In the developed world, grid-connected photovoltaics (PVs) are the fastest-growing segment of the energy market. From 1999 to 2009, this industry had a 42% compound annual growth-rate. From 2009 to 2013, it is expected to grow to 45%, and in 2013 the achievement of grid parity - when the cost of solar electricity becomes competitive with conventional retail (including taxes and charges) grid-supplied electricity - is expected in many places worldwide. Grid-connected PV is usually perceived as an energy technology for developed countries, whereas isolated, stand-alone PV is considered as more suited for applications in developing nations, where so many individuals still lack access to electricity. This rationale is based on the still high costs of PV when compared with conventional electricity. We make the case for grid-connected PV generation in Brazil, showing that with the declining costs of PV and the rising prices of conventional electricity, urban populations in Brazil will also enjoy grid parity in the present decade. We argue that governments in developing nations should act promptly and establish the mandates and necessary conditions for their energy industry to accumulate experience in grid-connected PV, and make the most of this benign technology in the near future. (C) 2010 Elsevier Ltd. All rights reserved.