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Hitting the $320 Billion Hydrogen Market: Strategies for Boosting Offtake and Attracting Buyers

[Impact Webinar] Hitting the $320 Billion Hydrogen Market: Strategies for Boosting Offtake and Attracting Buyers

Date & Time: 13:30-16:30PM UK Time, March 21 Thursday

Format: Online Conference

In the dynamic global hydrogen market, where over 1,000 projects are driving significant investments of $320 billion, yet only 11% of projects progress to the Final Investment Decision (FID) stage, highlighting a significant gap between announcements and implementation. This webinar, lived on March 21 2024, aimed to provide clarity and actionable strategies to propel market commercialization and growth.

March 21 Agenda: (London Time)

Shaping Policy Instruments
0:03:17-0:29:58 | Global Hydrogen Trends: Status and Outlook for Supply and Demand of Low-emissions Hydrogen

Jose M Bermudez, Energy Technology Analyst, Hydrogen Lead, International Energy Agency

0:30:30-0:52:16 | [Keynote] First hydrogen allocation round review: the Hydrogen Production Business Model in the UK and Pathways Forward
Paro Konar, Director for Hydrogen and Industrial Carbon Capture, Department for Energy Security and Net Zero, UK Government 

0:52:30-1:13:20 | [Keynote] Policy Accelerators for the EU's Hydrogen Economy: Facilitating a Sustainable and Secure Green Transition
Rosalinde van der Vlies, Director Clean Planet, Directorate General for Research and Innovation of the European Commission

1:14:00-1:38:37 | [Keynote] H2Global as a Global Instrument for Market Stimulation –Kick-starting Billion-dollar-scale Projects
Timo Bollerhey, CEO and Managing Director, | H2 Global Advisory

Igniting Commercial Confidence
1:40:10-2:10:20 | [Keynote]Scaling Private Investment in Hitting the $320 Billion Hydrogen Market

Amir Sharifi, Chief Investment Officer, Hy24

2:10:26-2:31:42 | [Keynote] Pricing Ammonia: The First Mover to Secure Offtake Contracts
Joel Moser, Chief Executive Officer, First Ammonia

2:31:50-2:49:50 | [Keynote] Scaling Financing for Hydrogen Development in Emerging and Developing Markets
Carolina Lopez Rocha, Lead author, "Scaling Hydrogen Financing for Development", Energy Regulatory Specialist, The World Bank

2:50:16-3:36:10 | [Dialogue] Hydrogen and Its Derivatives Commercialization - Exploring Strategies and Solutions for Hydrogen Offtakes across Industries
Erik Rakhou, “Editor and Co-author “Touching Hydrogen Future”; Management Consultant, BCG
Val Miftakhov, Chief Executive Officer, ZeroAvia
Naveen Ahlawat, Head-Power to X, Vulcan Green Steel

Ashwani Dudeja, President and Director (Hydrogen and Ammonia), ACME Group
Florian Merz, Associate Director, Business Development (Europe), Masdar

Our Key Takeaways:

1. Market Dynamics and Demand:

Growing anticipation surrounds green hydrogen demand driven by government mandates, carbon reduction goals, and technological advancements. Key sectors like aviation and steel manufacturing are highlighted for hydrogen integration due to its high energy density and decarbonization potential.


​Insights from Mr. Jose M Bermudez of the International Energy Agency suggest a potential installed capacity of 420GW by 2030, with announced low-emission hydrogen projects reaching 38 Mt by the same year.

2. Challenges and Opportunities:

​While optimism exists for hydrogen's potential, challenges such as high production costs, technological readiness, and infrastructure gaps persist. Nonetheless, significant growth opportunities exist, particularly with advancing technologies and supportive regulatory frameworks.

3. Supply Chain and Partnerships:

​Collaboration across the hydrogen value chain is crucial for scaling up production and ensuring accessibility and affordability. Stakeholder cooperation is vital for addressing challenges and leveraging opportunities within the hydrogen market.

4. Regulatory Environment:

​In the regulatory environment, government regulations are pivotal for driving hydrogen adoption across the UK, EU, and Germany. While each entity focuses on regulatory support, funding assistance, and market stimulation, their approaches differ slightly.

In the UK, as outlined by Ms. Paro Konar, Director for Hydrogen and Industrial Carbon Capture, there is a strong emphasis on ambitious goals such as delivering up to 10GW of low carbon hydrogen production capacity by 2030. This aligns with the UK's commitment to achieving net zero emissions by 2050. Ms. Konar highlighted the outcomes of the UK's hydrogen allocation rounds and emphasized the government's active support for hydrogen projects.

Similarly, Ms. Rosalinde van der Vlies, Director Clean Planet at the European Commission, showcased the EU's robust regulatory framework for hydrogen. The EU's focus extends to policy accelerators like supporting Hydrogen Valley projects, aiming to achieve a net-zero economy by 2050. Key initiatives such as the Clean Hydrogen Partnership and funding mechanisms like the Innovation Fund are pivotal in driving investments in hydrogen technologies and infrastructure.

Contrastingly, Mr. Timo Bollerhey, CEO and Managing Director at | H2 Global Advisory, emphasized a global perspective with H2Global as a market stimulation instrument. He stressed the importance of certainty and clarity in the market to instill confidence among investors and industry stakeholders. H2Global's approach involves utilizing market simulation, competition-based auctions, and customized funding mechanisms to accelerate the adoption of clean hydrogen, fostering a sustainable energy transition worldwide.

5. Economic Considerations:

Achieving cost competitiveness with traditional fossil fuels is paramount for hydrogen adoption. Strategies like collocation and renewable energy integration aim to enhance hydrogen's economic viability.

6. Private Investment and Financing:

Private investment is crucial for scaling hydrogen initiatives. De-risking projects through policy support and creating investment-friendly environments are strategies to attract capital.

Mr. Amir Sharifi, Chief Investment Officer at Hy24, highlighted significant statistics, stating direct hydrogen investments increased by 34% from 239 billion USD in 2022 to 320 billion USD in 2023. He emphasized their priority areas for investment, including renewable electricity sources, electrolyzers, project development, transport and storage networks, as well as end-use sectors such as green steel, ammonia, and captive fleets.

Ms. Carolina Lopez Rocha from the World Bank identified key challenges in financing hydrogen projects in emerging markets, including limited access to capital, regulatory uncertainties, and the lack of viable business models. She emphasized the importance of innovative financing mechanisms and risk mitigation strategies to overcome these barriers and attract investment in hydrogen infrastructure development.

7. Contracts and Offtake Strategies:

Robust contracts and offtake strategies are vital for hydrogen commercialization, necessitating clarity and transparency in negotiations.

Mr. Joel Moser from First Ammonia emphasized the importance of robust contracts and offtake strategies in facilitating the commercialization of hydrogen. He discussed the complexities involved in negotiating contracts, citing factors such as pricing expectations, contract durations, and risk mitigation mechanisms. Moser stressed the need for clarity and transparency in contract terms to ensure mutual benefit for all parties involved.

The panel, comprising Mr. Erik Rakhou, Dr. Val Miftakhov, Mr. Ashwani Dudeja, Mr. Naveen Ahlawat, and Mr. Florian Merz, emphasized the critical role of effective contract management in advancing hydrogen commercialization efforts. Their discussions revolved around negotiating pricing expectations, contract durations, and risk mitigation mechanisms, underscoring the importance of clear and transparent terms to drive successful hydrogen projects.

8. Dialogue and Collaboration:

Facilitating dialogue among stakeholders is essential for identifying challenges and opportunities. Public-private partnerships and international cooperation were emphasized as key drivers for accelerating hydrogen infrastructure deployment and market growth.

Insights Brought to You by:

Paro Konar

Director for Hydrogen and Industrial Carbon Capture

Department for Energy Security and Net Zero, UK Government 

Timo Bollerhey

CEO and Managing Director | H2 Global Advisory

Jose M Bermudez

Energy Technology Analyst, Hydrogen Lead

International Energy Agency

Val Miftakhov

Chief Executive Officer


Florian Merz

Associate Director, Business Development (Europe)


Carolina Lopez Rocha

Lead author, "Scaling Hydrogen Financing for Development"

The World Bank

Roselinde van der Vlies


Clean Planet Director

European Commission

Amir Sharifi

Chief Investment Officer


Joel Moser

Chief Executive Officer

First Ammonia

Naveen Ahlawat

Head-Power to X

Vulcan Green Steel

Ashwani Dudeja

President and Director (Hydrogen and Ammonia)

ACME Group 

Screenshot 2024-03-11 at 6.19.53 PM.png

Erik Rakhou

Editor and Co-author “Touching Hydrogen Future”; Management Consultant



Molly Huang

Head of Content & Corporate Responsibility

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