Point of View – by Mia Javier

[Cross posted on cleantech.com]

Energy efficiency is ultimately tied to understanding the absurdly played-down importance of water. Read on to see why water analytics matters (or should matter) to commercial, residential, industrial and agricultural users of water.

Water analytics plays an increasingly critical role for end users across the verticals, much like energy management is top-of-mind for these same players.

Water, when compared with energy, is quite cheap, but the savings associated with understanding and managing this resource are compelling.

Water analytics is even more relevant when considering the challenges of a balkanized and little-understood water ‘industry’.

The cast of characters include water & wastewater treatment providers, and water infrastructure to name but a few. Each treats myriad contaminants in water services for various end users in widely varying geographies.

To the point: one size does not fit all in water. And industries that depend on this resource for its operations and or pay hefty fees for their water discharge are increasingly under pressure to understand what they’re up against.

Emeryville, California-based PureSense is a leader in water analytics for the agricultural sector. With 80 percent of California’s water used for agriculture, it is critical for this sector to understand and manage its usage. PureSense assists growers make better crop irrigation decisions with its software as a service solution. In turn, farmers not only lower their operating costs, the company says, they gain higher quality crops and greater yields.

Israeli-based Takadu, on the other hand, is developing a software solution to assist in the reduction of water loss for utilities. According to the World Bank, 25-30 percent of the world’s water distribution is lost in leaks and pipe bursts. How exactly does this impact water supply?

Both the oil & gas and food & beverage industries are under increasing pressure to manage their water use. With examples like Coca-Cola’s rainwater reclamation efforts (see Coke completes rainwater harvesting projects in India), water conservation in general is beginning to gain more visibility. And companies like these are also looking for bottom line savings in water efficiency efforts in their manufacturing process.

The Cleantech Group is paying attention to such companies.

What are your favorite water analytics companies, and why? Weigh in!

[Cross posted on cleantech.com]

Latest venture investments in water are raising eyebrows; why the Cleantech Group continues to pay close attention to the water sector.

In the past two weeks alone, the Cleantech Group’s reporters have spotted quite a bit of activity in the water industry, underscoring again the importance of water as a cleantech category.

Recent stories include Grundfos six-month test of a new compact wastewater treatment technology; Coca-Cola’s 16 rain water harvesting projects in India; Brunel University spin out, WaterBoxs’disaster relief efforts and H20 Innovation India joint venture between Chembond Chemical and H20 Innovation.

To boot, Cleantech Group is also featuring water leaders at its upcoming San Francisco Forum (more info here): NanoH20 (confirmed), Microvi Biotechnologies (confirmed) and HydroPoint Data Systems (pending).

Since 2005, however, the share of cleantech venture investment in water technologies has been on the decline, yet the fundamental premise of water investing appears to remain strong: demand is high and supply is low.

And consider the following notable statistics, such as:

1. Of the trillions of gallons of water discharged by U.S. industry, only 10 percent is treated for re-use, and the fact that
2. The global market for water treatment is up to $58 billion annually

It may seem strange that we don’t see more venture investments in water. But does that mean there aren’t commercial opportunities in water?

As the Cleantech Group works more with corporate customers (more info here), it finds many of them care very deeply and are close to innovation in water technologies. Behind the scenes, there’s a resounding sentiment of “we very much care about water innovation”.

A deep dive into the water industry would likely uncover counter-intuitive market opportunities to the side of the center stage occupied by desalination. As excitement around the treatment of brackish water continues (an effort at increasing water supply), there is a case to be made for water re-use and conservation—yet another type of efficiency trend so important in the cleantech industry.

Those interested in the water industry are advised to pay attention to water sector leaders winning various cleantech awards. These include:

1. The Cleantech Group’s Global Cleantech 100 award (including AqWise, Epuramat, Oasys,Inge, etc)
2. Winners of The Artemis Project Top 50 water technologies (including Aquaporin, Lesico CleanTech, ProWell Technologies, etc.), and finalists of
3. The Imagine H20 Prize (Puralytics, Fruition Sciences, Rainwater HOG, etc), to name a few.

The water industry involves a complicated web of technology providers in water & wastewater treatment, turnkey system providers and smart water providers (technologies that focus on water conservation)—all of which serve users along the verticals: commercial/residential, industry, utilities and agriculture.

And in this complicated web will be tremendous value.

Stay tuned for more on water.