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Figure 1 - Hydrogen can
                                                                                               be used pure or to produce
                                                                                               other energy carriers like
                                                                                               ammonia and synthetic
                                                                                               fuels, and is especially
                                                                                               relevant in applications that
                                                                                               would be otherwise hard to
                                                                                               decarbonize
            gure 1). Hydrogen’s energy density, potential role   will further improve hydrogen’s competitiveness,
            in energy storage, and ability to enable low or zero-  and government subsidies will act as a catalyst to
            carbon applications in industry and transportation   accelerate learning and cost decline.
            all point to hydrogen becoming an integral part of   Our  base  case  scenario,  an  integrated  industry,
            the energy mix. Indeed, hydrogen is already cost   points toward a global market of 300 million metric
            competitive in some applications in certain geo-  tons (Mtons) by 2050 with the potential to establish
            graphies, and it is difficult to see how some other-  a profit pool of more than $250 billion (see Figure
            wise  hard-to-decarbonize  parts  of industry  can   2). This would represent an initial period of modest
            thrive without it.                        growth from 2020 to 2030, with demand accelera-
            But hydrogen’s path is not straightforward, with its   ting after that.
            growth trajectory and profit pools yet to be deter-  In this scenario, we assume most major industries
            mined. Opportunities and timing will vary across   will increase their use of hydrogen, some more than
            regions and industries, depending on offtake po-  others. For example, in transportation we expect
            tential, supply conditions, and infrastructure re-  battery electric vehicles to become the standard
            quirements. Customer demand will be as or more   for most vehicle categories, and hydrogen to play
            important than supply availability.       a role in specific vehicle classes like heavy-duty
            Even so, the most plausible scenarios point to the   trucks, or for specific applications where hydrogen
            emergence of an attractive market, so it would be   has an advantage over alternatives—for example,
            a strategic misstep for energy companies to take   where batteries would be too heavy. In this sce-
            a backseat position. Across industries, executi-  nario we assume transportation and industrial ap-
            ves should be looking at the potential applications   plications will make up 80% of the demand, with
            for hydrogen and working back through the value   power, heat, and other uses making up the rest.
            chain to determine which are most feasible—and   Since  some of  these  high-potential  applications
            where to place their bets. To give executives a bet-  will require significant investments in infrastructure   Figure 2 - Three scenarios,
            ter view of the possibilities, Bain analyzed the po-  (for example, hydrogen fuel stations for transpor-  based on speed of
            tential market and identified five no-regrets actions   tation) or process changeovers (such as replacing   adoption, deliver vastly
            to take in order to position your company for suc-  traditional blast furnaces to enable a direct reduced   different markets by 2050
            cess in the hydrogen market of the future.

            Hydrogen market scenarios
            Bain researched several scenarios for the growth
            of the hydrogen market, taking into consideration
            the full range of potential future applications, hydro-
            gen’s ability to play a meaningful role against zero-
            emission alternatives, based on whether hydrogen
            is the right solution, as well as factors such as cost
            competitiveness, and the readiness of technology
            and supply to meet demand. As renewable energy
            becomes more cost competitive, green hydrogen
            will become less expensive to produce. Supporting
            technologies, such as carbon capture and elec-
            trolyzers, will become less expensive as they are
            built out. Increases in carbon prices and taxation



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