Not cost minimisation but added value maximisation

Fuel cells are on the verge of market entry aiming at replacing long established conventional electricity generation and propulsion technologies. Upon entrance to the first markets the necessarily higher costs will need to be offset by added value to the consumer. Examples, discussed here, indicate that generally speaking the highest additional cost margins will be achievable through lifestyle oriented issues, recreational applications and from remote power. Fuel cell's potential environmental superiority results in a high acceptance in public opinion, but, needs to be clearly proven in all aspects from fuel supply to operation and recycling. Only if the added value and environmental performance are convincingly displayed will fuel cells be able to claim a substantial part of their potential market.