
Notes
1990 11,930 TWh
By 2020 27,000 TWh net electricity generation