Firms using third-party-ownership (TPO) business models transform solar rooftop installations into a simple service. TPO firms sign long-term agreements with building owners or users to install, finance and manage locally sited solar panels. Customers simply buy solar electricity. The business model can increase total PV market demand by removing central barriers to PV adoption including technology risk, financing needs, and learning costs. TPO is now the dominant US model for residential solar and attempts to use the business model are underway in Europe and Asia. This study discusses how policy makers can enable emergence of solar TPO business models in new markets, a theme novel to extant literature. The paper is based on a comprehensive study of the US solar TPO ecosystem including 50 interviews with key market actors. A downside to the TPO model is potential lock-out of innovative solar technology. Crucial policy actions to enable TPO emergence in new markets are to ensure the legality of the TPO model and to facilitate solar self-consumption (the ability of customers to offset grid electricity costs by using locally generated solar electricity). (C) 2015 Elsevier Ltd. All rights reserved.