A downturn provides a perfect foundation for innovation, and for most products the company that tells the best story typically wins. So it is likely in solar, where there’s a skirmish among crystalline and thin-film camps, notes Navigant Consulting’s Paula Mints — and once demand accelerates, let the best marketer win.
The assumption of unlimited demand brought many companies to enthusiastically enter the PV industry. Now that these companies face hard times, some will falter, some will exit, and some will innovate and persevere. The figure above provides a forecast to 2013 of global industry demand. The table that follows provides data on expected application demand (note as the grid connected application is a majority of demand and sales, it takes a prominent place).