how to jump start clean tech links
TRANSCRIPT
How to Jump-Start the
Presented by: Bijoy E.VVenue: IBS bangalroe – eMBA IS-V workshop
Ref: Mark W. Johnson Josh Suskewicz @ Hbr Nov 2009
About the Authors• Mark W. Johnson ([email protected]) is the chairman
of Innosight, a strategic innovation consulting and investing firm with offices in Boston, Singapore, and India.
• Josh Suskewicz ([email protected]) is a senior consultant at Innosight.
Concept Overview
Conventional approaches to renewable energy are falling short. The key is to shift the focus from developing individual
technologies to creating whole new systems.
by Mark W. Johnson and Josh Suskewicz
Global Green Tech initiatives!• The Obama administration has pledged more than $100 billion
for sustainable technologies• China plans to spend $200 billion, and the G-20 industrialized
nations some $400 billion• VCs around the world have pumped $20 billion into clean-
tech companies since 2005
Transition from a fossil-fuel economy to a “clean-tech” economy powered by renewable energy?
Is it working out ?• Sadly, history shows that this works rarely !
• May take many years enable clean technologies to supplant fossil fuels
• Required a deliberate shift in our energy infrastructure!!
Disruptive innovation Many of the difficulties of clean-tech adoption can be traced to the fundamental error of focusing on parts rather than on the whole.
• Framework for thinking• Enabling technology
• Hentry Ford: The real impact of these technologies was felt only after system shad evolved around them
• Edison Bulb: Technological transformation of switch from kerosene to electricity.
• Innovative business model• Google: Paired its advanced search technology with a fundamentally
different business• Careful market-adoption strategy
• Least possible investment in the smallest possible experiments to preserve the minimum scale needed to to demonstrate the concept.
• Favourable government policy
Case Study- Better Place, Israeli start-up
Business Challenges: Electric vehicles never been able to compete with the convenience and relatively lower cost of gasoline powered cars. Needing to refuel – and to refuel quickly.
TECHNOLOGY: Retain ownership of their batteries. extensive network of easy-to-use charge spots. Automated switching stations
BUSINESS MODEL: Separating ownership of the $10,000 battery from ownership of the car could lower the car’s cost substantially but not eliminate it.
POLICY: Tax on gas-powered cars would rise to 72%, while electric vehicles would be charged only 10%.
Better Place - Video• Click to see the Video
Masdar’s Business ModelBUSINESS MODEL:1. Developing the city. 2. thin-fi lm solar company investment arm takes stakes in promising cleantech start-ups
and projects around the world, 3. A gigantic wind farm going up in the UK 4. Manufactures clean-tech equipment5.The world’s first cleantech- focused university: the MIT-affiliated Masdar Institute of Science and Technology, Set to move in by 2013, expected to complete within a decade to be home to Masdar’s headquarters, the International Renewable Energy Agency,1,500 clean-tech companies, and 40,000 permanent residents.
MARKET: City is its own sheltered end market. Given a chance to mature with minimalbarriers to implementation and adoption, clean-tech.
POLICY. Clearly, as a government-owned entity, Masdar is in a position to enjoy advantages that can’t be matched in countries with less political will, on a scale not possible in the private sector.
Closing Note• Competing head-on with fossil-fuel-based energy is
exceptionally difficult.
• A century of investment and innovation has yielded a comprehensive network - more conveniently, efficiently, and cost-effectively than anything else right now.
• Government subsidies aimed at making not-good-enough options competitive have been applied
• In any event, no alternative will be viable over time if it can succeed only on an artificially created playing field maintained by permanent subsidies.
EV of Tomorrow!
Is it all about “Clean” ?
• Are we fundamentally right in the clean concept ?• Are the “Clean Projects” really Clean ?• Inventions on – Ready for turning points!
CO2 Problem ?!!CO2CCS• Capturing CO2 - Separating it from the other components of the
exhaust from sources such as coal-or gas fired power plants.• Compress the CO2 and transporting it by pipeline or ship to a
suitable location where it can be stored deep underground in a variety of geological settings.
WHERE TO STORE CO2 ?• There are several types of storage sites that are well suited for
CO2 storage. The most important characteristics - presence of porous rock in which the CO2 can be stored (much like water is held in a sponge)
• Ref: • http://www.riscs-co2.eu/• http://www.worldcoal.org/resources/case-studies/otway-co2-storage-project/
CO2 to CCS
Zero Emission – Not far.
• – Norwegian “Sleipner Project”
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