8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 1/8

Electric Vehicle InfrastructureRecommendations

Attn: CEO Shai Agassi

Note: most images are hyperlinks

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 2/8

better place runs on fundamentally

different technology than competitors:

 

  

¡  

  ¢  

  £     ¤  

¥  

¦  

§  

¥  

 ¥  

¤ ¤    £  

 

 ̈ 

 ©  

     

    

©    

Differentiating Factor:

Battery replacementP   TE    TED.

Advantages:

�Quick ref uel

�Service business model

�    o comm. infrastructure

Competitive Risk/Opportunity:

� Low.  

urrent tec  

nology ispatented 

�    isk of new battery replacement

tec    nologies process patents

weak

�Potential to take advantage of 

batteries on site to return energy

to grid

Differentiating Factor:

Vehicle to Grid

Advantages:

�Lowers electric cost

�Helps gain support from utilities

�Helps gain government grants

Competitive Risk:

� High.

  

pportunity f or new entryfrom suppliers and from 

competitors

Differentiating Factor:

Fleet f ocus

Advantages:

�Captive market

�Controlled environment

�Larger contracts

Competitive Risk:

� High.  

pportunity f or new entryfrom suppliers and from 

competitors

Each company is sufficiently diff erentiated in a gr

owing market t

oresult in verylow levels of rivalrybut thats not the only source of competitive rivalry

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 3/8

Major players are not currently in the

smart charging business, butWill th    l !   rg   r c " # $ ! %    i    s

%   t    r th    s # !   rt ch !   rgi %   g

l !   y    r?

G %   

r!  

l El  

ctric (i.  

. 500lbG "   rill !   ) is !   lr

! &  y sh"   wi %   g

sig %   s th !   t it will, b '   t

si # '   lt ! % " '    sly h !   s !    

$ !  rt

%   rshi $   with B    tt   r

Pl !   c    , is this !   risk?

Will GE sw !   ll "   w B   tt   rPl !   c   

"   r r $  

l !   c    th #   

lik   with th     

Micr"  

s"  

ft-S  

g!  

 $ !  

rt%   

rshi$  

?

GE Watt 

Station 

Source:(  

avid J. Leeds, The Smart )   rid in 2010:Market Segments, Applications & Industry 0   layer. )   TM Research, 2010

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 4/8

Major strategy concerns:

A. Maintain cost competitiveness

. ont get locked out by other technologies

C. ont alienate customers while protecting yourbusiness

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 5/8

Maintain position and grow: concepts

artner with major car companies/ other majorplayers to gain vicarious network effects

artnerships should not disclose core technologiesso as to prevent partner invasion of business model

artner

artner on standards for physical chargers, softwareplatforms, communication, application capabilities

EstablishStandards

Ensure interoperability when there is a risk of 

lockout but prevent it when there is notessentialitems can be interoperable but servicedifferentiators should not be

SelectInteroperability

Results in customer preference to use partnercharging stations but doesnt prevent using thirdparty stations when required

StrategicAdvantage

Convenience A 1   Is

would have to do with

customer utilities like

tracking how much

youve spent on

electricity, measuringand reporting your gas

mileage, tracking

vehicle health records,

etc.

2   etter1   lace

partnerships

with Renault-

Nissan and

Chery

automotive area strong start

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 6/8

Maintain position and grow: examples

Key to partnership is gaining exclusives and crowding out competitors

artner with smart grid to return energy to grid during peak load timesfor cost advantage

artner

e a universal receiver but not a universal donor make betterplacepartner vehicles accept alternative charging, but prevent other forms of battery replacement

EstablishStandards

Make physical charger and communication interoperable, but prevent fullaccess to convenience apis by non-partner companies for securityreasonsSelectInteroperability

Cost advantage from returning power to grid regularly

Creates strong niche market even after patents expire customers haveease of use maintaining preference for betterplace

etterplace technology is a complement not a competitor reducing rivalry

Strategic

Advantage

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 7/8

APPEN IX

8/7/2019 Electric Vehicle Infrastructure Presentation Final

http://slidepdf.com/reader/full/electric-vehicle-infrastructure-presentation-final 8/8

Factors influencing industry strategy:

Source: Neel Madhvani