Connected Strategy for Hydrogen Value Chain ^ Top ^ 51 (truck manufacturers), OneH2 (Hydrogen production and distribution network) and JB Hunt (transport services) to understand fuel demand. This places OneH2 at the center of a network which can be expanded and modified based on insights gained. It is partnering across the value chain to make GM, Navistar, and JB Hunt more efficient. What is notable is that they have moved beyond commodity provision to creating an ecosystem where they are central to their partner’s success. Fuel cell designers, hydrogen systems specialists, plant managers and logistics specialist will all work for different companies and yet each require something from each other to design an integrated system that works. Should OneH2 be successful in placing itself at the center of a network it could be beneficial to its long-term well-being. As an arranger of partnerships and broker of information OneH2 will be sought out for contacts that move beyond being a commodity. It also has a first entry advantage, establishing itself as the partner of choice and making the barriers to entry higher. When combined with its ability to broker information within the ecosystem it should help OneH2 maintain the health and wellbeing of the company for the future... Overall, 73% of energy and utility industry executives expect new-energy models to be their mainstream business within the next five years. E&U companies will have to learn to fail fast Utility companies in Europe and North America are increasingly becoming large actors in the global energy stage. Iberdrola, Spanish multi-national utility recently announced its intention to build a 20-Megawatt electrolyzer project for an ammonia factory in Spain16. As Iberdrola builds out its project it will start to partner with those who benefit and create an ecosystem with Iberdrola at the center. This is a strategy that is repeating itself with other companies across the globe. What is interesting is that the project will not make any money. The work Iberdrola is doing is learning and failing fast to enter a new space where they see a long-term future allowing for intelligent learning and acquisition as more is understand from the business model. Iberdrola are demonstrating a “71% of energy and utility industry executives say that energy and utility companies that do not implement new-energy models will be wiped out given the massive shift to decarbonization, digitization and decentralization.” “Our project is not designed to generate profit, this is an innovation project, to test technology, help to drive down costs for the future and increase Iberdrola’s knowledge and experience."