There’s been a lot of buzz around privately-held Bloom Energy. The company and its Solid Oxide Fuel Cell (SOFC) technology (dubbed the “Bloom Box”) were featured on CBS’s 60 Minutes recently. Google, eBay and Wal-Mart are customers. Having spent the past five years working with a company that was developing a SOFC, I was curious to find out what was so special about Bloom’s technology.
Upon speaking with my contacts in the fuel cell business, it would appear there is nothing special about the Bloom Box. As one expert I spoke with noted, the materials, the approach, the geometry, the efficiencies, and the economics are very similar to what other companies in the space are doing or have done. The current economics of $8,000 per kilowatt are still – even after $400 MM of investment in large scale production – an order of magnitude too high.
The economics, combined with the unaddressed questions regarding the cyclability of the system (i.e., how many times can a Bloom Box be turned on and off before degrading), the long term reliability, and the sensitivity to fuel contaminants such as sulfur (which exists in many hydrocarbons) have been issues for other SOFC companies in the past. The issues have prevented broad-scale adoption of the technology as an alternative to the grid.
One has to question the veracity and integrity of Bloom’s CEO when he describes his material as beach sand. That is pure PR and quite disingenuous. Anybody in the solid oxide fuel cell business knows full well that the material is a highly refined, chemically synthesized doped ceramic powder. It doesn’t even come close to the cost of beach sand, even if the underlying major compound is the same.
Furthermore, the company’s comment that its SOFC can be fueled by solar is just plain silly. Solar panels produce electricity. Electricity runs a hydrolyzer to produce hydrogen. Hydrogen, in turn, powers the fuel cell. Not exactly running on sunshine!
One thing is very clear about Bloom Energy. They invested a great deal of money in a terrific PR firm. But, as we all know, PR can only take a company so far. If the product(s) don’t stack up in the market, it’s just a matter of time before reality sets in.
One of my friends summed up Bloom Energy’s Box beautifully when he said “it’s big hat, no cattle.” If we were asked to make a recommendation, we would be long Bloom’s PR firm and short Bloom Energy.


