INTERNET BUSINESSES

Archive for December, 2009

by Michail Kozlov

At the core of the solar industry lies an understanding that renewable energy, such as energy generated by wind and sun, is the future, if not already the very immediate as we increasingly realise that oil is something that is becoming increasingly expensive to extract and its supplies are limited. Using renewable energy is not a duty, but a choice, and it is undeniably very attractive once it is understood that it simply involves making use of something we take for granted such as daylight. Solar electricity panels, which are our focus here, observe the sunlight energy using photovoltaic (PV) cells. The cells turn the sunlight into electricity, which may be used to operate household electrical devises and heating (up to 40% of the electricity a household uses in a year). PV cells don’t need direct sunlight to work – some electricity could still be generated even on a cloudy day. Solar electricity is green, renewable energy that doesn’t release any harmful carbon dioxide or other pollutants. A typical home PV system could save around 1200 kg of carbon dioxide per year. There are a growing number of households who are opting for such energy solutions.

The actual product PV cells are panels that can be installed on the walls or roof. Every cell is made from few layers of semiconducting material like silicon. When the cell catches the light it produces an electric field across the layers. PV cells come in a different shapes and colors, from grey roof tiles, to transparent cells that can be used on glass and conservatories. The power of a PV panels is measured in kilowatt peak (kWp) ? the cell generates this amount of energy in full sunlight. If more electricity than needed is produced by the system, it can be sold back to the Grid, and if the home isn’t connected to the national grid excess electricity can be stored in special batteries to use when needed.

Solar photovoltaic systems are now widespread across European countries, especially Germany and Austria, where they have been in use since the 1970s. Despite numerous benefits, solar energy has been used considerably less in the United Kingdom than elsewhere in Europe. However, easier planning regulations and introduction of government funded subsidy in early 2010 has resulted in a greatly increasing demand for this technology. As the UK market grows and matures, companies and stakeholders need to understand how to connect with a growing consumer base.

Since working in the solar energy industry, I find myself explaining the basic concepts over and over again, to anybody willing to ask or listen. Needless to say, it’s rarely the name of the brand that means anything in these conversations, and if it does, it means I am talking to somebody from the industry. This situation represents a problem with professional marketing and branding within the solar world. While it is understandable that photovoltaic arrays are still products of which the majority of the population is mostly unaware, it is the newly arisen competition for consumers that brings the importance of brand preference into focus. Until quite recently, and it would be true to say that it is the financial crisis that has triggered the change, marketing has not been the main focus of PV manufacturers. They focused instead on developing technology of solar panels and production capacity, as well as reducing costs. Now, however, it is noticeable that manufacturers are making a greater effort in establishing themselves as being able to provide more service than simply delivering modules, inverters or PV – things that used to seem enough. Christian Munch, a consultant in research on branding renewable energy products, says that this change from “excess demand to excess supply has been a long time in the making”, and criticizes companies that had enough time to prepare but still neglected marketing campaigns and failed to establish better communications with consumers.

The absence of powerful marketing strategies has resulted in the failure of the companies to understand who their customers are since they range from wholesalers to contractors to commercial investors and private customers. According to branding experts, the best solution right now is to introduce service collaborations and discount, in addition to online IT service for contractors and free training as a part of better marketing. It is a known fact that the contractors and the craftsmen have the potential to promote on-going communication with the client since it is they who have the direct link to people interested in buying photovoltaic arrays. It is the quality of the photovoltaic cells that matters as compared to the status and potential. The consumers will surely consider the company to surpassed quality levels is they can get somebody to go over to their house and assess their roof and give them and estimate and the person who can do this is the contractor.

This concept can open up newer venues for constructors who have a professional orientation. The recently arrived Eastern European skilled constructors are considered to be great prospect by companies in the field of solar panels. As the demand for the qualified installers moves north, these workers from Eastern Europe might consider joining hands with installer companies or collaborating with them. The fact that laying roofs made of solar electric tiles in not a tedious task as compared to laying roofs with ordinary tiles is of prime advantage. Construction workers can work hand in glove the accredited installers since there is not special training needed for roofers. Plumbing and heating engineers looking to up their skill levels and become certified and qualified installers can take up a two day training course. This is more of up skilling for people with prior knowledge in the field of heating since this course covers issues ranging from assessing stability of the building to installation and maintenance. Being a powerful communication link in terms of marketing and also a contractor gives you the chance to propagate change by advising interested people about the energy solutions and making customers aware of the fact that the change they are adopting has a positive effect on the environment and the world.

Construction jobs would soar if we would switch to new way of extracting required energy. All houses would have to be rebuilt and installed with solar panels to enable them to produce electricity required to heat and run all common electrical devices that we got used to have. It will be a huge step towards development of more stable global economy.