Jason Morris, Executive Vice President, Schwartz MSL
The most difficult challenge facing the solar industry this year has been a public relations problem, with too much media and political attention focused on the struggles of publicly traded cell and module companies and DOE loan-guarantee recipients. This focus has overshadowed what will be a record year in U.S. adoption, aggressive incentives in Japan and states like New York, Massachusetts and California, and a banner year for downstream players.
To ensure long-term growth, the industry must tell a more balanced story that illustrates a future of how solar fits within a diverse energy mix and better market to residential customers. The industry also needs to continue to innovate and drive down LCOE through lower balance-of-system costs and development of lower-cost storage technologies. The future of the industry is incredibly bright, and I expect that with election-year politics and the trade dispute behind us, 2013 will be even better.
Jason Morris is an executive vice president with Schwartz MSL and co-leads the firm’s cleantech and energy practice. He has spent the past five years working closely with innovators up and down the solar value chain, including companies in manufacturing equipment, module manufacturing, inverters, CPV, integration and finance.