Bringing fuel cell technology to market ? Bridging the gap from technical success in the laboratory to product success in the marketplace

Successful technology commercialization occurs when a company is focused on creating shareholder value by providing a reliable product at a price point attractive to the market, while at the same time maintaining strict control of its internal cash burn rates. Developing a technology platform and a market platform are equally important in the commercialization of new technologies such as fuel cells. This paper will discuss some of the key barriers that may prevent successful market entry for emerging and disruptive technologies, such as: R&D priorities, supply chain / manufacturing issues, materials, cost reduction strategies, customer needs, developing a market pull strategy, institutional barriers such as existing regulatory/approvals processes and/or current design/purchasing practices, product reliability and resilience, and finding the right path to market. SDTC is an arms length foundation that aims to financially support the successful market entry of emerging and disruptive technologies that can provide significant environmental benefits to Canada. The fuel cell industry, which represents one such technology, is at a critical point in its evolution where market receptivity and the technology platform are converging to potentially create significant customer advantages for fuel cell products being developed today. Since its inception in 2001, SDTC has received over 850 business cases from which it has identified successful strategies to overcome the noted barriers to commercialization. While maintaining commercial confidentiality, the SDTC database will be mined to: Identify specific success stories that have overcome various barriers and discuss their strategy; Identify specific fuel cell related industry experiences that hinder successful market uptake. The general attributes and trends of successful technology developments identified in this paper will hopefully provide guidance to technology developers and prepare them to successfully tackle the next set of hurdles on the path to commercializing their technology, once they have proven their technology works in the laboratory.