Elon Musk has announced that Tesla’s Powerwall, the company’s residential energy storage product, is already oversubscribed—38,000 residential systems have been reserved. The company’s PowerPack offering has an even more impressive backlog: 2500 reservations averaging an estimated 10 Powerpacks at 100 kWh, representing 7.1% of the Gigafactory’s planned capacity. Executing these orders will carry the company into 2016. In total, the reservations amount to between 2.9 GWh and 3.6 GWh. While this is an impressive feat, Tesla’s contribution to the market will not be based on technology—at least not at the battery cell level. Although the company’s battery pack offers benefits that integrators may not receive from products from LG Chem, NEC, Saft, or Samsung SDI, Tesla’s effect on the market is likely to reach far beyond hardware deployments.
Specifically, that influence will come in building economies of scale, popularizing the home storage concept with the general public, and, ultimately, developing viable financing schemes. Tesla’s move will also certainly spawn imitators in the residential space, encouraging competition and differentiation in the marketplace. Tesla can bring its sales and installation machine to bear in a portion of the market plagued by fuzzy margins, fickle business cases, and inconsistent interconnection fees. In a similar fashion, SolarCity and its peers can change the residential PV market simply by deciding to establish a market offer in a particular territory.
The Full Ecosystem
The broader play for Tesla is not to sell battery hardware into the residential market. Rather, Tesla has an opportunity to use the Powerwall as an anchor for a Tesla home energy ecosystem. The company is transforming itself into an energy provider, but not in the traditional sense. Interested in reducing your energy bills? Join the Tesla family. Purchase a vehicle, solar PV, electric vehicle charging, battery storage, and perhaps even energy-related services. Customers are buying into a platform, the same way that Mac users bought into the Apple ecosystem.
In 3 to 5 years, once market penetration nears saturation in early-adopter markets, Tesla could parlay these assets into a virtual power plant (VPP), bidding into deregulated markets or even selling directly to vertically integrated utilities. In order to expand its VPP market share, Tesla may decide to license the software and controls—the brains of the system—to other firms so that even competitors’ units can opt into a VPP in the future.
What does this mean? It signals that Tesla Energy is the newest player in the Energy Cloud.