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Daniel Englander: November 30, 2007

The 2008 Greentech Market Taxonomy

It is fair to say that green technology has moved beyond composting. Driven by the facts of global climate change, rising energy demand and shrinking fossil-fuel reserves, green technology has developed into a significant growth market. In 2006, green-technology companies received $3.9 billion in venture-capital investment and generated $55 billion in revenue. The year also was successful for firm exits, with green-technology companies raising $4.9 billion in IPOs -- nearly doubling 2005's record total -- and completing nearly 450 M&As. Behind this record-breaking market expansion are a widening array of technologies, processes, applications and services that are helping consumers, businesses, utilities and governments create a clean and sustainable world.

Green technology is a necessary solution to a complex problem -- generating economic growth without sacrificing the environment. Specifically, green technology is anything that seeks the efficient use of natural resources to limit or negate environmental impact while reducing costs and raising revenues, profits and value. It generates positive social, environmental and economic externalities across the entire product life cycle with innovative crossover technologies, processes, applications and services. This system constitutes a market in the broadest possible sense: The demand for a better quality of life and a healthier environment is met by a supply of innovation and capital that cuts across the industrial and knowledge economies.

Keeping track of the growing number of players and technologies is a major business challenge for green technology. The market has moved past power generation, branching out into sectors that affect nearly every aspect of modern life. Dressing, driving and eating are a few, and the list goes on. Who these technologies affect and the level at which they operate are becoming increasingly important questions for investors and entrepreneurs alike. Understanding the value of green technology requires one to understand the composition of the market.

This taxonomy represents Greentech Media's belief that green technology is understandable in an intuitive way. We have organized the green-technology market to reflect how the end user might interact with the variety of technologies, processes, applications and services flowing into the field. In the green-services sector, for instance, a homeowner might take advantage of retail PV outlets and systems integrators, while a demand-response program might make more sense for a mall or grocery store. By organizing the market in this way, and then by discussing each aspect of the market in depth, we have added a level of accessibility to the green-technology market where none previously existed. The companies we decided to include here were selected largely on the maturity of the technology. In some areas, only a handful of companies operate. In other areas, such as solar or wind, we have selected a mix of established producers and promising start ups. The company lists are not exhaustive, as new companies are entering the market almost every day.

An important aspect of the Greentech Media Taxonomy is the level of interaction we hope it will engender. The green-technology community is incredibly diverse, spanning science, business, government and you -- the end user. Though the initial taxonomy is intended as a top-down framework to structure the market, it is our hope that it will evolve with your input, criticism and comments. Our goal is to have this taxonomy develop into a folksonomy, driven as much by your knowledge as that of our analysts. We admit that the Greentech Media Taxonomy is far from complete. Instead, it is a starting point from which we plan to develop a reference point for the entire green-technology community.

Power Generation

Green-power generation sources reduce significantly the need for fossil-fuel-based electricity generation. Electricity is generated primarily by burning coal and natural gas. While these fuel sources have a lower cost per kilowatt than green-power-generation sources, this will soon cease to be the case. Many observers believe fossil-fuel production will decrease dramatically in the next half-century, and will end completely before 2100. During that period we can expect energy consumption to increase dramatically, driving up costs for fossil-fuel-generated electricity. Cost increases and the ongoing negative environmental effects caused by fossil-fuel use are driving homeowners, businesses, governments and utilities to develop and adopt green-power-generation sources.

Green-power generation is among the most advanced segments of the green-technology market. Several technologies, such as wind and solar power, are commercially available now. Ocean-power technology and hydrogen production from sulfur-deprived algae are in development and prototyping stages. Government incentive programs and a steady stream of investment capital are driving growth in this segment. Investment and research support are expected to increase to match the growing economic and environmental costs of fossil-fuel-generated electricity.

Key Components

Renewables - Renewable energy sources such as wind, water, geothermal steam, biomass and solar provide zero-emission, zero-fuel-cost power to national power grids, commercial buildings and residential units. Efficiency gains in power generation coupled with low-cost scaleable technology are driving growth in this component, and helping it to garner the largest share of investment dollars in green technology. In more established technologies such as wind and solar, investment is migrating into different parts of the supply chain as companies continue innovating to bring down capital costs. Other technologies, such as ocean power, are achieving higher rates of early stage investment, which is driven by the confluence of technology advancements and positive policy climates.

Transportation

Green transportation technologies refer to both the cars themselves and to what makes them move forward (and backward - or up and down). While vehicles are about as high up on the value chain as you can get, their key components are innovative green power sources that are lightweight, durable, high-performance and long-lasting. The trajectory of green vehicles is advancing away from fossil-fuel-only or fossil-fuel hybrid vehicles toward vehicles that use a combination of on-board electricity generation, biofuel and standalone electricity storage.

Bringing zero-emission vehicles (ZEVs) to commercial scale is dependent on increasing the storage capacity of batteries while decreasing their size and weight, increasing the availability of fuel for fuel cells and producing carbon-neutral biofuels on a level equivalent to gasoline. Growth trends in the transportation segment are all leading toward commercial-scale ZEVs. Technological issues aside, a number of growth-impeding infrastructure deficiencies exist. Funding and investment for biofuel-production facilities and distribution infrastructure are scarce, which limits the wide-scale reliability of vehicles reliant on these fuel sources.

Key Components

Energy Storage

Energy storage is the backbone of the green technology economy. Storage technologies address power-source predictability, which many believe is a significant obstacle to the widespread adoption of green power-generation technology. Green energy-storage technologies also provide sustainable solutions for consumer electronics and transportation technologies.

Storage systems are grouped by storage method. Grid-storage technology is currently used to supplement diurnal power supplies, charging from nighttime base-load power and supplementing peak power demand during the day. When providing storage for green power generation, this technique would be reversed. Storage systems would charge during the day, collecting excess solar or wind energy, and would then provide base-load power at night.

Key Components

Green Materials

Green-materials companies create sustainable, cost-effective products to substitute or replace current building and living materials. These companies emphasize the use of zero-emission, non-hazardous inputs to create end-use products and processes that are as good as, and sometimes better than, their traditional-materials counterparts. Green materials also include nanotechnology processes that are more energy-efficient than their industrial-scale counterparts. Ultimately, green materials present environmentally friendly means of enjoying our current lifestyle while decreasing our reliance on harmful chemicals and pollution-heavy processes.

Green materials exemplify the pervasive and disruptive trend of green technology. In applying this logic to work in chemistry and architecture, we are able to capture a major green-technology trend: interlinkages. Advances in green chemistry have the possibility of affecting how cars are made, how long our clothes last and the materials we use in construction. Architecture and building are major extensions of this effort, as a number of these groundbreaking technologies are applied to efficiency and sustainability efforts in construction and design.

Key Components

Recycling & Waste

Innovations in recycling and waste technology address pollution problems that directly affect our living environment. By focusing on the quantity and composition of waste going into the ground, new waste-disposal processes will help us regenerate soil and reduce the amount of land needed for disposal. Recycling and waste technologies, along with water, form the baseline for green technology. These innovations are both necessary and available. Improving waste-disposal and recycling processes are neither expensive nor highly technical. They have the potential to influence the quality of life for individuals across the globe.

The market potential for these technologies is huge. Ground contamination is a serious problem in a number of locations, especially in countries where the majority of individuals depend on agriculture to make a living. If China or India were to adopt widespread waste-disposal or recycling regulations, the companies producing the most efficient and effective technologies would have a ready-made market.

Key Components

Water

Ensuring access to clean water is one of the biggest challenges facing the global community in the 21st century. The amount of currently available fresh water is static, though growth in absolute population and population density is increasing dramatically. Every year millions of individuals in developing countries die because of lack of access to water or because of contaminated drinking water. In developed countries, overuse, mismanagement and underinvested infrastructure are creating water shortages and sanitation problems in many large cities.

Green-technology applications for water purification and water recycling present significant solutions to many of these problems. Investor interest in green water technology has been spurred by the recent upsurge in the application of new technologies to water problems. This is a market with a consumer base of more than 6 billion people and growing. The growing realization that a tightening supply is both a significant problem and a significant opportunity has led a number of scientists, investors and entrepreneurs into this segment of the green-technology market.

Key Components

  • Water Purification - Purification technologies address a significant problem facing both developed and developing countries. Current commercial technology is effective at removing certain types of contaminants, but larger systems with integrated purification technologies are needed to filter out all contaminants. Another challenge facing water purification is flow rate. Larger systems necessarily take longer to process clean water, creating supply bottlenecks.
    UV Disinfection
    Atlantium
    • Aerobic Granular Sludge Technology - Certain anaerobic bacteria introduced into dirty or contaminated water will form solid granules around impurities such as heavy metals, human and animal waste, and chemicals. In prototype tests, it has acted successfully as a tool for desalination. The granules sink to the bottom of the bacteria reactor, while the remaining clean water is filtered out. Progressing this technology out of research phase may produce an inexpensive, accessible method for acquiring clean water.
    • Membrane Distillation - This process addresses both purification and desalination issues, the latter of which is an important aspect of increasing global water supply. Dirty water is heated into a vapor and passed through a salt- and contaminant-catching hydrophobic membrane, and then cooled on the other side. This process is ideal for rural areas or developing countries, as it incorporates concentrated solar heat to vaporize water and is less energy-intensive than other membrane processes. Further advances in nanotechnology focused on membrane have the potential to increase the effectiveness of this process.
    • UV Disinfection - The genetic material found in water-borne bacteria and viruses is effectively neutralized after absorbing radiation from an ultraviolet light source. The UV light rearranges the genetic material within DNA and RNA, making the organism unable to reproduce while sanitizing the infected water. UV radiation adds no chemicals, does not change the water's taste and does not remove water's nutritional elements and minerals. The process itself involves passing water through a chamber with a UV light source. However, existing UV disinfection technology is not completely effective, and provides better results with pretreated water.
  • Wastewater Treatment and Recycling - Wastewater treatment and recycling addresses the specific need for creating additional freshwater resources. Household water is often used only once and then discarded, even though it is not technically contaminated. For areas with water limitations or shortages, or businesses that have high water needs, secondary water-recycling technologies will play a key role in future water-conservation efforts.
    Domestic Grey-Water Recycling
    FreeWaterUK EcoNova Perpetual Water
    • Domestic Grey-Water Recycling - Grey water is the end-result of household water output from showers, sinks, washing machines and dishwashers. A number of different domestic water-recycling devices have been developed to divert grey water away from the drainage system and toward home-integrated treatment systems. Recycled water can then be used to water the garden or for renewed use in washing machines and dishwashers.
    • Industrial and Commercial Water Recycling - These systems are nearly identical in function to the domestic grey water-recycling systems, but they are scaled up for use in construction sites, apartments and commercial buildings. Industrial and commercial recycling systems are ideal for providing onsite treatment and recycling of toilet water, which can be pumped back through the onsite sanitation system, as well as for equipment cleaning and industrial water uses.
Water Management & Monitoring
Sensicore
  • Water Management & Monitoring - Combining treatment, purification and desalination technologies into an efficient system requires constant monitoring and management of the water supply. Water-management technology uses sensors to monitor water quality and distribution. These sensors transfer information to software for systems optimization, which will ultimately create more conservation and efficiency gains for both residential and utility-scale water consumers.

Efficiency Infrastructure

Efficiency infrastructure focuses on developing smart grid technology that supports varied generation sources and varied service models. Enhancing the efficacy and efficiency of power systems is dependent primarily on creating a data-rich, multi-modal smart grid. Moving the grid off analog, one-way communications and toward a networked, distributed operating model represents a crucial step in supporting the mainstream, end-user-oriented adoption of green power-generation sources. Efficiency infrastructure also focuses on applications that monitor power usage and output. These applications seek out system inefficiencies and reduce power usage.

Key Components

  • Monitoring - Consumer monitoring of energy and resource use is an important means of driving down consumption. Efficiency technologies and applications operate regardless of the type of power generation (coal, wind, solar, biomass, etc.). Efficiency monitoring companies work to help consumers reduce their environmental impact while also keeping costs down.
    Energy IT
    Verdiem Optimal Technologies International, Inc. Ventyx
    Sensoring
    GoodCents SensiNet
    Orion Energy Systems NxtPhase
    • Energy IT - Programmers and installers of system-optimization software for residential and commercial applications are creating investment opportunities in end-user-driven energy monitoring. Energy IT software identifies energy waste in electrical or networking systems and prescribes ways to eliminate it. More advanced software automates the waste-reduction process, and works to optimize the distribution of energy around the system.
    • Sensoring - Sensors monitor integrated systems in commercial buildings, factories, house, farms and utilities. They are programmable devices that monitor and regulate the use of electricity, lighting, water, HVAC, fertilizer and almost any other resource needed for integrated systems operations. Advances in nanotechnology are leading to new classes of autonomous, self-powered sensors that allow for efficiency gains in resource use.

Green Services

Green-technology service companies bridge the gap between technology and consumer. They provide financing options, direct-install, retail and cost-saving solutions for end users of green power and renewable energy.

Developing innovative service models for providing green power generation is considered a major step toward enhancing green technology's accessibility and reach. For many of the established technologies, such as wind and solar, cost improvements are being made in business-model development aimed toward distribution and sales models. One benefit of this model is risk internalization -- many of these companies absorb the risk of owning and operating green power-generation sources for consumers.

Key Components

 

Conclusion

The Greentech Media Taxonomy is an ongoing effort involving the entire green-technology community. It is intended as a reference point for identifying sectors, technologies and companies across the green-technology market. The taxonomy will evolve to follow changes in the market, and we welcome your input. We are specifically interested in new technologies, ways to organize the taxonomy to make it more coherent and applicable and any new companies that you discover.

  • Smart-Grid Infrastructure - Higher-demand loads and varied-generation sources require an updated grid infrastructure to manage new capacity. Central control systems linked to networked, distributed meters provide the information hardware and software backbone for new smart-grid systems. Advanced materials for power transmission and distribution will help the smart grid bear higher load capacities, become self-healing, and flex between alternating- and direct-current generation sources.
    Grid Management Systems
    GridPoint Itron Optimal Technologies International, Inc.
    Fat Spaniel BPL Global Broadband Energy Networks
    Intelligent Network Devices
    GridPoint Enel SpA
    Oxxio Comverge
    Advanced Materials and Components
    Echelon Corp.
    • Grid Management Systems - Analog electricity grids are controlled from a centralized mainframe -- usually a SCADA system -- that relies on information bursts to distribute power load. Digital, information-rich grid management assumes a two-way connection between the central system and the nodes of a distributed generation network. Integrated communication through broadband-bearing power lines, for example, will allow for real-time data transfer and efficient asset allocation, load switching and monitoring of multiple power sources feeding into the grid. New grid-management systems will allow utilities to take advantage of different pricing models and power surpluses available from net metering and demand response.
    • Intelligent Network Devices - Intelligent devices installed in homes and businesses that monitor energy production and consumption serve both the needs of both homeowners and utilities. These devices allow utilities to efficiently integrate demand response and net-metering programs within their decentralized smart-grid infrastructure. They allow homeowners the possibility of creating their own power and distributing that into the grid, streamlining income from demand response and net metering. Because communications between the smart-grid management systems and the intelligent home devices are networked, customers are able to track their energy consumption and production patterns online, in real time.
    • Advanced Materials and Components- New generations of superconductive cables and power electronics will facilitate the increased load demand and increasing variety of power sources taking advantage of the smart grid. Intelligent hardware and networking software are only one component of the smart-grid infrastructure -- actual infrastructure is a necessity. New transmission and distribution materials will be switched between alternating- and direct-current load, be self-healing and incorporate communications architecture into the grid infrastructure.
    Renewable Power Providers
    SunEdison Tioga Energy
    Solar Power Partners GreenSun Energy Solutions
    • Renewable Power Providers - Renewable power providers own, operate and finance green power-generation sources. These companies partner with systems installers and energy consumers to reduce the risks and costs associated with installing and managing green power-generation systems. Through innovative contracts, such as power-purchase agreements, renewable-power providers are able to distribute the costs of owning and operating green power-generation systems. Under a power-purchase agreement, the energy consumer locks into a set price over a set time period, while the service provider maintains ownership and responsibility for the green power-generation system.
    • Integration - Green-power integrators provide solutions for electricity consumers seeking to generate their own renewable energy. Integrated systems providers build turnkey systems for quick installation, provide installation support and site analysis and provide continued maintenance and upkeep on distributed-generation systems.
      Distributed Generation
      Akeena Solar SPG Solar groSolar
      Retail
      Yes! Solar Solutions
      • Distributed Generation - Distributed generation means skipping around the utilities and power grid and generating power at the point of use. This option has for a long time been especially attractive to individuals living off the power grid. Now, however, homes and business looking to reduce their electricity bills and their environmental impact are hooking up with distributed-generation installers to generate electricity at the point of use. These service providers provide entire packages, including installation - BIPV or mini-turbines, for example - pricing and payment options, ongoing systems maintenance, building permits and site analysis.
      • Retail - Retail stores represent the mainstreaming of green power generation. They provide consumers with technical training, installation support and advice, replacement parts for their distributed generation units, system maintenance and complete systems. Only a few stores devoted to renewable energy exist currently, though as prices come down on end units and as incentive programs become more widespread, we expect to see a number of companies take advantage of the growing retail market.
    • Efficiency Services - Consumer monitoring of energy and resource use is an important means of driving down consumption. Efficiency technologies and applications operate regardless of the type of power-generation input (coal, wind, solar, biomass, etc.). Efficiency-monitoring companies work to help consumers reduce their environmental impact while also keeping costs down.
      Demand Response
      EnerNoc, Inc. Comverge
      ConsumerPowerline Prenova
      • Demand Response - Demand-response service providers monitor consumer demand and scale up or down energy consumption depending on the load requirements of the power grid. For example, during peak load hours a demand-response provider might scale down electricity usage for lighting or HVAC systems, and sell the excess electricity back to the grid. Utilities pay demand-response providers for the extra electricity, and demand-response providers pass on these revenues to consumers. Demand-response providers work with all types of power generation and create revenue through efficiency gains in power distribution.