Cleantech startups are expecting that distributed solar energy — basically installing individual solar panels where power is needed — is going to grow as quickly as the PC and cell Phone markets grew.

The most cost-effective way to utilize solar power is to slap solar panels on individual homes and buildings and provide power at a smaller scale rather than create massive solar panel farms. Large solar panel farms require a lot of money to build and maintain transmission lines to move the energy from point to point.

“That S curve, you’ve been through it with the PCs and cell phones in your pockets, that’s what’s going to happen with this business,” said Danny Kennedy, Founder of Sungevity. “We’re in the middle of the tide as it rises, so it doesn’t feel like we’re growing — but it’s going to take off.”

A panel of green technology startup executives made the comments at the GreenBeat 2010 conference in Palo Alto, Calif. It included home solar panel providers Edward Fenster, Co-Founder of SunRun, Ron Van Dell, CEO of SolarBridge, and Kennedy.

One challenge is to include both the technology to capture the solar energy and convert it to usable electricity in the same box, Van Dell said. An initial surge in growth — including a new source of jobs — will come from research and development of those micro-inverters that turn solar panels into a complete product that both captures solar energy and turns it into a useful power source.

But in order to make solar panels gain some widespread approval and acceptance, though, is to make them sexy, Kennedy said. It’s important to make them have the same appeal that Apple creates with its products in order to make consumers more willing to put panels on their roofs, he said.

“We have to learn from Apple — it doesn’t matter what motherboard or modem is in that bundle of components,” he said. “What matters is the service, and that you all feel so cool sitting there with your Mac computers.”

Matthew Lynley, November 4th, 2010.

Posted by Danny Kennedy

Danny Kennedy co-founded Sungevity and now serves as strategic advisor. He is an internationally recognized opinion leader on climate and energy issues. He is the author of Rooftop Revolution: How Solar Power Can Save Our Economy - and Planet - from Dirty Energy (2012), a book that has been described as the clean energy manifesto for the next greatest generation.


  1. I agree, but everyone needs to acknowledge that adding Solar in their property is an purchase that should increase the actual worth of their home if / when they come to a decision to sell. With the environment the way it is going we simply cannot overlook any solution that offers free power at no cost to both the buyer and more importantly the earth!

    1. Great point, Heather. Studies show that adding solar panels to your house DOES increase the value of your home — by a whopping $17,000 on average.

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