Post on 15-Apr-2017
Creating a Global Network of Electric Vehicle Charging Stations
Timo Tapio Ristola e0009596@u.nus.eduJoona Petteri Karjula e0014590@u.nus.eduMinja Wilhelmina Axelsson e0014448@u.nus.eduIivari Joonatan Heikkilae e0014305@u.nus.eduTommi Juho Miikkael Karjalainen e0014306@u.nus.eduThilo Marcel Braun e0009778@u.nus.edu
Introduction to Electric Vehicle (EV)
Picture: http://www.digitaltrends.com/cars/just-plug-in-that-ev-anywhere-wrong-vendor-battles-could-shaft-drivers/
Honda EV plus
Ford Ranger EV
Tesla Roadster
Mitsubishi I MiEV
Nissan Leaf
Tesla Model S P85
BMW i3
VW e-Golf
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150
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1990 1995 2000 2005 2010 2015 2020
Ran
ge(m
i)
Year launched
Range evolution of electric cars
Size of the ball indicates list price varying from 29 kUSD (I MiEV) 109kUSD (Tesla roadster)
In 2015 range reached over 400km (Tesla)
• Battery is one of the top priorities in development
• Battery size 16-85kWH
• Battery usage is normally
15-28kWh / 100km
EV market has been growing rapidly after 2010
Source: http://www.zsw-bw.de/en/support/news/news-detail/number-of-electric-cars-worldwide-climbs-to-13-million.html
Over 200 000 new registrations in China
In many countries government supports EV's
EV Charging
• Up to 3kWMode 1
• 3.3-10kWMode 2
• 10-50kWMode 3
• Up to 120kWMode 4
0 50 100 150 200 250 300
Mileage per hour
Mileage per hour
EV Charging cost depends how fast youwant it to be charged
Source: DOI: 10.1109/TPWRS.2010.2049133
Current state of charging points
Gasoline Battery (fast) Battery (slow)
Swapping Induction
Description Conventional refueling
Cable and plug (specialized
charging station)
Cable and plug (conventional
plug, e.g. home)
Replacing a battery for a fully charged one (special
swapping station)
Battery in the car is charged by wireless induction charging
Time needed 5 min 10-30min 4-8 hrs 5 min 2-8 hrs
Example car All ICEs Tesla Model S, Nissan Leaf
All EVs Renault Fluence Few pilot cars
Availability in Europe
Widely available
Limited: <1000
Limited:<20 000
Very limited, not growing
Not available
Payment Cash/creditcard
Credit card/ Monthlysubscription
Credit card/ Monthlysubscription
NA NA
Source: Modified from McKinsey
Introduction -> PlugSurfing -> Value Capture -> Competiton -> Future
Problem: multiple contracts
Solution: Plugsurfing
• Enter payment details once• Tap to start charging• Access 25 000 charging points
How?
Overview and History
• Initial revenue from licensing map data
• Integration into infotainment system
• Car OEM's (eg. Opel) & OEM suppliers
Database of charging point locations in Europe (2012)
• Application with charging point locations
• Capture customer details with user accounts
• Users to crowdsourcing data
• Review charging points
• Add/update information
Charging point location finder app (2013)
• Users find charging stations, start charging, pay with app (Service layered ontop of operator hardware)
• Revenue for Plugshare from each transaction
Integrated charging and payment solution (2014)
Advantages in the start– Board Members
Gregor MatthiesBain Advisory
Expertees: Energy and Automotive
Heinz DuerrEx-CEO Deutche Bhan
• Investors joined Plugsurfing board
• Contact network for fast scale-up
Current Market
Plugsurfing: Established Market
Plugsurfing: Currently Entering
PlugSurfing - Network Growth
0
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25,000
30,000
10-JUN-14 18-SEP-14 27-DEC-14 6-APR-15 15-JUL-15 23-OCT-15 31-JAN-16 10-MAY-16
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SIZE OF CHARGING NETWORK
PlugSurfing estimates EV charging market value to be €4Bn in 2020. Aims to take 5% cut of it (€100M).
Density of Charging Stations –Central&Suburb
Density of Charging Stations - Highway
PlugSurfing: Value Capture
Introduction -> PlugSurfing -> Value Capture -> Competiton -> Future
Value Chain
ElectricityGeneration
Electricity transfer
EV Charging
Customer running out of range
Value Propositions for Key Stakeholders
Charging point operator• Larger customer base• Less customer acquisition
costs• Bundled payment
EV owners in Europe• Single contract• Easy-to-use• Better EV
experience
EV manufacturers• Make charging
easier • Provide data about
charging point location
Value Proposition: Customer
Better EV experience• Less range anxiety• Less hassle to drive
electric vehicle
Single contract• No need for multiple
agreements• Easy access to large
number of chargers
Easy-to-use• Smartphone app to
find charging spots• Integrated billing
system
Value Proposition: Charging Point Operator
Larger customer base• More potential
customers• Higher usage and more
revenue
Less acquisition costs• No individual marketing
and introduction fees• Eliminates customer
acquisition costs
Bundled payment• Outsources payment• No need to handle
micro transactions• Reduced admin cost
Network Effect
More customers
Higher charging point usage rate
More incentive to charging operators to join
Higher charging point availability
Better EV experience
Method of Value Capture
• PlugSurfing gets 5-20% commission of final bill• Pricing power depends on number of
users ( network effects)
What PlugSurfing did well
First to recognize problem in Europe
Expanded rapidly • Gain users • More charging
stations• Minimal capital
costs (no hardware)
Easy-to-use service• Low barriers to adaption• Make service accessible
Initially built database of charging point locations• Early revenue stream
to sustain business
Network Effects
Competitors
Introduction -> PlugSurfing -> Value Capture -> Competiton -> Future
Chargepoint – Connect with users
Advantages in mobile application
http://www.chargepoint.com/mobile/
Queuing for charge points
Possibility to chat with current charger
Graphs for busy times
PlugShare – Share your home charging point
Possibility to share personal charging points
Mobile application and www-page
Main markets in USA and Canada
http://www.plugshare.com/
Individual charging point operators
No commission for 3rd party
Work as individual provider• Can be part of 3rd party mobile application same time
Small charging point networks
Nomadic – Car trailer as charger
Battery pack for a car
Charge while driving
Destination- and home-charging
http://nomadicpower.de/products/
Competitor mappingP
roce
ss In
tegr
atio
n
Availability/Density
?
Individual Charging Point Operators
Geographical overview
Plugsurfing: Established Market
Plugsurfing: Currently Entering
Other countries with EV Market Share >1%
Plugshare & Chargepoint market
Moving forward
Introduction -> PlugSurfing -> Value Capture -> Competiton -> Future
Short Term
Increase market penetration in existing markets
Push for new customer acquisition
Geographic focus on Europe
Partnerships
• Leverage existing database
• Maximize value of services for customers
Surge Pricing – solution for high demand
In high demand, costs increase
Better rates from Electricity providers
After high demand, costs decrease
Source: Energy Defence Fund
Customer Acquisition & Retention
Combine or Link to Additional Services
Targeted marketing
Bundling with car sales & services
Competition & Business Model
Focus on service, not infrastructure
Potential for subscription based model
Competitors could present opportunities
Mid & Long Term
Focus on Data
Charging as a Service
B2B Charging Subscription
Data– key to longterm success
Strategic Control
Data to deliver morevalue than
competitors
Product development
Subscription
Charging as a service
New revenuestreams
Consumer behaviour for
OEMs
Usagepatterns for
governments
Charging as a Service
• Charging Points are expensive
• Lease charging points to home owners,shops, malls, parking lots
• Secure favorable rates through cooperation with utilities
• Use data for adaptive charging
B2B Subscription Models
Commercial EV-fleets will grow rapidly Rental companies
Taxi providers
Company fleets
Economical & Easy
Conclusion
• Fast growing market
• Need to focus on market penetration across Europe to achieve network effects
• Develop new partnerships
• Maintain control of Data
• Explore ‘charging as a service’ model
Q&A