Accessing the other hand, the nature of HydroHome

Accessing hydrogen fuel
cell’s legal environment and nature of the technology, the appropriability
regime is weak. First, since the technology is relatively immature, property
rights environment is relatively weak in order to increase popularity in this
field. From Francois Issac de Rivaz’s invention of the first 4-wheel prototype
that was powered by hydrogen and oxygen gas to today’s Toyota Mirai, hydrogen
still hasn’t taken off in the automotive sector (Automostory, 2014).1 Majority manufacturers
still experiment with the technology and very few start to produce hydrogen
vehicles. The challenges nowadays are increasing competition from electric
vehicles, lack of refueling infrastructure, high cost of catalyst used in
hydrogen fuel cells. Therefore, hydrogen fuel cell require future study and
innovation, and thus, Toyota released 5,680 patents of its hydrogen fuel cell
technologies patents, representing millions of dollars of research investment on
a royalty-free basis in 2015 (Forbes, 2015). 2 This move was planned to
incentivize innovative fuel cell technologies and expand “hydrogen-based
society” around the world. A “loosen” legal environment will create open
resources and encourage companies to advance hydrogen fuel cell technology to
meet the challenges it currently faces and uncover demands in target market
segments. However, it also implies a lower barrier to entry for new firms to
compete in this segment.On the other hand, the
nature of HydroHome is its innovation of the business model. Their service
addresses the key issues of refueling infrastructure and hydrogen storage. Imagine
if you are driving a vehicle and there is limited number of gas stations to
fill your vehicle. HydroHome thus creates a platform to fill up hydrogen at any
place. Their business model is simple: get hydrogen supply from ITM Power
Energy, transport hydrogen capsules to HydroHome storage by Hydrogenious
Technologies, and lastly, arrive and fill up customers’ HydroHome installation
stations (PPT).
HydroHome’s business model is relatively easy to imitate—their technique is
considered codified knowledge, which is easy to transmit and articulate. The
most challenging parts in the model are carried out by other expertise:
hydrogen supply by ITM Power Energy and storage and transport by Hydrogenious
Technologies. As a result, HydroHome’s business model can be easily replicated
by other firms.I.              
Life Cycle PhaseHydrogen fuel cell technology
is at the preparadigmatic stage, which means there is no single generally
accepted standard or dominant design. The market for hydrogen FCV is relatively
young. Based on HyARC 2017 survey, majority of the 4,200 fuel EVs registered at
the start of 2017 are located in Japan or USA. Over 90% of these vehicles are
passenger cars, following by fuel cell electric buses (Shell, 2017).3 Considering HydroHome is
mainly associated with hydrogen refueling, we will examine current condition of
the refueling stations. There are only 280 active hydrogen refueling stations
around the world. Japan has the largest number of the stations II


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