Improvements were gradual over the 1960s. This was also the reason that costs remained high, because space users were willing to pay for the best possible cells, leaving no reason to invest in lower-cost, less-efficient solutions. The price was determined largely by the semiconductor industry; their move to integrated circuits in the 1960s led to the availability of larger boules at lower relative prices. As their price fell, the price of the resulting cells did as well. These effects lowered 1971 cell costs to some $100 per watt.
In late 1969 Elliot Berman joined Exxon's task force which was looking for projects 30 years in the future and in April 1973 he founded Solar Power Corporation (SPC), a wholly owned subsidiary of Exxon at that time. The group had concluded that electrical power would be much more expensive by 2000, and felt that this increase in price would make alternative energy sources more attractive. He conducted a market study and concluded that a price per watt of about $20/watt would create significant demand. The team eliminated the steps of polishing the wafers and coating them with an anti-reflective layer, relying on the rough-sawn wafer surface. The team also replaced the expensive materials and hand wiring used in space applications with a printed circuit board on the back, acrylic plastic on the front, and silicone glue between the two, "potting" the cells. Solar cells could be made using cast-off material from the electronics market. By 1973 they announced a product, and SPC convinced Tideland Signal to use its panels to power navigational buoys, initially for the U.S. Coast Guard.