1. Main Secondary
Color Color
Palette Winfried Hoffmann Palette
EPIA Vice President
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0
EPIA
Market
Expecta/on
for
the
Long
Term
227/50/38
CMYK
5/80/100/0
RGB
–
again
too
Pessimis/c?
CMYK
0/70/0/10
RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris,
6th
Market
Outlook,
18
March
2010

2. Main
Color
Content Secondary
Color
Palette Palette
CMYK CMYK
0/25/100/0
RGB
• Expectations for PV growth in EU and worldwide 5/95/100/0
RGB
253/196/0 227/50/38
CMYK
5/80/100/0
• Trends in PV system price development CMYK
0/70/0/10
RGB RGB
224/81/21 218/104/157
• PV outpacing traditional electricity production in the medium
(peak power, CCS) and long run (base load)
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
• Results are based on CMYK
100/5/5/10
# EPIA „PV market outlook“ 2011 (-2015) RGB
0/152/203
# EPIA/AT Kearney/Consentec study:
„PV competing in the energy sector“ CMYK
30/8/100/15
RGB
# EPIA/Greenpeace „Solar Generation VI“ 165/175/41
# own estimates CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 2

3. Main
16.7 GW Secondary
Color Color
Palette Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 3

4. Main
Color
Our position in 2010… installed capacity EU27 Secondary
Color
Palette Palette
CMYK
• Uncertainties on gas and coal, PV ahead of all RES CMYK
0/25/100/0 5/95/100/0
RGB
253/196/0
Power generation capacities added in 2010 in EU27 RGB
227/50/38
20,000
CMYK CMYK
5/80/100/0 15,602 0/70/0/10
RGB RGB
224/81/21 15,000 218/104/157
13,323
CMYK
CMYK
50/80/0/0
0/0/0/100
10,000 9,295 RGB
RGB 0/0/0
148/83/161
decommissioned
CMYK
5,000 4,056 100/5/5/10
RGB
0/152/203
573 405 208 200 149 145 25 25 0 0
0 CMYK
-107 -45 -26 -245 30/8/100/15
-535 RGB
-1550 165/175/41
-5,000
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 4

5. Main
Color
The market in 2010 Secondary
Color
Palette Palette
+132% 16.7
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK
CMYK
5/80/100/0 +17% 0/70/0/10
RGB RGB
224/81/21 218/104/157
+145%
7.20 CMYK
CMYK
50/80/0/0
0/0/0/100
RGB 0/0/0 6.17 RGB
148/83/161
+59% CMYK
100/5/5/10
RGB
0/152/203
2.51
CMYK
1.44 1.58 30/8/100/15
1.12 RGB
0.33 0.47 0.58 165/175/41
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 5

6. Main
Color
World split in 2010 Secondary
Color
Palette Palette
CMYK CMYK
0/25/100/0 ROW 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 6

7. Main
Color
The top 10 in 2009 and 2010 (MW) worlwide Secondary
Color
Palette Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0
2009 2010 227/50/38
CMYK
1 Germany 3.806 Germany 7.700 CMYK
5/80/100/0 0/70/0/10
RGB 2 Italy 723 Italy 2.300 RGB
224/81/21 218/104/157
3 Japan 483 Czech Rep 1.360
CMYK
CMYK
0/0/0/100
4 USA 477 Japan 990 50/80/0/0
RGB
RGB 0/0/0
5 Czech Rep 398 USA 900 148/83/161
6 Belgium 285 France 719 CMYK
100/5/5/10
7 China 160-228 Spain 367 RGB
0/152/203
8 France 185 Belgium 361
CMYK
9 South Korea 167 Australia 320 30/8/100/15
RGB
10 Australia 79 China 300-520 165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 7

8. Main
Color
Cumulated installed capacity until 2010 Secondary
Color
Palette Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 39.6 GW 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 8

9. Main
Color
Cumulative installed capacity 2010 Secondary
Color
Palette Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
GW countries:
CMYK
100/5/5/10
Germany RGB
0/152/203
Italy
Spain CMYK
Japan 30/8/100/15
RGB
USA 165/175/41
Czech Republic
CMYK
France 0/0/0/60
China in 2011 ? RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 9

10. Main
Color
An outlook to 2011 Secondary
Color
Palette Palette
25000
CMYK 21.3 GW CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
20000
3500
CMYK CMYK
1250
5/80/100/0 14 GW 0/70/0/10
RGB RGB
224/81/21 218/104/157
15000
NORTH AM
2250 Japan CMYK
CMYK
50/80/0/0
0/0/0/100
1050 EU RGB
RGB 0/0/0
10000 13815 China 148/83/161
APEC
CMYK
8655 ROW 100/5/5/10
RGB
5000 0/152/203
1000 CMYK
750 667 30/8/100/15
414
849 1062 RGB
0 165/175/41
EPIA Moderate EPIA Policy Driven
CMYK
2011 0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 10

11. Main Secondary
Color Color
Palette Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
An outlook into 2015
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 11

12. Main
Color
EU forecasts until 2015 Secondary
Color
Palette Palette
25000
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
20000 19450
CMYK CMYK
5/80/100/0 Historical Data 0/70/0/10
17560
RGB RGB
224/81/21 218/104/157
EPIA Policy Driven 15980
15000 EPIA Moderate
CMYK 13523 13815 CMYK
50/80/0/0
0/0/0/100 12850
RGB
RGB 0/0/0
148/83/161
10000 CMYK
100/5/5/10
RGB
0/152/203
5625
5130
5000 CMYK
8655 8920
7420 7525 7935 30/8/100/15
RGB
1950 165/175/41
707 1005 983
52 94 139 199
0 CMYK
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 12

13. Main
Color
Global Forecasts until 2015 Secondary
Color
Palette Palette
CMYK
Neither the worst nor the best are sure… CMYK
0/25/100/0 50000 5/95/100/0
RGB RGB
253/196/0 227/50/38
45000 43000
Historical Data
CMYK CMYK
5/80/100/0 40000 0/70/0/10
EPIA Policy Driven
RGB RGB
224/81/21 35500 218/104/157
35000 EPIA Moderate
31900
CMYK
CMYK 30000 50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
24200 148/83/161
25000
21300
CMYK
20000 100/5/5/10
16928
RGB
0/152/203
15000
23200
CMYK
10000 1840020000
7263 30/8/100/15
6168 15700
14000 RGB
165/175/41
5000
2513
1439 1581
280 331 471 581 1119
0 CMYK
0/0/0/60
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 13

14. Main
Color
Share of EU vs World Secondary
Color
Palette Palette
50000
CMYK Coming from 81% in 2010 … CMYK
0/25/100/0 5/95/100/0
45000
RGB RGB
253/196/0 227/50/38
40000
CMYK CMYK
5/80/100/0 0/70/0/10
35000
RGB
224/81/21
From 62 to 40% From 65 to 45% RGB
218/104/157
30000
CMYK ROW CMYK
0/0/0/100 25000 50/80/0/0
NORTH AM RGB
RGB 0/0/0
148/83/161
Japan
20000
EU
CMYK
15000 China 100/5/5/10
APEC RGB
0/152/203
10000
CMYK
5000 30/8/100/15
RGB
165/175/41
0
2011 2012 2013 2014 2015 2011 2012 2013 2014 2015
CMYK
0/0/0/60
EPIA Moderate EPIA Policy Driven
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 14

15. Main
Color
If this goes too far… Secondary
Color
Palette Palette
CMYK
• 2 futures… Moderate and Policy-driven CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK
• In 2011, in the Moderate scenario CMYK
5/80/100/0
RGB
• Oversupply could bring the prices down 0/70/0/10
RGB
224/81/21 218/104/157
• Market restart in second part of the year
CMYK • OR if the market is really low, and prices are going quite low CMYK
50/80/0/0
0/0/0/100
RGB 0/0/0 • Grid parity could be reached very fast, RGB
148/83/161
• With risk of overheat thereafter …
CMYK
• In the Policy-driven scenario 100/5/5/10
RGB
0/152/203
• Slight oversupply compensated during the 2nd part of the year
• Reasonable path to grid parity CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 15

16. Main
Color
Consultants thoughts… (market development) Secondary
Color
Palette Palette
CMYK
• … there is general consensus among most CMYK
0/25/100/0 5/95/100/0
RGB
70 RGB
253/196/0 227/50/38
CMYK 60 EPIA Policy-driven 2010 CMYK
5/80/100/0 0/70/0/10
EPIA Moderate 2011
RGB RGB
224/81/21 EPIA Policy-Driven 2011 218/104/157
50 NREAP
Sarasin 2010/12
CMYK
CMYK
Photon 2010 50/80/0/0
0/0/0/100
40 Yole realistic 2010/09 RGB
RGB 0/0/0
148/83/161
Yole optimistic 2010/09
McK High 2010/06
30 CMYK
iSupply 2010/10
100/5/5/10
Lux research 2010/03 RGB
0/152/203
TrendForce 2010/12
20
iSupply new
Navigant CMYK
30/8/100/15
EUPD
10 RGB
IMS Research 165/175/41
0 CMYK
0/0/0/60
2010 2011 2012 2013 2014 2015
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 16

17. Main
Color
And the SET for 2020 targets Secondary
Color
Palette Palette
CMYK 200000 CMYK
0/25/100/0 5/95/100/0
RGB Historical Data RGB
253/196/0
180000 227/50/38
EPIA Policy driven
160000 EPIA Moderate
CMYK CMYK
5/80/100/0
Set For 2020 Baseline 0/70/0/10
140000
RGB Set For 2020 Advanced RGB
224/81/21 218/104/157
Set For 2020 Paradigm Shift
120000
NREAP 2020
CMYK 100000 CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0 80000 148/83/161
60000
CMYK
100/5/5/10
40000
RGB
0/152/203
20000
0 CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 17

18. Main Secondary
Color
Palette
Significant Gap to “Set for 2020” Goals Color
Palette
Binding Commitments as of September, 2010
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
Cumulated Volume [GW]
RGB RGB
224/81/21 389 Paradigm Shift: 12% 218/104/157
CMYK
CMYK
0/0/0/100 198 Accelerated: 6% 50/80/0/0
RGB
RGB 0/0/0
148/83/161
132 Base Case: 4% CMYK
100/5/5/10
RGB
0/152/203
83 Binding Volumes: 2,5%
CMYK
30/8/100/15
RGB
Total EU 165/175/41
CMYK
0/0/0/60
RGB
98/100/100
18

19. Main
Color Super and Smart Grids Secondary
Color
Palette Palette
CMYK
0/25/100/0 Pumped storage power station CMYK
5/95/100/0
RGB
253/196/0
Off-shore (eg Scandinavia) Smart
RGB
227/50/38
wind parks Gridst
CMYK CMYK
5/80/100/0
RGB
PV, DSM 0/70/0/10
RGB
224/81/21
smart meter 218/104/157
CMYK
CMYK
0/0/0/100 Supergrids: Pumped storage 50/80/0/0
RGB
RGB 0/0/0
HVAC power station 148/83/161
HVDC (eg Austria)
CMYK
100/5/5/10
RGB
0/152/203
Medium voltage CMYK
distribution grid 30/8/100/15
RGB
Pumped storage power station 165/175/41
(eg Switzerland)
CMYK
Source: W. Hoffmann, own considerations, March 2011 0/0/0/60
RGB
98/100/100
19

20. The underlying installed system prices reflect national
and segment variations by country
Projection of European installed PV system reference price range1)
(2010 to 2020; weighted technology mix per segment)
Installed
system prices
[€nominal/Wp]
Δ: - €/W 0.96 to
- €/W 1.33
3.41
3.18
3.00
2.84
2.70
2.56
2.44 2.34
2.26 2.24
2.07 2.16 2.08
1.93
1.81 1.70 1.60 1.52 1.46 1.40 1.34 1.30
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
1) Range across segments and PV technologies (c-Si and thin-film); includes harmonized, competitive standard margins
for modules, BOS and installations; incl. administrative cost; VAT excluded
Source: EPIA/ A.T. Kearney LCOE model; various input sources 20

21. The levelized cost of PV generation in Europe is
expected to decline by around 50% until 2020
European PV LCOE range projection 2010 – 2020
Band of LCOE reflects:
LCOE • Four different system
[€nominal/kWh]
size segments
0.40
0.36 • Crystalline Silicon and
0.35 Thin Film technologies
0.32
• Differences in national
0.30 0.29
0.27 installed system and
0.25 operations cost
0.25 0.24
0.22 • Differences in national
0.21
0.20 0.19
0.20 0.19 irradiation
• Different WACC for
0.15
different countries
0.16 0.14 considered
0.10
0.13 0.12 • VAT for residential
0.11 0.10 0.09 0.09 0.08 0.08 0.08
0.05 segment
0.00
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Thanks to Phoenix Solar for granting permission to A.T. Kearney to use
existing cost model !
Source: EPIA/ A.T. Kearney / Phoenix Solar LCOE model; various input sources 21

22. Competitiveness
Between Electricity Generation Cost PV and Electricity Price
Ref: W. Hoffmann personal estimates, 1999
2
2
22

23. Cumulative Capacity in
Paradigm Shift Scenario
23 GW - 2009
36 to 40GW - 2010
750 GW - 2020
1.900 GW - 2030
Launch Solar Generation, February 2011 23

24. The Mission
• Quantification of PV solar electricity until 2050
• Showing the importance of PV for employment
• Provide comprehensive information about PV
• Target groups: Decision makers in policy and economy; “Multiplicators” as
education and Journalists
The “History”
• Solar Generation I: 2001
• Solar Generation II: 2004
• Solar Generation III: 2006
• Solar Generation IV: 2007
• Solar Generation V: 2008
• 60.000 copies in over 40 countries distributed
• Translated in 12 languages: German, Dutch, Spanish, Italian, French,
Greek, Portuguese, Japanese, Thai, Chinese, Russian, Arab, Hebrew
Launch Solar Generation, February 2011 24

25. FOR THE FUTURE
The first edition of Solar Generation was published in 2001, since then, each year, the
actual global PV market has grown faster that EPIA and Greenpeace had predicted:
*
*2010 Market size as per modeling developed in summer 2010, actual market could reach around 16 GW in 2010
Launch Solar Generation, February 2011 25

26. Main Development of PV: Market development and Secondary
Color Color
Palette EPIA and Greenpeace forecasts from 2001 to 2010 Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
The PV Market Results were always much stronger CMYK
than all previous forecasts 0/0/0/60
RGB
98/100/100
26
Source: EPIA and Greenpeace, Solar Generation 6.

27. Key Results for 2030
WORLD
• 1,850 GW INSTALLED (137 GW annually)
• ≈ 10 % of electricity consumption covered by PV
• 3 billion people could be supplied with PV electricity
• 3.5 million jobs
• 27 to 100 billion € market volume
• 1.3 billion tonnes of CO2 savings annually
Launch Solar Generation, February 2011 27

28. POLICY RECOMMENDATIONS • Extending the national grid. But
Rural electrification high cost
3 approaches: • Providing off-grid technologies.
PV systems are already cost
competitive
• Developing mini-grids with
hybrid power.
Combination of generation
technologies separate from the
grid
PV plays a strategic role in
rural electrification
Launch Solar Generation, February 2011 28

29. The Context: There is a global need for CO2-Reduction
• Great window of opportunity:
OECD Countries: Re-Powering
Developing Countries: Increasing demand
• Solar Generation: Part of the global energy scenario
«Energy [R]evolution »
• Solar Generation defines the role that solar electricity will play in the
lives of a population born today, who will become energy consumers
• Solar Photovoltaic: Key Technology to fight Climate Change
Launch Solar Generation, February 2011 29

30. Energy [R]evolution
A sustainable World Energy Outlook
Renewable Energy Share – Power Sector Global:
2020: 38% / 2030: 60% / 2050: 95%
Launch Solar Generation, February 2011 30

31. Main
Color RES-thinking 2050 Secondary
Color
Palette Palette
Worldwide PV Growth Scenario till 2050
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
PV Growth Rate PV Volume Growth
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
Yearly Installed PV Power [GW]
CAGR 2000-2009: 45%
Cumulated PV Power [GW]
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
Ref: EREC and EPIA 2010 Source: EREC RES-Thinking, 03/2010 RGB
98/100/100
Millenium New Materials Key Note, 2010/09/23, Winfried Hoffmann
31

32. Main
Color
RES-thinking 2050 – World Secondary
Color
Palette PV Growth Scenario till 2050 Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB
253/196/0 PV Growth Assumption for 2050 RGB
227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21  EU-27 218/104/157
 100% target for RES of final energy
 All RES sources to contribute CMYK
CMYK
50/80/0/0
0/0/0/100  43% electricity share assumed
RGB
RGB 0/0/0 (vs. 37% in [r]evolution scenario) 148/83/161
 World (OECD) CMYK
100/5/5/10
 80% target for RES of final energy RGB
0/152/203
 43% electricity share assumed, too
 PV covers about 1/4 of electricity
and about 1/6 of final energy demand CMYK
30/8/100/15
 Total PV energy supply in 2050: RGB
11k TWh/a 165/175/41
CMYK
Ref: EREC 2010 and W. Hoffmann personal estimates 0/0/0/60
RGB
98/100/100
32

33. Main Projection for Future RE Portfolio for a Secondary
Color Color
Palette 100% Global End Energy Coverage Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
ref.: W. Hoffmann, own estimates 09/2010 RGB
98/100/100
33

34. Main Secondary
Color Color
Palette Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
www.epia.org
CMYK
30/8/100/15
RGB
165/175/41
CMYK
0/0/0/60
Gaëtan Masson, RGB
98/100/100
g.masson@epia.org

35. Launch Solar Generation, February 2011 35

36. Main
Color
Unlocking new markets, stabilizing others Secondary
Color
Palette Palette
CMYK
• In Europe – medium size markets to unlock/develop CMYK
0/25/100/0 5/95/100/0
RGB • UK, Slovakia, Bulgaria, Hungary, Romania, Turkey RGB
253/196/0 227/50/38
• In MENA countries - no GW market in the pipe
CMYK CMYK
5/80/100/0 • Feasability in the short term ? 0/70/0/10
RGB RGB
224/81/21
• Morocco, Israel, UAE, Jordan ? 218/104/157
CMYK
0/0/0/100
• New or consolidating markets in Asia Pacific CMYK
50/80/0/0
RGB 0/0/0 • Japan ?, South Korea, Thailand, Australia, Taiwan, Malaysia RGB
148/83/161
• China of course
CMYK
• India ? 100/5/5/10
RGB
0/152/203
• Americas
• US finally developing. But what’s next ? Canada CMYK
30/8/100/15
RGB
• Central and south America: Mexico, Brazil ? 165/175/41
• We need to consolidate existing markets first CMYK
0/0/0/60
• Keep faith: Grid parity is within reach (2013-2020) RGB
98/100/100
Paris, 6th Market Workshop, 18 March 2011 36

37. Main Secondary
Color Color
Palette Development of the Various Market Segments! Palette
CMYK CMYK
0/25/100/0 5/95/100/0
RGB RGB
253/196/0 227/50/38
CMYK CMYK
5/80/100/0 0/70/0/10
RGB RGB
224/81/21 218/104/157
CMYK
CMYK
50/80/0/0
0/0/0/100
RGB
RGB 0/0/0
148/83/161
CMYK
100/5/5/10
RGB
0/152/203
CMYK
30/8/100/15
RGB
165/175/41
Ref: W. Hoffmann personal estimates CMYK
0/0/0/60
RGB
98/100/100
37

38. Main The market in 2010 Secondary
Color Color
Palette Palette
CMYK
• What did we expect one year ago ? And the CMYK
0/25/100/0
RGB
consultants? Where is the production ? 5/95/100/0
RGB
253/196/0 227/50/38
20
CMYK CMYK
5/80/100/0
18 0/70/0/10
RGB RGB
224/81/21
16 218/104/157
14
CMYK 12 CMYK
50/80/0/0
0/0/0/100
RGB 0/0/0 GW 10 RGB
148/83/161
8
6 CMYK
100/5/5/10
4 RGB
0/152/203
2
0
CMYK
Average Average EPIA Moderate EPIA Policy- Actual 2010 Shipments 30/8/100/15
consultants consultants 2010 Driven 2010 (EPIA) (Navigant RGB
165/175/41
July Oct Consulting)
Germany, Italy but also policy-driven achieved in many countries… CMYK
0/0/0/60
RGB
98/100/100
38