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EXECUTIVE SUMMARY MARKET PARTICIPANTS TECHNOLOGY DEVELOPERS Technology developers have a high level of interest and confidence in GHP technology. They are actively working to build the value proposition and business case for manufacturers and investors to accelerate market entry. They are focused on securing funding, refining products and product prototypes, identifying opportunities to reduce product cost, understanding the market potential, and understanding contractor and consumer barriers to product adoption. Technology developers are challenged by policy cases for GHG reductions—as in, designing equipment to meet policy case directives slows time to market and introduces internal resource constraints. In addition, most technology developers lack access to gas HVAC and hot water penetration rates in the U.S. and Canada, and they lack access to research to help understand customer performance and price point acceptance. As a result, some developers are unclear on the ideal application, size category, and price point to best suit customers. Technology developers highlighted that LDCs, energy efficiency organizations and the industry can provide support to commercialize and drive acceptance of GHPs. Specific support requests included: Help building the value proposition, with market actors and commercializing partners Demonstration that natural gas LDCs are committed to GHP technology to help developers build the business case Investment in research and product development Support in the development of sound regulations and testing methodologies Participation in funding product reliability testing and demonstration projects Provision of market data, research and strategic marketing Definition of tangible, long-term incentive commitments Support for installer workforce development, training and education MANUFACTURERS Manufacturers are apprehensive about the market potential and lack the data to clearly define the opportunity. Similar to technology developers, manufacturers highlighted that they leverage a six- to-seven product stage gate process during product development, launch and refinement. These stages include, for example, discovery, scoping, building and developing the business case, testing and validation, launching the product and post-launch evaluation. Nearly every manufacturer interviewed indicated that a key barrier is getting past the business case and development stage. In absence of a strong business case (without incentives), manufacturers indicated that limited resources can be focused on GHP technologies, as immediate revenue opportunities take priority. Other barriers of note include lack of research regarding consumers, installer and dealers; material cost; and lack of performance specifications to meet the varying international and regional trends and requirements surrounding emissions limits (GHG, Oxides of Nitrogen (NOx), and building codes (ZNE)). Manufacturers, like technology developers, are interested in support and knowledge from LDCs, energy efficiency organizations and the natural gas industry. They specifically requested: Support developing the consumer value proposition and market for GHP products Assistance with field testing Guidance in understanding performance expectations Provision of supply chain and consumer research Multi-year commitments from LDC pilots and programs, including incentives, financing, and product leasing offers Help showcasing to consumers and policymakers the portfolio of solutions to reduce GHG emissions MARKET INFLUENCERS While demonstrating a great deal of interest and activity in GHPs, market influencer work is mostly siloed into specific focus areas including policy, advocacy, marketing, research and design, convening the industry, market transformation and emerging technologies. Presented by: Brio and GTI 9PDF Image | GAS HEAT PUMP TECHNOLOGY AND MARKET ROADMAP
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