Satellite-enabled "Dell of solar cells" launches today

Californian solar installer Sungevity will today officially launch its plan to become the Dell of solar cells. The company, started by the former head of Greenpeace's California Clean Energy campaign, is automating the sales process for residential solar installation in a bid to push up volumes and accelerate adoption of the technology.

The company, which has been trialing its service for two months, uses a web-based system that finds residences on a satellite map and uses a geometric algorithm to calculate the aspect of the roof and the available surface area.

"We engineer the systems online using satellite imagery," said founder and president Danny Kelly. "That gives us oblique images, which are necessary for an accurate engineering of the roof space."

The company, which is using Microsoft's Virtual Earth web service for its satellite imagery, also accesses online information on location-specific issues such as planning permission requirements. Kelly said the approach eliminates pre-sales consultation visits, only one in 10 of which ever converts to a sale.

He admitted that issues such as tree coverage of residences make the system an "80-20 technology", adding that as a result some sites still require a site visit. However, he insisted that the Web 2.0 technologies and automated sales process result in a 10 per cent cost reduction overall for customers.

"We are trying to crack the mass market with this product," he said, adding that the company will target the suburban market with standardised solar kits. "The price point is there, from $7,500 (£3,780) up to $38,500 for the biggest system we sell. In middle America, in the suburbs, you find they are generally more standard buildings. Throughout California and the south west that building stock is largely sitting unshaded out in the sun, waiting for this application. "

Sungevity will initially only operate in California, and is focusing purely on residential sales. The company's startup status limits its coverage, and California's financial benefits for solar installations make the state the perfect startup point, said Kelly. However, he added that the company would look to expand geographically over time and has not ruled out targeting businesses with the same service.