Solar Electricity Is Coming To Save Our Planet
Author: ©Michail Kozlov

As increasing number of people are beginning to realize that the prices for oil are moving northwards by the day since the levels are depleting all around the world, they are beginning to develop an understanding that renewable energy which forms the basis of solar energy and energy generated by the wind and waves is the answer to this problem. When we gain better understanding of how simple aspects like daylight can be put to use to generate energy, choosing to opt for renewable energy over the non-renewable sources proves to be attractive. The primary focus of discussion here, the solar panels, and use photovoltaic cells to absorb the energy from the rays of the Sun. Electric energy is produced by these cells using the energy from sunlight which we can then use to run the heating and electrical appliances in our households. Unlike most other options, the photovoltaic cells can do their work even when the sky is cloudy since it is not mandatory to have sunlight. This renewable source of solar energy is environment friendly and does not pollute the environment by releasing carbon dioxide which is harmful to us. Annually we can save up to 1200 kg of carbon dioxide by using the photovoltaic system at home. An increasing number of homes are opting for these energy systems.

The actual product PV cells are panels that can be installed on the walls or roof. Every cell is made from few layers of semiconducting material like silicon. When the cell catches the light it produces an electric field across the layers. PV cells come in a different shapes and colors, from grey roof tiles, to transparent cells that can be used on glass and conservatories. The power of a PV panels is measured in kilowatt peak (kWp) ? the cell generates this amount of energy in full sunlight. If more electricity than needed is produced by the system, it can be sold back to the Grid, and if the home isn't connected to the national grid excess electricity can be stored in special batteries to use when needed.

Solar photovoltaic systems are now widespread across European countries, especially Germany and Austria, where they have been in use since the 1970s. Despite numerous benefits, solar energy has been used considerably less in the United Kingdom than elsewhere in Europe. However, easier planning regulations and introduction of government funded subsidy in early 2010 has resulted in a greatly increasing demand for this technology. As the UK market grows and matures, companies and stakeholders need to understand how to connect with a growing consumer base.

I find myself explaining the concept of solar energy to anyone who has a question since I come from the same industry. And none of them are bothered about the brand name until it is a person from within the industry. This portrays the marketing and professional branding concerns within the industry. While most people are still unaware of the concept of photovoltaic cells, it is the competition to increase the customer base that is bringing this concept under the spotlight. Marketing, which was the most ignored by the manufacturers of PV cells, has now seen a positive change thanks to the financial crisis we are facing. Their focus until now was to enhance the technology behind solar cells and their production capacity while keeping costs low. These days, there has been an effort to show their presence in the market rather than just improvising the technological aspects. A consultant conducting research on branding products of renewable energy, Christian Munch, says "increased demand to increased supply has been a long time coming". He criticizes the fact that companies neither marketed themselves nor communicated with consumers till now though there was scope for the same.

The absence of powerful marketing strategies has resulted in the failure of the companies to understand who their customers are since they range from wholesalers to contractors to commercial investors and private customers. According to branding experts, the best solution right now is to introduce service collaborations and discount, in addition to online IT service for contractors and free training as a part of better marketing. It is a known fact that the contractors and the craftsmen have the potential to promote on-going communication with the client since it is they who have the direct link to people interested in buying photovoltaic arrays. It is the quality of the photovoltaic cells that matters as compared to the status and potential. The consumers will surely consider the company to surpassed quality levels is they can get somebody to go over to their house and assess their roof and give them and estimate and the person who can do this is the contractor.

For professionally orientated constructers this could introduce new and different opportunities. Solar panel companies recognize future prospects here for newly arrived skilled constructers from Eastern Europe. Joining installer companies or collaborating with installers is a prospect professionally trained construction workers from Eastern Europe might want to consider if not immediately, then in a near future, as the need for qualified installers increases. The important advantage here is that, for instance, installing solar electric roof tiles is hardly more difficult than laying an ordinary roof tile. It means that no special training is needed for roofers and they can work alongside accredited installers. Also, there are two-day courses offered to fully trained heating and plumbing engineers that would allow them to upgrade their skills and qualify as certified installers. While the course aims to cover issues from assessing building suitability to commissioning and maintenance, somebody who has experience in gas installing already has a great knowledge of heating systems, hence it is a question of up skilling rather than training in a completely different sphere. Lastly, but not least importantly, being a contactor AND a strong marketing communications link provides an opportunity to make a difference by advising those interested in energy solutions, as well as allowing customers to feel that they are doing something very positive.