Essay: Bloom Energy Unveils the Bloom Box

Fuel cell maker Bloom Energy aims to change the way energy is used by introducing a new modular power plant. The company recently created a buzz by holding a major conference unveiling their new invention. Although the company already has significant momentum in starting this project, many are still wary. The company's ambitions will only be met if they can sell their invention for a profit.
Bloom Energy, which was named a World Economic Forum Technology Pioneer in December, held a conference attended by such people as the Governor of California, Arnold Scwarzenegger and former Secretary of State Colin Powell to unveil it's new product, the Bloom Box. The product is a modular power-plant-in-a-box system giving owners the ability to generate their own electricity on site, lowering energy costs and creating less harm to the atmosphere. According to the author, it was no accident that the Governor of California was invited to the event as he believes Bloom CEO, K.R. Sridhar, hopes California government agencies and cities will start to use the energy savers.
Bloom is not short on customers, as it has gained millions of dollars from companies such as Google, Coca-Cola, eBay, WalMart, Staples, Fed Ex and many more business giants. However, some industry analysts remain skeptical of the Bloom Box and how much success it will enjoy. These same analysts point to other fuel cell start ups that have never managed to gain a profit, including Ceramic Fuel Cells Ltd. and Fuel Cell Energy. Ceramic Fuel Cells Ltd. was created in 1992 and is still not a profitable company.
Bloom Energy believes it will succeed where others have failed due to the fact that it's technology is different in a number of ways. The company claims to use lower-cost materials, making it easier to mass produce their product, which also allows for a wider potential market. Bloom also contends that their solution is more efficient at converting fuel to electricity. Company executives also forsee powering individual homes one day, as well as reducing the dependence on gasoline powered vehicles by generating electricity for hybrid or electric cars.
If Bloom Energy plans on being successful, it still has to prove it can be competitive without subsidies. With a plan in place, the company seems to be moving in the right direction. It has narrowed its market to big businesses in the United States who use their energy savers as a complement to traditional energy supplies. For now, the future looks bright.