David Fessler is an Advisory Panelist for Investment U and The Oxford Club, one of the world’s most exclusive and prestigious networks of private investors. He’s one of the leading experts on innovation, manufacturing and technology – with a particular emphasis on newly emerging technologies.

David contributed an article to Money Morning, a Global Investment News Source, titled “The Real Story Behind Solar Energy in 2010.” Excerpts are below.

It only takes one word to sum up the one real force that is driving the solar industry, both now and in the future: Innovation. It’s something that the United States has always prided itself on and that hasn’t changed.

Here’s the deal: One year from now, when many solar analysts are stuffed full of crow, the solar industry will still be introducing new products. And many solar companies will be well on their way to continued profitability in this promising sector of the alternative energy space.

At the Solar Power International 2009 show in Anaheim, Calif. back in October, solar-energy company executives offered their opinions on the state of the industry, and how they view the next few years. It’s well worth listening to these insiders, since they know more about the inner workings of the solar energy business than the analysts.

• Ron Kenedi, vice president of the Solar Energy Solutions Group at Sharp Corp. (OTC ADR: SHCAY), is very positive about 2010: “We’re seeing growth in all segments of solar, starting in the last few months,” he said. “We’ve seen growth in the residential sector and new ways for projects to be financed. Utility-scale projects are starting and even mainstream solar is starting. All segments of the solar industry are getting stronger.”
• Zhengong Shi, chairman and chief executive officer of Suntech Power Holdings Co. Ltd. (NYSE ADR: STP), is so bullish about the prospects for solar in the United States that his firm is building a new manufacturing plant here. “Last year, the Spanish market was almost half of the global market. Apart from the Spanish market, all other markets grew at 50% to 100%. That’s a positive sign,” he said. “We’re excited about the U.S. market because the new administration is positive and supports rules for renewable and solar and there is increased awareness in the general public. We see our market share continuing to gain in the U.S.”
• But Jerry Wolfe, CEO of privately held groSolar, really articulated the crux of what’s holding back solar from truly going mainstream. And it’s not necessarily about more technological advances: “The technology is in place and improving every year,” he said. “We’re finding that residential and commercial buildings are less expensive (with solar panels) than (if powered only by) a utility. People don’t understand that. Our biggest problem is that solar requires a cultural change and acceptance. That’s our biggest hurdle.”

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