As a customer, its important to understand the process by which solar panels get from manufacturers to end users to ensure you’re getting a good deal.  In general, most solar panel manufacturers are big companies who produce in very large quantities. This means they generally prefer to sell to only a few large distributors in high volumes rather than have lots of smaller customers. This makes their sales process easier since managing many customers is very small time-consuming and costly.  The large distributors then sell to either smaller distributors or to installation companies.  The distributors aim to provide all the necessary components for installers, allowing them to buy in small quantities and providing technical support.

Examples of well known solar distributors in the UK are Dulas, Segen, Solar Century and Waxman.  Because the UK solar industry is so small and so new however, these UK wholesalers are very small compared to their European counterparts in Germany, Spain and France.  One of the biggest solar distributors in Germany, IBC Solar, will sell 500MW of solar equipment this year.  This compares to a total expected UK market size this year of 60MW! So IBC Solar sells nearly 10 times the total UK market, and is just one company!

Unsurprisingly, since the UK is now seen as an interesting emerging market in the solar industry, many of these large European distributors are moving over here.  I spoke to one last week that is investing 200 thousand pounds this year to set up a warehouse and employ a 5 person team to address the UK market. This is good news for UK installers because they will now have access to pricing that was only previously available to their counterparts in mainland Europe.  The UK wholesalers on the other hand may struggle to compete with such large competitors.

Competition is coming from all sides however, and there are now solar panel manufacturers who are moving downstream and becoming more like wholesalers. It is now possible for smaller installers to buy directly from a few of the European manufacturers, thereby bypassing the wholesalers and their margins.  To withstand this competition the big European wholesalers are trying to gain advantage by developing an array of advanced support services for wholesalers to win them over.  This includes things like credit lines, training and design software.

It is unclear whether these features will suffice since there is also competition from the big in-house installers.  In the US there is a very large installation firm called SolarCity which is going head to head with the wholesalers for marketshare, but does all installations using its own in-house team.  This has advantages in-terms of pricing and quality of service – there are no middlemen and they can guarantee the end to end service – the drawback is that growth is capital intensive and slow.

The market is evolving so rapidly it remains to be seen which business model will win out in the long run, what is clear is that there will be a lot of movement in the market – all of which is good for customers since it means prices will fall and customer service will improve.  So when choosing a solar panel system, try to find out where the installer buys their solar panels from, not just who the manufacturer is.  This will help you tell if you are getting a good deal or not.

The comprehensive spending review of October 20^th could have spelt a disaster for the UK solar industry if they had instantaneously cut the feed-in tariff.  Thankfully no such cut was made and the industry can continue on as before, at least for now.  All feed-in tariffs are designed be decreased on a regular basis.  This is so that the return on investment from a given renewable energy technology stays the same over time.  The great thing about feed-in tariffs is that they decrease and decrease until they reach the same value as retail electricity prices, at which point you’re at grid parity and you don’t need the feed-in tariff anymore.  Its hard to predict exactly when this will happen but in the case of UK solar PV, costs decrease very rapidly and I think that in 5 years time grid parity will be very close.

Currently the UK feed-in tariff is not set to be reviewed until April 2012, with changes possibly not coming in until 2013.  In most feed-in tariff markets, the tariff decreases annually, so not changing our feed-in tariff for two whole years is too long in my opinion.  The feed-in tariff at today’s PV prices provides a fantastic return on investment. 9-12% annual return for 25 years beats nearly everything you could get in an ISA or other savings product.  In two years time, with another two years of cost reduction, the investment return could be significantly higher than it is now.  Frankly, as someone who works in the solar industry, I say that this would be a bad thing.  What the industry needs to see is steady year on year growth, not a boom and bust.  The tariff is fine where it is for now, but soon it needs to be decreased to ensure the returns don’t get too high.  The returns are high enough to trigger major growth in the industry, if they are too high then we will see more and more people pile into the market in a way that is unsustainable.  The tariff would then have to be cut very significantly to control the market, which would lead to a massive drop-off.

It is very important that the industry has visibility on what will happen to feed-in tariffs so businesses can plan ahead.  To solve this Germany have announced what will happen to the feed-in tariff based on the results of the previous year. That means that if the market reaches a certain size, the egression the following year will be larger and vice-versa. The details of this are published so that everyone can see what the degression rates could be – we need this level of visibility in the UK.

Another big problem with feed-in tariffs is that they cause a surge of installations in the run-up to a feed-in tariff degression – which is not particularly healthy.  What would be best is to decrease the feed-in tariff little and often, so there are no sudden jolts to the industry.  Italy has just introduced quarterly feed-in tariff degression i.e. decreasing the feed-in tariff every 3 months instead of once a year.  I think this is a great idea.  As long as the degression each quarter is small and planned ahead, the industry will be able to continue to grow steadily without the need for big every year or every two years.  France on the other hand are considering an annual cap to the PV market.  This is absolutely terrible for the industry as it limits everybody’s growth and will cause redundancies across the industry in France if it goes ahead.

So now we are back on our feet in the UK, lets think about how to create a stable solar industry going forward by decreasing the FiT in a sensible way.  It could be that we follow the Italians lead on this one.

The BBC website yesterday released a business article showing that all is not doom and gloom in the financial world. Certainly, while we are told that Britain is set to reel under the dramatic public sector spending review of the coming months, farming at least has the potential to benefit financially from the government’s solar feed-in tariff scheme.

Solarfeedintariff.co.uk has been a keen exponent of the tariff system both home and abroad for the last three years as a way of making solar projects viable, profitable and of course, a long term alternative to other unprotected investments. Now, as the BBC has reported, it is now the turn of forward thinking farm owners to cash in on the tariff scheme which pays small scale producers of solar photovoltaic energy a fixed, premium rate both for the energy they use and feed back into the national grid.

On a BBC website laden with news of the scrapping of the Ark Royal, cutting the Housing budget and the Spending Review, it is good news for a young and growing UK photovoltaic industry that high profile media outlets are now regularly running with solar feed-in tariff case studies. Never one to shy away from the media, Glastonbury festival entrepreneur Michael Eavis plays a prominent role throughout the article, highlighting the very simple financial rewards involved in investing in solar. Indeed, in an industry often reluctant to change Eavis provides perhaps the best example of how farmers can increase profits through investing in new areas, in his case, Rock Festivals and Solar panels.

With a number of solar pv companies now vying to tap into the burgeoning solar market on British farms, landowners will have no shortage in sourcing panels in order to start tapping in to the tariff scheme. The BBC article, rich with quotes from suppliers stressing difficulty in keeping up with demand at the moment, highlights that, once the revenue generation model of solar pv becomes better understood and widely accepted, then the potential for long term profits in UK rural solar projects will continue to go from strength to strength.

For more information on how you could benefit from the solar feed-in tariff, please contact: elliot@solarfeedintariff.co.uk

Solarbuzz, the market research group which focuses on solar photovoltaic (pv) has released its UK pv market 2010 report and highlights strong growth potential for the year ahead. Indicating the link between the market and the feed-in tariff legislation, Solarbuzz predict that 2011 will see a surge in solar pv installation as investors look to tap into the government’s tariff scheme.

With a focus on such factors as market segmentation, market size and tariff rates the report has highlighted the continuing growth of the infant solar pv market in the UK. Alan Turner of Solarbuzz said,

“The early entrance of big name brands are helping to lend public confidence to what is generally a poorly understood renewable energy source in the UK,”

The Solarbuzz market report has highlighted the following trends for solar pv:

• The south east accounts for 45 per cent of residential solar pv installations in the US
• 2011 solar pv figures will be hugely impacted by emerging agricultural and industrial projects
• Big name brands entering the solar pv market will easily meet the growing demand for solar installations