Sharp Energy Solution Europe: entering 2012 with optimism

Hamburg, 06.01.2012

• Downloads

The solar industry has just come through an unsettled period: after a record year in 2010, market conditions in 2011 were more difficult, with surplus supply, increased pressure on prices and instability in feed‑in tariffs. However, as the shift in energy policy away from nuclear and fossil fuels is increasingly implemented in Germany and other parts of the world, Sharp is stepping into 2012 with optimism.

In anticipation of an increasingly competition-driven market, solar energy companies will have to refashion their strategies and carefully weigh up their financial risk if they are to achieve effective added value. 2012 will be the year of decision and will reveal which companies can sustain a long-term presence on the market. “Crises always also create possibilities and opportunities. The key is to recognize them and turn them to your advantage,” observes Peter Thiele, Executive Vice President at Sharp Energy Solution Europe, in describing the latest developments in the sector. “Our motto for the future is: plan for the long term and make sure you are strategically well positioned. That is exactly what is demanded by the current market dynamics,” continues Thiele.

According to the current sustainability study of the solar industry by Bank Sarasin[1], the future of the solar industry belongs in particular to companies that are both broadly positioned internationally and vertically integrated. Sharp unequivocally fits the bill: with its production sites in Asia, the USA and Europe and in-house production ranging from solar cells all the way up to module solutions, the company has a good chance of emerging stronger from the current phase of market consolidation. Sharp is therefore continuing to apply a four-point strategy that combines the expansion of production and penetration of new markets with increased market proximity, further development of sales models and value-added chains and the strengthening of brand awareness, in order to confirm the company’s position as “Solar Service Provider”.

New markets, new potential

By opening up new markets and implementing innovative projects and co-operation agreements worldwide, Sharp is maintaining its competitive position as an effective force on the market. These projects include, for example, the world’s first gigawatt solar factory, in Sakai, Japan. With this plant, Sharp has the most modern cell and module production facility in the world and can therefore further increase its efficiency and achieve cost reductions. “We operate on the principle of ‘local production for local consumption’ and have doubled the capacity of our European solar module factory in Wrexham in Wales to a present value of 500 megawatts.” explains Thiele.

Sharp has teamed up with Italian energy giant ENEL and STMicroelectronics to found the joint venture 3Sun. The result of this co-operation is Italy’s biggest solar factory (in Catania, Sicily), with a target capacity of 480MW, serving not only the European Mediterranean area but also the Middle East and Africa (EMEA). Sharp also plans to establish itself as an independent power producer, distributing self‑generated electric power directly to customers.

On the basis of this “think global, act local” strategy, the negative effects of currency fluctuations are minimised, and transport distances and costs are reduced. Other competitive advantages include access to international markets and the expansion of “downstream business”, in other words services provided after the energy production stage.

“To lend further support to this new strategic orientation, we have established a specific ‘Sharp Energy Solution Europe’ division, which manages our European solar business centrally from Hamburg. We are constantly upgrading this flexible marketing structure with additional services and locally adapted sales offers. One example is our Web Shop, selling our PV kits in Europe and providing local installers with complete, all-inclusive solar power solutions that help them save both time and money,” continues Thiele. “As a result, our brand inspires a sense of confidence, safety and benchmark guidance in the minds of partners, installers and end users.”

Solar power is becoming competitive 

One major new advantage for companies here in Germany is that cost reductions mean that solar energy will soon be attaining grid parity, making self-produced solar electricity a much more attractive prospect than power from the mains. Measured over the last ten years, solar energy even has the steepest cost reduction rate of all renewable energies. The price level is becoming more appealing and, above all, more competitive.  

Producing – and storing – your own electricity

The common reproach against renewable energies that they are only available under specific conditions is no longer true.  Storage solutions providing energy security for the future are playing an increasingly important role in the solar industry. For example, the excess current produced by the solar generator during the day can be stored and made available at a later time. Already at the start of the year, Sharp has presented the “Intelligent Power Conditioner”, which enables direct and efficient combination of local electricity production from solar energy with power from the grid.

At PV SEC in September 2011, Sharp unveiled a storage solution from Dispatch Energy. This complete battery-operated system permits the intermediate storage and in-house use of solar electricity produced by decentralised units. Its range of different capacity classes makes it an ideal energy storage facility and the perfect complement to the in-house photovoltaic system.

“2012 will be an exciting year for new technologies in the segment of storage solutions, and we are looking forward to further progress in supplying end users with electric power even more rapidly and simply, and independently of the big suppliers,” says Peter Thiele.

Cause for celebration

“We would like our commitment as UEFA EUROTOP partner to serve as an active platform for increasing public awareness and recognition of the Sharp brand.  Various activities linked to the European Football Championship in Poland and Ukraine, in particular the Sharp FanLabs, are intended to support this aim,” adds Thiele. As part of its sponsorship work, Sharp has initiated this fan research project, sending out a travelling fan laboratory on the roads to find out more about European fan culture. With the aid of biometric data and surveys, Sharp is studying how passionate Europeans are about football and how far they will go for the success of their team (www.sharpfanlabs.com).

Another highlight for the coming year is that Sharp will be celebrating its 100 years of existence – an anniversary that calls for a fitting celebration. True to the company’s motto “Inventor for Society”, Sharp will be providing creative services and innovative ideas in reviewing its 100 years of success with customers, partners and employees. 

_________________________________________
[1] Sustainability Study of the Solar Industry by Bank Sarasin, extract: http://www.sarasin.de/internet/iede/index_iede/about_us_news_iede?reference=132335&checkSum=7B7A26E8159E6446C9EEBB881A2A5BB5 (last accessed: 03.01.2012)

attachment	Formato	Size	Fecha
Press release: Sharp Energy Solution Europe: entering 2012 with optimism	PDF	151.46 KB	06.01.2012