Energy

Solar Power in Germany

The German Solar Industry Association and its Role within the Sustainable Development of the PV Industry in Germany New Delhi – 23. May 2012 Jan Knaack Project Manager German Solar Industry Association

Legislative framework in Germany

Germany is a 2 chamber system

• The Parliament (1. Chamber) composes of elected MP, which belong

to political parties – the stongest parties form a coalition

government

• The representation of the Governments of the Federal States (16)

form the 2. Chamber (Federal Council), they can influence / block

laws affecting their competences

• Energy policy dominated by Ministery for the Environment

(Renewable) and Economy (Conventional Energies)

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Energy policy = Mix of interests influence by structure, economy, social norms, institutional setting, political orientation

Groups / companies representing trad. (energy) industries

RES-Associations

Environmental Groups

German Solar Industry Association

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TASK To represent the German solar industry in the solar

thermal and photovoltaic sector

VISION A global sustainable energy supply provided by solar

(renewable) energy

ACTIVITIES Lobbying, political advice, public relations, market

observation, standardization

EXPERIENCE Active in the solar energy sector since more than 30

years

MEMBERS More than 900 solar producers, suppliers,

wholesalers, installers and other companies active in

the solar business

HEADQUARTERS Berlin

3

European Counterparts Renewable

Energy Association

BEE

Association for Solar Energy

(BSW-Solar)

Associaton for Wind Energy

Association for

Geothermal

Associations for Biomass (Gas, liquid,

solid)

Association for Small

Hydro

Structure •Associations co-finance BEE •Are represented with one vice president

Goals: •Mutual Information / knowledge sharing •Common positions •Joint projects / studies •Common PR work and information

Institutional Context of RES Associations in Germany

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4 sub taskforces •Electricity •Heat •Transport •European Union

Idea: •RES have many common challenges •RES must act as a swarm to manifest their interests against established energies

Overall goals of BSW-Solar

Political Goals:

- Create, promote a stable political and legislative framework to enable

a sustainable solar market / industry growth in Germany and abroad

- Speak with one voice for a large no. of different industry players

- Create wide spread public acceptance for the costly change of the

energy system in Germany / Europe

- Create value added for society through promoting clean energies / job

creation / technology development

Technical goals:

- Act constructively to change the energy system from a central system

to an efficient, lean, reliable and cost efficient multi-player system

with large amounts of solar energy

- Support companies in Germany to stay among the technology leaders

- Provide efficient and attractive membership services

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Achievements Continous support for a stable legal framework / market for the

growth of a PV market in Germany and other countries

• BSW-Solar is the voice of the Solar Industry in Germany and a well

known and accepted counterpart of the governing bodies

• 12 years of political support for the German Renewable Energy

Sources Act resulting in moderate amendments and a stable

framework enabling market growth, establishment of an industry

with more than 100.000 employees and considerable price

reduction

• Conduct of the worlds most important and biggest awareness

raising campaigns

• Successful completion of projects concerning development of

standards, reduction of administrative barriers and case-to-case

trouble shooting

• Continuous coordination of activities with other national /

international associations to share experience © BSW-Solar

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© BSW-Solar

7 Organisational Structure (July 2011)

Management

Pol itics + International

Affairs

Pol ical Consultaion international

S trategy - Monitoring

Ex port S ervice- Centre

Public Affairs Pol itical

consultation national

Market + Communication

Press offcie Industry

mark eting

Publications Onl ine-Service

Trade shows S tatistics

Technical Department

Photovoltaics S olar thermal

Qualitäty assurance Research

Norms Technology

Development

S ervice

Off ice IT

Controlling Member Services

Finance Accounting Personell

As s istenz der GF Key- Account-

Man ager

W o che der Sonne

MD: Carsten Körnig MD: Jörg Mayer

Around 30 staff members, financed by membership fees, ca. 50 % and projects 50 %

Board of 9 industry representatives of different parts of value chain

BSW-Solar – Activities and Member Services

1. Representation of PV and ST industries towards political decision

makers

2. Professional public relations campaigns and marketing for the

industry and dissemination of relevant information to multipliers

3. Formulation of standards and framework for the industry by means of

work groups, norming gremia, clearing & trouble shooting-mechnisms, etc.

4. Industry information and (non-) member services up-to date info with focus

on industrial decision makers, news about market development and relevant policies,

projects etc.

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1) Representation of PV and ST industries towards political decision makers & institutions / Public Affairs

Approaches of interest & expertise representation

• Offer industry expertise regarding all relevant questions (e.g.

market design, standards, incentives etc.)

• Develop close ties to leading political actors and parties by e.g

– Invitations to events of the association / industry

– Presence at national party summits

– Provision of information / arguments to politicians their

technical staff, ministeries, administration

– Active participation in parliamentary hearing etc.

• Establish on going dialogue with relevant politicians

– Provide pro-active proposals to decision makers

concernig legal issues

– Involve member companies to become active in their constituencies

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2) Professional public awareness raising campaigns

Means

• Planning according to scheduled legislation processes /

publications etc.

• Providing relevant information / data to journalists

• Co-operate actively with journalists / media

• Provide information to member companies to give the orientation

• Distribute information through focused media / chanels

• Provide simple and few messages for a (non expert) perspective

• Contribute information / opinions to current media topics

• Use the entire scope of media channels (print, online, Radio, TV)

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Example 1: Public Information campaign 2011: Series of articles in Germany‘s main quality newspapers

o Generate attention: Placement of five articles on the most important

questions on the energy future of Germany inform the readers in an

interesting way

o Regular : Publication of articles during the „hot weeks“ of the

legislative process – one article weekly in German quality press

(F.A.Z. und Süddeutscher Zeitung (21. Mai bis 18. Juni 2011))

o Messages:

– Cost / Benefit: 1: Solar energy becomes cost competitive – Potential: Solar energy is inexausteable – Future of energy: Combine the right sources, store in an

intelligent way – Cost / Benefit 2: Solar energy creates opportunities for the

economy

– Decentralised citizens‘ electricity: a win-win situation for all parties involved

Download

www.solarwirtschaft.de/energiediskussionen © BSW-Solar

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National Media campaign for continous PV growth in Germany and media monitoring along the legislative process of the EEG-amendment

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1. Anzeige KW 20

2. Anzeige KW 21

3. Anzeige KW 22

4. Anzeige KW 23

5. Anzeige KW 24

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High visibility in Germany‘s most important media - citations

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Der Bundesverband Solarwirtschaft warnte vor einer weiteren Absenkung der Vergütung. Diese könnte „den Markt abrupt und vollständig abwürgen“.

Verbrauchernah erzeugter Solarstrom befreie die Bürger aus der Abhängigkeit von großen Konzernen und Preisdiktaten und mache sie zu motivierten Mitstreitern der Energiewende.

Meurer: „Die Solarenergie würde dabei welchen Anteil einnehmen?“ Körnig: „Eine tragende Säule, derzeit sind es knapp drei Prozent. Wir erwarten, dass wir bis zum Jahre 2020 gut zehn Prozent am deutschen Strommix beitragen werden. Also fast jedes Jahr wird uns ein Prozentpunkt dazukommen.“ Interview in Informationen am Morgen

„Wenn man A wie Atomausstieg sagt, muss man auch B wie Beschleunigung zum Ausbau sagen.“

„Ein weiterer Ausbau ist für Körnig «technisch wie finanziell machbar und sinnvoll». Der Vorteil von Photovoltaik sei, dass sie kaum neue Stromtrassen brauche. (…) Für den weiteren Ausbau der Solarenergie bedürfe es aber verlässlicher politischer Rahmenbedingungen.

„Wir glauben das ist der einzige Weg, den wir gehen müssen. Denn wir brauchen Akzeptanz von Politik und Gesellschaft“ (Günther Cramer, Präsident des BSW-Solar)

Beispiele

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BSW – Media Monitoring 6.945 Publications (Previous year: 2.847)

Quelle: Landau Media

Total of reports 2009 / 2010

0 20 40 60 80

100 120 140 160 180

Q1 Q2 Q3 Q4

Agenturmeldungen

0

5

10

15

20

25

30

Q1 Q2 Q3 Q4

TV-Berichte Radio-Berichte

0

20

40

60

80

100

120

140

160

Q1 Q2 Q3 Q4

0

500

1.000

1.500

2.000

2.500

3.000

3.500

Q1 Q2 Q3 Q4

2010

2009

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Examples for media work in Germany

FAZ, 5. 6.10

FR, 15. 7.10

HB, 10. 6.10

ARD/ZDF, 9. 6.10

Berliner Morgenpost 20.10.10

Leipziger Volkszeitung, 16.10.10

9.6.2011 StuttgarterZeitung

5.10.2011 dpad Ratgeber Wirtschaft

Examples for BSW-Solar-Media presence – print / online

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Print- und Onlineveröffentlichungen kumuliert Quellen: Presse-Monitor/Genios/Google News

1.522

1.227

0

200

400

600

800

1.000

1.200

1.400

1.600 Online

Print

19.10.2011 Berliner Morgenpost

31.5.2011 LUX-Magazin

22.8.2011 dpa Basisdienst

13.10.2011 Deutsches Handweksblatt

Examples for BSW-Solar-Media presence via TV and Radio

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Anzahl Berichte kumuliert; Quelle: Landau Media

180

50

0

20

40

60

80

100

120

140

160

180

200

Hörfunk

Fernsehen

Example 2: Marketing campaign - Week of the Sun

Aim: Raise awareness for solar energy in Germany

• Inform people about the use of solar energy

• catch attention with a variety of events in one week

Means: Support and activate local players

• Involving key multipliers (regionally and nationally)

• Providing professional information and promotional materials

• dissemination via www.woche-of-sonne.de

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Involvement of a broad network of local actors

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European Solar Days (ESD)

Week of the sun is part of the European Solar Days 01.-15.05.2011

ESD is growing steadily:

• 2008: 2 days in 9 countries • 2009: one week in 14 countries • 2010: one week in 17 countries • 2011: two weeks in 18 countries

Strong growth of events to round about 8000 activities (2011)

• 5.600 activities at the German „Woche der Sonne“

• 2000 events at „journées européennes du solaire“ in France

• Nearly 200 „eventi“ in Italy, 440 in Austria…

Impressions of the „Week of the Sun“

Support of local inititives and actors

Everyone willing to inform about solar energy

use can participate

• Free registration via the web site www.woche-der-sonne.de

• Information on the event in the online calendar of activities with

possebilities for regional search

• Service information available in the extra net for registered users

• Materials (newspapers, info papers, baloons, T-Shirts, soccer balls

etc. can be ordered online (partly free of charge)

• Execution of events – e.G., Bike tour to solar sites, solar party,

information day, Day of open door, handicraft, …

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Week of the Sun – in numbers

2007: 28. April - 6. May

- more than 200.000 visitors | around 1.600 events

- more than 900 print media publications

2008: 16.- 25. May

- around 300.000 visitors| around 2.500 events

- more than 1.000 print media publications in regional + national newspapers

2009: 9.- 17. May

- rund 400.000 visitors | around 5.000 events

- more than 900 print media publications

2010: 1.- 9. May

- Honoration with the Price „Ort im Land der Ideen 2010“ (Land of ideas)

- around 300.000 visitors | rund 3.100 events

2011: 6.-15.May

- Record: 5.600 events | In Germany 400.000 visitors

- Public event in Berlin with high media resonance around 1.100 media

announcements for the WdS

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3. Formulation of standards and industry frameworks

Main Instruments

• BSW-Solar staff with certain expertise

• Work groups and tasks force of member companies

• Joint work groups with other industry associations / public norming

institutions (e.g. firefighters, Institute for Building Codes, etc.)

• Co operation on international levels – EPIA, ESTIF, NNPVA, SEIA

other PV/ST-Associations to influence EU or ISO regulations

• Joint Projects with other national or international industry

associations or consulting institutions, e.g. „PV Legal“

• External experts that conduct studies

Aims of these activities: Create a framework which enables smooth,

unhindered market growth / technical development and partly

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Work groups are the main tool to

• Inform member companies on ongoing activities on an in depth

basis

• Enable companies to exchange knowledge and to contribute to

finding positions / defining standards, norms, etc.

• Work on questions requiring detailed knowledge and long term

comitment

• Provide the association staff members with valuable knowledge on

the industry and current development in the market

Work groups exist for (PV): Public Affairs, Grid integration, Ground

mounted power plants, Exports and market intelligence, Rural

electrification, Building codes & standards and certificates – within

these work groups there are several task forces of limited duration

A similar structure exists for solar thermal as well © BSW-Solar

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4. Industry information and (non-) member services

Information for external audience

• Statistics on the industry on the industry

• Regular press information / presse releases on

industry developments

• End user focused web sites

• Publications

• Etc.

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Information provision for members

- Up-to date market information and statistics on solar markets / industry

- Workshops & conference, training organization and member discounts

- Studies on technical and economic matters

- Publications important (legal) documents

Standardization activities / Insurance of quality of the industry

e.g. PV installation certificate (PV-Anlagenpass) together with

ZVEH (Electricians Association)

Member services

Provision of marketing and customer relation tools

• Web based tools with direct web links to installers - requests are

being send to regional installers

• Organizing marketing campaigns (esp. Week of the Sun)

• Cooperation with Intersolar Trade Fair to improve public awareness

on industry

• Organization of conferences, work shops and work groups,

trainings on relevant topics

• Provision of information materials for the end consumer

• Publications, market intelligence, statics, etc.

Members usually get discounts on all the events of BSW-Solar or

where BSW-Solar is partnering

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29 Projects 2008 – 2011 (selection)

PV LEGAL

Aim: Analysis and reduction of legal-administrative barriers for PV system installations in Europe; campaigning for reduction of administrative barriers with close industry involvement – BSW-Solar is project coordinator collaborating with 14 European partner organizations (12 national PV associations) – IEE project

Cost-Effective

Aim: Significantly increasing the use of renewable energy in the building sector, developing concepts for solar deployment in large buildings. BSW-Solar is partner – FP7 project

TechnoSol

Aim: Development of a research strategy for Solar Thermal with close industry / research institute involvement to increase public funding for R&D in solar thermal – BMU-project

Success stories

• Enabling framework strong market growth by taking influence on the

Renewable energy sources acts and amendments in 2004/ 2008/ 2010/

2011

• More than 2.5 Million Solar consultations (web based) for potential investors

• Enabling of more than 150.000 contacts to customers

• Around 9000 different press citations in 2010 alone (2011 data not yet

available)

• Focused PR-Campaigns 2010 und 2011 with wide spread reach

• Influence on the creation of the innovation alliance PV for R&D

• Development of a long term strategy (2020) - „Wegweiser Solarwirtschaft –

PV-Roadmap 2020“ (Berger/Prognos 2010)

– Setting goals for electricity system transformation – Setting goals and describe means to integrate vast amounts of solar PV

– electricity into the grid

– Setting industry goals and creating a credible base for discussion with Ministries and other renewable energy associations

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Conclusions

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• BSW-Solar is a part of a national and European network of Renewable Energy / Solar Associations! It enables the solar players to speak with one voice according to an overall strategy!

• BSW-Solar is a reliable partner for Politics as well as Public and Private Institutions for the promotion of solar energy!

• Over the years BSW-Solar has developped a wide range of information services and offers to external and internal audience!

•A solar association can be the focal point for all issues relating to the promotion and use of solar energy!

• BSW-Solar is willing to share it‘s experience and to cooperate with Associations world wide to support and to develop efficient solar policies and campaigns!

Energy

THANK YOU FOR YOUR KIND ATTENTION

Contact Jan Knaack Project Manager BSW-Solar knaack@bsw-solar.de + 49 30 29 7778837