NEWSSustainable Energy Technologies Ltd (STG:TSXV) - News Alert Sustainable Energy Appoints Solar Industry Veteran to Sales &
Marketing PostSustainable Energy Technologies Ltd (TSX VENTURE:STG)
("Sustainable Energy" or the "Company") has appointed Axel Hartung
as Chief Sales & Marketing Officer effective immediately.
In this role Axel will be responsible for leading Sustainable
Energy's sales strategies in North America and Europe.Axel is a seasoned marketing and sales professional with more
than 7 years experience in the solar industry first with German
industry giant Diehl AKO where he was Manager of Business
Development and latterly with Sustainable Energy, where he
was responsible for European sales and marketing.Commenting on his appointment Michael Carten CEO said: "Axel
is the perfect fit to lead our sales and marketing effort.
I know of no other person who has his experience with the
evolution of the solar inverter industry and the changing
dynamics of the competitive landscape. At Diehl, Axel
was responsible for developing the successful marketing
strategy for that company's "Platinum" line of solar
inverters and has successfully rolled out our PARALEX
business model in Europe. Axel's experience in Europe
will be an enormous advantage to us in North America
and Ontario."Axel will continue to be based in Germany, which still
represents the world's largest solar PV market, and will
divide his time between North American and Europe."This is an exciting time for the Company and I am
very pleased to be able to take on this role," said Axel.
Power inverters are now driving change as the industry
realizes that more gains in cost and efficiency can be
achieved from better system design than from individual
component efficiencies. The parallel system architecture
may be the single most disruptive factor in the industry
today improving system yields, reducing the cost of
ownership and changing distribution patterns."Sustainable is the only company which can deliver this
value in higher power ratings and at a cost that is
competitive with conventional inverters."Since introducing the SUNERGY(TM) product line in May, 2010,
Sustainable Energy has quickly gained momentum in the
Ontario market for the design flexibility, safety,
and high yield advantages which can only be achieved
with the SUNERGY(TM) inverter. Since May 2010, the Company
has built a pipeline for Ontario and the US to the end
of June 2011 of approximately 22.5 MW; and it is adding
to that weekly. The pipeline represents a judgment by
management based on forecasts from qualified accounts
weighted to reflect the probability of sales within
the time frame and is used by the Company to plan production.SUNERGY(TM) product sales revenues for this period will
depend on the product mix, which includes SUNERGY(TM)
inverters components of the DC side balance of system
("BOS") - communications cards and combiners - which
can increase the value of each unit sale by up to
20% - 30%. The Company also sells monitoring
systems for each inverter which can range up to
$800 per unit. Total revenues for this period will
also be dependent on the percentage of unit sales that
is for PARALEX(TM) systems - which include all solar
panels along with the inverter and DC side BOS peripherals
- in both thin film and crystalline configurations.Whereas the Company believes product pricing for the
SUNERGY(TM) inverter together with DC side BOS
peripherals will average in the $420,000 - $600,000
per MW range depending on volumes and product mix,
PARALEX(TM) pricing in Ontario will likely range
from $2.5 - $3 million per MW. The Ontario market
is still immature, and the Company is unable to
provide any guidance on product mix or on the
division between SUNERGY(TM) package sales and
PARALEX(TM) sales.Within Europe, the Company has established two
private label relationships: Salicru S.A which
exclusive for Spain and Portugal; and ChangeTec
GmbH which is non-exclusive for Germany. It has
also begun successfully marketing higher value
PARALEX(TM) solutions (modules panels, inverters
and DC balance of systems) directly to systems
aggregators and project developers for rooftop
and smaller ground based projects. In Europe
PARALEX revenues per unit sale vary much more
widely since the Company often provides racking
in addition to DC side BOS modules and inverters.