It is important to consider what needs to be done, in order for hydrogen to be successful once and for all. While certain people think that there is no market and others believe it is due to strategies, I believe that it is actually a mix of both.
Those who support a lack of market argue that this could be solved by simply diversifying the offtake approach. This is because around 42% of the businesses actually fail as a consequence of not having a market for their product or service. For instance, there is not a high demand for hydrogen yet established for heat and electricity generation. In contrast, there is an existing demand for the chemical industry (excluding refinery) and also for the ammonia market. If we focused more on the existing off takers, instead of creating new applications, we could have an immediate sector that could be decarbonized through on-site green hydrogen production.
On the other hand, there are several people who claim that strategies are not well developed and that there is a lack of expertise in the subject. The reason for this is 23% of the businesses that fail, actually do so as a result of not having the right team. To illustrate, with many companies interested in transitioning towards new businesses, such as green hydrogen, did not build the correct taskforce for this target. Additionally, professionals in the sector had to re-adjust their programs and know how to this new field, without having the proper time to arrange the right workforce.
In conclusion, despite both are valid arguments, we could try to think of an opportunity that could meet them both halfway. In my opinion, companies need to focus in the short term on existing off takers and decarbonizing those sectors, while building experts team workforce, that will be able to ensure mid-term and long-term expectations that will align with the companies targets.