The green tech industry will fondly remember 2010 as The Year After the Near-Death Experience.
So what happens next?Things We’d Like to See Happen in Green Technology:
--The U.S. Establishes Long-Term Energy Policies. Investors, utilities, manufacturers, landlords and consumers all need long-term guidance. A national policy, ideally, would include carbon regulations, but tax credits and renewable power standards would be a tremendous help.
--Time-of-Use Pricing Begins to Spread. Demand for power soars in the afternoon, but the price for most consumers stays the same. Time-of-use pricing would create a market-based incentive to conserve. Utilities could finally justify their smart meter investments, too.
--Coal Peaks. Rising demand, particularly from China, could mean the end of cheap coal. Sustained hikes could change the renewable debate from “How much?” to “How quickly?”
--Green Tech Stops Being a Dirty Word. In 2010, Mississippi gave $169 million in loans and grants to three green startups to build plants in the state. Indiana is recruiting electric car companies. Even in red states, green is a job machine.
--The Holy Grail in Storage Appears. Investors are prowling for a breakthrough technology -- solid state batteries, ammonia fuel cells -- that will make energy as cheap and easy to store as gravel. It’s the Google opportunity.Things We Think Will Happen in 2011:
--Utilities Become Hip. When you think of a utility executive, you probably picture someone with a comb-over. But utilities reap massive profits, have the ability to shape the destinies of large cities and influence the profits at conglomerates. A growing cadre of the best and brightest will flock there.
--Solar Expands. Solar companies will ship 18 gigawatts of panels in 2011 (compared to 170 megawatts in 2000), while a growing number of companies will saunter under the magic $1-per-watt mark in manufacturing. It won't be like the titanic growth we saw in 2010, but it will still be positive.
Grid parity could be achieved in parts of Italy and Japan.
--Electric Cars Are a Hit. Electric cars might cost more, and the $7,500 federal tax credit won’t last forever, but it only takes one test drive to become a fan. Today’s better batteries will prevent the Chevy Volt from becoming the new EV1.
--Chinese Becomes Familiar. In 2007, would you have thought Yingli Green Energy or Trina Solar or BYD might become well-known brands? Chinese companies are known for low-cost manufacturing, but in 2011 many will try to establish brand names, like their Japanese and South Korean counterparts decades earlier. China could boost U.S. employment, too. Silicon Valley’s Innovalight sells magic ink to Chinese solar companies, while Suntech, China’s big solar maker, has a module manufacturing facility in Arizona.
--AT&T, Google and Comcast Become Utilities. Communications carriers and computer companies will start to offer energy management services to homes and businesses. Pay $15 to save $25 on your power bill? We’ve heard worse offers.
--Merger Mania Grips Green. Acquisitions, particularly in solar, lighting and efficiency, will continue. BrightSource Energy, MiaSolé and a few others may even attempt IPOs, but the IPO class of 2009 was a mixed bag.
--The Department of Defense Becomes a Market Maker. The U.S. Navy wants to cut fuel consumption in non-combat vehicles by half in five years. In ten years, half of the bases will generate as much energy as they consume. Other branches have similar goals that all stem from a desire to reduce fuel convoys and dependence on shaky alliances.
Critics might complain about bloated budgets and inefficiencies, but DoD buying is how the semiconductor industry took flight.Things We Hope Won’t Happen:
--Oil drops to $60 a barrel. A drop in price, even a temporary one, could whack the beleaguered biofuels industry.
--Clashes Over Wind and Solar Farms. Offshore wind and solar thermal power plants got approved in the U.S., but only after delays and negotiations that reduced their size.
--LED Bulbs Flop. Prices could drop to $20 or less in 2011 from $90 in 2008. But lighting distributors and electricians are still getting their head around the concept and consumers blanch at spending more than a few bucks on bulbs. Lackluster performance could hurt them too.
--VCs Retreat to the Sidelines. Green may not fit ideally with the VC model, but it remains the best way to take lab concepts commercial.--High-Profile Companies Backed by Government Loans Sink.
Solyndra is the test case.--The Public Gets Climate Fatigue.
--The Tax Credits Lapse Again.