A briefing paper that addresses the limiting factors of adoption of new technologies and the related market development challenges. Attempts to adopt new or improved technologies often fail due to sole focus on provision of "hardware" - ignoring the complex mix of interconnected social, institutional, economic and policy issues. A more holistic approach to market development can be supported with policies that take these aspects into account. The paper outlines and discusses the aspects in more detail and gives insights for developing policies that can support the market development.