Earlier quoted context omitted.
I'm sorry if I gave you the impression that Telsa is competing with utilities to store energy at scale . I meant storing energy for personal use (vehicles/homes/etc). They will certainly source all of their energy from said utility companies.
We've had energy storage devices for homes for a while now. It isn't exactly tearing up the market. Very few people are willing to pay the significant upfront cost for the benefit of ongoing but small reductions in power bills. And that is with government subsidies (at least in Australia). I don't see how Tesla's superior technology is going to affect the product proposition.
There are nine million households in Australia.[1] 1.4 million (one in six) have rooftop PV solar installed - "the highest proportion of any country."[2] Tesla is debuting its household battery storage in Australia because of the opportunity it presents. I expect within ten years, more than half of solar powered houses will have some form of storage installed.
[1] http://www.abc.net.au/news/2015-05-06/fact-file-housing-in-a... [2] http://www.theage.com.au/comment/here-comes-the-solar-power-...