I saw an article recently on what GigaOm has called the “Googlization of solar,” the trend towards software, big data, and wireless networks combining to remake the modern energy infrastructure. While the article focuses adroitly on the different types of IT that may enable better/more efficient solar power (e.g. algorithms that control mirror position; smarter distribution and transmission systems that make sure power grids can handle an influx of variable clean power; and software that creates the ecosystem around the solar buyer and the installer), I believe that it is in fact missing a critical component – the customer.
As we have oft discussed in this blog, without engagement of the end customer (residential or commercial), large scale deployments and – we’d argue – accrual of benefits simply won’t occur unless people care. And, in most markets around the world, people care most when they have a chance to better themselves in a financial measure.
Thus, while the term “Googlization of Solar” is catchy, wouldn’t we best return back to the future and find an Ebay of Clean Tech, instead? Let’s let Googlization help the production and transmission side of things, but let’s not forget the user side of the equation. End cusomter could use Google to search for ways to save power, water, or almost any other scarce resource but – without a transactive capability to do something with savings – many people may simply not be motivated to do so.
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