Thanks for the thoughts, Chris. I very much appreciate them.
At the moment, management is pretty confident about overcoming ASP erosion. This is from the last call in response to an analyst question:
I am very confident that next year our cost reduction plans will overcome the ASP erosion and it will execute the plan that we described since the roadshow of improving our gross margin more or less in the same pace as we did in the last couple of quarters and we’ll reach about 30% pretty soon.
And they think the new HD-Wave inverter will help a lot:
We believe that to fully ramp it up will take three quarters. So I would expect that by the end of Q3, 80%, 90% of everything we’ll ship will be already the new HD technology inverter. We’re very mature with the production stages and I believe that the ramp-up will be quite smooth. The only thing that can in a way reduce these percentages, if we’ll see demand which is dramatically above what we are expecting, but if we estimate the demand properly, I think that we’ll be able to almost fully ramp up to 80%, 90% – we’ll be able to ramp up to 80% or 90% in three quarters. As for cost, you understand that we won’t share this in great details but I can tell you that the potential is overcoming in a big way the 7.5% to 10% ASP reduction that we believe we’ll have to offer during 2016.
The other thing, too, is that the company is taking marketshare and expects to continue doing so:
I think that I would expect that we are still taking market share in the U.S. So I think that we’ll overcome the growth of the market by probably 10% to 15%. I think that that should be something what I believe is doable when I look at our current market share and what I believe can achieve next year with the new product that we just launched.
and
we are active in all the European markets as well as Australia, Japan and starting in South Africa. So if you look at the European market, we are growing our market share in all the main markets.
And then there’s the question of where commercial could go:
the commercial, small, medium and large commercial probably would be the most growing segment in the coming two, three years and a big portion of our R&D activities are into developing larger three-phase inverters and we believe that we’ll be able to take bigger and bigger market share in the commercial. So this covers and it’s overcoming the way the third party ownership fleets that you mentioned.
In addition to that, we are in the final process of getting approval to a seller of three-phase inverters in Japan. That I believe will open up the commercial market in Japan. We’re entering now into Poland which is a new market in Europe, South Africa and all the storage potential. So I think that we are very much – we have great new opportunities and potential to grow into new markets and new segments and I think that this should much more than overcome any difficulty that might happen in the residential market in the U.S.
That was before the U.S. solar credits were extended, so hopefully U.S. residential will be better over the next few years too (I’ve seen one estimate from GTM Research that residential will show 35%/year additional annual growth through 2020 with the credits renewed – in fact, “more solar will be installed each year than was added to the grid cumulatively through 2014”).
So with regard to ASP erosion, it seems like management has the issue well in hand for at least the next year or two. And then, even if margins don’t really continue growing, there’s the question of extra growth through (1) taking marketshare – Management is expecting 10%-15% growth above the broader market growth rate – and (2) accelerating into commercial.
Anyway, I certainly agree with you that the business needs to be watched very closely. But solar seems like an industry that will be growing significantly over the next 4-5 years, and it seems plausible that – given its leading technology position – SolarEdge could continue to grow and do well from here even if there is eventually some small erosion of margins over that timeframe.
Does any of that change your thinking? Or do you think that margin erosion could be significant and the company could find itself in a poor position in a couple of years? You know a lot more about this industry than I do.
Neil