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 Illustration of Strategic Alliances and relationship to Mass Production. To achieve early market entry, it is first necessary to make the consumer excited and eager to use the new services provided by the H2/FC technology. They must be motivated and be given certain incentives: personal advantages, product reliability and usefulness. Only when these factors are guaranteed, will the price, at least in the beginning, play a less important role. This means the more expensive the product/service is, the more chances the early adopters will buy this “luxury”. In addition, entrepreneurs involved in R&D, production & marketing of H2/FC services must also be motivated and stand firmly behind their vision. Commitment and belief in their technology will play a critical role in the early stages of fuel cell commercialisation. Strong efforts are needed in convincing the politicians, the media, and the involved companies that H2/FC is a viable solution for the growing energy demand. Raising energy security concerns and the impact of global pollution will additionally support the implementation. These general conditions will lead to worldwide mass-production and make H2/FC’s appearance in the marketplace, sooner rather than later. |
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