Hydrogen Marketing
Based on the material listed in the previous chapter, motor fuel market is the primary target for marketing Hydrogen. Despite the amateur technology and low demand, today there are several dozen Hydrogen fuel stations already operating worldwide1.
For the purpose of this review, we will try to outline the main target groups of potentially interested parties. However, the more detailed marketing and finance plan shall be developed to become a basis for the product distribution and retail strategy.
The target group for Hydrogen production technology marketing may be broken down into the following categories:
Energy Companies: These companies realize that oil reserves are depleting and therefore are in permanent search for hydrocarbons replacement. They possess the necessary resources and technology for Hydrogen production and marketing. Besides, these companies’ current profile mentality makes it easier to position them as providers of a new source of energy. Shell is leading the pack being the most active in terms of Hydrogen technologies development. BP and to less extent ChevronTexaco form the second tier.
Federal and State Governments and Agencies: Being designed and positioned to provide their countries’ energy security, these agencies may become the ideal source of funding for fundamental research. US Department of Energy is the most advanced in terms of promoting the idea of Hydrogen Economy. Japanese and German government agencies are also very active in this field.
Industry Associations: Potential Hydrogen end users form task forces and associations trying to find the solution to the issues preventing Hydrogen economy development. For instance, a dozen of major car manufacturers including DaimlerChrysler, Mitsubishi, Toyota, GM, Honda have recently formed the “industry club” for developing commercially viable Hydrogen storage and utilization technologies. At present, these associations’ efforts mainly concentrate on the fuel cell technologies development.
1 http://www.fuelcells.org/info/charts/h2fuelingstations.pdf