A deck I presented at Intersolar North America in July 2009. The intent was to demonstrate my thoughts on BIPV definitions, product categories, and important market trends. I hope to be posting a cleaner version in the future.

1. BIPV: Marketing Tool
or Market Reality
Presentation for Intersolar US
July 14, 2009
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2. Forward–looking statements
In addition to historical information, this presentation contains forward–looking
statements that are based on assumptions made by management regarding
future circumstances over which the company may have little or no control and
involve risks, uncertainties and other factors that may cause actual results to be
materially different from any future results expressed or implied by such
forward–looking statements. These factors include, among others, the following:
general economic and business conditions; the company’s cost of operations; the
success of cost containment initiatives, including costs arising from changes in
regulations; availability and cost of capital; the success of growth initiatives; the
effect of regulation on consolidation of the industry; and the ability to generate
earnings from capital investment.
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3. Introduction
This presentation is based on a simple progression
1. What are BIPV products?
2. Why BIPV?
3. How does Ascent Solar fit in the BIPV space?
This discussion will also touch upon the following
• The BIPV value proposition and challenge of the solar “brand”
• Limitations of different PV technologies and product implications
• Briefly explore relevant markets and support systems
• Challenges to traditional solar business models
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4. BIPV Products:
What is BIPV?
Building Integrated Photovoltaics (BIPV) are particular application and sub-segment within
the grid-connected market
More specifically, BIPV implies dual
functionality
In addition to generating electricity a BIPV
system also provides:
• Shading
• Glazing (window)
• Weatherization (roof)
Electricity Electricity & Shade • Cladding (walls
This presentation will focus on BIPV products No
• That class of products purposefully design
for particular building applications
• Not commodity modules (framed or
unframed) Yes
Pictures courtesy of NREL
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5. BIPV Products:
Product Categorization
Building Retro-Fit: The large majority (>90%) of solar PV
Increasingly Integrated
installations are on existing structures using various
attachment technologies. Can be removed or replaced
Building Applied Photovoltaics (BAPV): Product applied or
attached to building. Removal may be difficult, but would
not impact building integrity
Building Integrated Photovoltaics (BIPV): Product operates
as an energy generating device and building element.
Removal would compromise building integrity
Shades of Grey: classification is more of a sliding scale than distinct categories
Perceived Value: I am not implying one is better than the other. The choice of which
solution is influenced by many factors: aesthetics, economics, feasibility, etc.
Pictures courtesy of NREL
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6. BIPV Products:
Façade and Related BIPV Products
Facades: Products for the non-roof building envelope such as glazing or cladding
• Opaque: Typically unframed laminates with glass encapsulation
• Semi-Transparent: Glass module cells spacing (CZ) or etching (TF) to allow
transmittance
• Transparent: Uniformly translucent glass modules (a-Si)
Shading: Products which extend out from the building envelope such as louvers,
carports, awnings, or canopies
Opaque Facade Semi-Transparent Transparent Shading
Pictures courtesy of NREL
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7. BIPV Products:
Roof Element Products
Residential Pitched Roof Products
• Tile: Cells integrated into tile or shingle products for pitched roofs
• Slate: Modules integrated as the weather surface in pitched roofs
Low Slope Commercial Roof Products
• Metal: Cells or Modules integrated into low slope metal roofs, such as standing seam
(but not building applied)
• Membrane: Cells or Modules integrated with TPO, EPDM, PVC, or other low slope
roof membranes
• Asphaltic: Bitumen, Mod-Bit or other asphaltic low slope roofs. Does not include
product such as composite shingle for pitched roofs.
Tile Slate Metal Membrane Asphaltic
Pictures courtesy of NREL
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8. BIPV Products:
Survey of Product Marketplace
My Product Survey Distribution by Product Category
• 140 products
• 99 companies Other, 2
Building
Applied, 21
Photon Survey1 Facades -
• 115 products Shading, 44
Fastening
• 43 companies Systems 2, 15
Facades, Shading Device, and
Residential Roof System are the Commercial
greatest number of products Roof, 18
Residential
The majority of BIPV MWp installed Roof, 40
Are building applied or integrated
Products for Commercial Roof systems
1- As defined by the manufacturer, so many are simply unframed modules and/or laminates
2- Fastening Systems are Integrated installation systems that can incorporate a variety of module products
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9. Why BIPV?
Strong Demand
Few of the independent industry analysts are tracking BIPV, but there are some
reports which cite strong demand and growth potential in this market sub-segment
“In 2007 the PV market raked in approximately €6.24 billion, with a growth rate of
46%. As a part of that growing market, in 2007 BIPV brought in €149 million with a
market growth rate of 33%.”
~ Frost & Sullivan; Press release for BIPV market report; July 7, 2009
“NanoMarkets expects this type of integration, called building integrated PV (BIPV), to
grow substantially, from $528.5 million in 2008 to about $8.2 billion by 2015. “
~ NanoMarkets; Press release for BIPV report published July 17, 2008
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10. Why BIPV?
Strong Demand Incentives
Higher incentives for BIPV in some countries BIPV Tariffs in France and Italy
0.70
Both France and Italy have aggressive tariffs
for architecturally integrated systems 0.60
• France: a premium of €0.28-cents/kWh 0.50
Non-
• Italy: depending upon system size systems 2009 Tariff 0.40 Integrated
receive between €8.8-cents and €7.8-cents (!/kWh)
Partially
more per kWh. 0.30 Integrated
Fully
0.20 Integrated
China has proposed a specific BIPV tariff 0.10
• Uncertain, but $2.90/Wp is expected for BIPV 0.00
France Italy
Various other programs in Malaysia and the
United States
1- French BIPV tariff is defined as a Bonus that is applied in addition to the base rate
2- Italy has three tiers depending upon system size. Presented is data for the middle tier from 3-kWp to 20-kWp
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11. (Aside)
Definition of BIPV in Key Markets
France1
Besides power generation, photovoltaic equipment must perform a technical function or
architectural key to the act of construction. Equipment producing photovoltaic electricity at least
one of these functions in part to construction, to:
• The mechanical
• Protection and thermal regulation
• Physical protection of property or persons
• Search for a particular architectural aesthetics
Italy2
Replacement of roof materials, roofing, facades of buildings, and buildings with photovoltaic
modules of the same inclination and architectural features of the surface coated. This includes:
• Shelters or sheds in which the exterior structure consists of photovoltaic modules
• Portions of the building exterior where the PV modules replace the transparent or semitransparent
material and enable the natural illumination of the interior
• noise barriers where the sound-absorbing panels are replaced with photovoltaic modules
• (and other application definitions)
1 -Specifications techniques relatives a la protection des personnes et des biens dans les installations
photovoltaiques raccordees au reseau; ADEME; December 2008
2- Decreto 19 Febbraio, 2007 – only 3 of the specific types of installations listed in Annex 3
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12. Why BIPV?
Optimal Solar Design
Initial Concept: Ideal Concept: Design decision:
- Unstable Installation - Stable Installation
Integrating PV into building
- Poor Orientation - Optimal Orientation for multiple use purposes
- Dual Purpose
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13. Why BIPV?
Significant Cost Reduction
Traditional PV Installation require significant BOS, at significant cost
• Land needs to be purchased • Connections to the existing utility are
• Permits needs to be pulled needed
• Land needs clearing • Transformers and switching gear are
• Mounting structures need to be erected needed
• Electrical lines need to be strung in • A fence is needed
conduit • Holes needs to be dug
• Concrete needs to be poured
Photovoltaics aren’t even mentioned yet!
Pictures courtesy of NREL
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14. Why BIPV?
Makes Economic Sense
With a building you have already:
• Purchased the land
• Paid for permits
• Have electrical equipment
• Don’t need a fence around equipment
With BIPV you have:
• Improved aesthetic value proposition
With onsite power
generation (net metering),
you obtain the retail value of
the electricity!
Pictures courtesy of NREL
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15. Why Ascent Solar?
Many of the existing solar roofing products have significant commercial drawbacks
Crystalline products Thin Film products
• add significant weight to roof • Same concerns as crystalline if
• change the aesthetic of the building modules are encapsulated in glass
• put glass on the roof (fragile) • Lower efficiency (typically <6%)
A flexible, glass free, higher efficiency solution is required
Pictures courtesy of NREL
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16. Why Ascent Solar?
Ascent offers a variety of enabling solutions for the BIPV market
Lightweight, Flexible, High-Performance
and Glass free CIGS Modules… …available in a variety of form factors
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17. Why Ascent Solar?
Ascent Solar intends to be the supplier of
choice for high-performance, flexible PV
modules that can be integrated into a
variety of products EIPV Products
Strategic
Partners BIPV Products
Military/Other
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18. Solar Industry Transition:
Rise of the Roofing Industry
Outside of Uni-Solar OEMs the major building material manufacturers/suppliers have made
only limited forays into solar, and primarily only in Europe
• Kwaneer (Alcoa), Imerys, Schuco, ThyssenKrupp*, LaFarge Baas*
The roofing industry has developed significant interest in solar
• Competitive positioning with a unique product spec
• The roof is their real estate (control through product warranty)
• Existing customer base and distribution network
• Contractors feel like they are leaving money on the table
– Roofers are a less expensive labor pool than electricians
The entry of building material suppliers into the solar market could have
significant implications for the existing solar distribution/installation channels
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19. Branding BIPV Products
The “Blue Square” has become the solar industry brand
This brand has developed a particular value proposition
• (positive) energy independence, sustainability, job creation,
climate awareness
• (negative) roof penetrations, roof load, a particular
aesthetic, expense
The challenge for BIPV product manufacturers/suppliers is how to best leverage the
positive attributes while avoiding the pitfalls of this brand
The solar industry needs to think “outside the square”
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20. Thank You!
Joe McCabe Daniel Tomlinson
Ascent Solar Ascent Solar
VP of Business Development Senior Associate of Business Development
Office: +1 (720) 872-5104 Office: +1 (720) 872-5192
Email: jmccabe@ascentsolar.com Email: dtomlinson@ascentsolar.com
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