Bringing fuel cell technology to market : bridging the gap from technical success in the laboratory to product success in the marketplace

This paper presented the mandate, objectives and processes of Sustainable Development Technologies Canada (STDC), a foundation that provides support to emerging technology organizations aiming for successful market entry. A generalized overview of more than 900 applications made to STDC was presented with the intention of identifying trends and characteristics of successful proposals and companies. Guidance was provided to companies developing hydrogen technologies for the Hydrogen Economy. Key barriers that prevent successful market entry were discussed, as well as research priorities, supply/chain manufacturing issues and materials. Existing regulatory and approvals processes were reviewed. Current design and purchasing practices were discussed. Issues concerning product reliability and resilience were examined. It was suggested that the fuel cell industry 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. It was also suggested that 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. It was concluded that developing a technology platform and a market platform are equally important in the commercialization of new technologies such as fuel cells. However, Canadian companies face extreme difficulty in reaching the market. It was suggested that substantial and reliable funding is needed in order to develop sufficient critical mass of SD technology, developers, manufacturers and suppliers in this sector. 13 refs., 4 figs