Date post: | 13-Sep-2014 |
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Emerging business models
of EV chargingJarmo Tuisk
Director, electric mobility solutions
NOW! Innovation
July, 2013
Understanding the customer
Among other EV related issues the participants were asked whether or not they had access to workplace and public charging and whether or not they currently pay for charging.
User profile: California
Access to the EV charging infrastructure
Source: California Plug-in Vehicle Owner Survey, California Center for Sustainable Energy, 2012
PEV owners access to free or paid chargingAbout 70% of respondents reported having access to either workplace or public charging or both). Of these, about 90percent reported they had access to free charging
They were then asked how much they would be willing to pay. Specifically, PEV owners were asked — for charging at Level 2 and DC fast charging — how much they would pay to charge their PEV under the following “charging needs scenarios”.
User profile: California
Willingness to pay for charging
Source: California Plug-in Vehicle Owner Survey, California Center for Sustainable Energy, 2012
Stated willingness to pay for Level 2 and DC fast charging under three “charging needs scenarios”
Users are ready to pay significantly more for DC fast charging, especially under critical circumstances
User profile: Estonia
62%21%
16%Over night at home
On a day in working place
I do not plan ahead
Other
Data: KredEx, survey of Estonian EV users, 427 respondents, May 2013
BackgroundThere is extensive quick charging network with over 160 charging points, over 500 commercial dedicated chargers and over 150 dedicated home EVSEs.
Estonian electromobility program provided over 500 EV’s for public services (social workers) and more than 160 purchase grants for private and commercial EV buyers.
When do you charge your EV? 62% of respondents charge their car over night at home.
The survey was commissioned two months after the nation-wide quick charging network was launched. That may explain why 16% of users do not plan their charging ahead.
Map of Estonian Quick Chargers
User profile: Estonia
All
Public sector users
Commercial users
Private users
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
4%
3%
5%
5%
13%
8%
9%
76%
78%
83%
82%
19%
5%
6%
5%
0%
Quick charger Slow charger at home Slow charger at work Other
Where do you charge your EV most often?
Data: KredEx, survey of Estonian EV users, 427 respondents, May 2013
Majority of EV owners charge their cars at home or at office.
5% of private EV owners said that they mostly use public quick chargers to re-charge their EV.
Electric taxi in Tartu, Estonia
Understanding the technology options and implications
When, where and how?
Depending on the duration of charging session and location there’s multitude of technology choices available
Overnight charging 1-4h stop Quick stop
Off-
stre
eton
-str
eet
Hig
hway
Dedicated slow charging solutions
Quick charging solutions
Battery swapping solutions
Shared street charging solutions
Dedicated semi-fast charging solutions
Users’ willingness to pay extra for charging the EV
If speed is the key – what is the solution?
Slow charging Semi-fast charging Quick charging Battery swap
3kW
6kW
22kW
50kW
X kW
8 hours
4 hours
1 hour
30 minutes
5 minutes
Theoretical speed of charging of average EV with 24Wh battery
Speed of charging in real life
Average speed of charging in DC quick chargers in Estonia kWh/min (JAN-JULY 2013)
The actual speed of quick charging is between 0,27-0,4 kWh per minute.
Compare it to the 0,05kWh per minute in slow charging.
During spring-summer period the speed of charging is faster. The average speed is influenced mainly by the battery temperature and start and end SOC’s.
1 2 3 4 5 6 70.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
Data courtesy of KredEx, usage of quick charging network, January-July 2013
Months: January – July 2013
How long people stay in quick charging points?
Average duration of charging sessions per month, Estonia minutes (FEB-JUN 2013)
People do not want full charge from the quick chargers, just enough to reach their destination.
In summer time it just takes less energy to reach the destination.
2 3 4 5 610.00
15.00
20.00
25.00
30.00
35.00
40.00
Months: February – June 2013
Examples of early business models in the EV charging
EV charging service provider strategies
Mobility insurance
Smart home charging solutions
Focus on energy delivery Focus on mobility
Shared infrastructure
Private infrastructure
Urban network provider
Mobile emergency charging solutions
Urban network provider model
Focus customer segmentValue proposition
Key resources and costs Revenue models
Charge everywhereCompetitive pricing
On-street parking EV owners
Subscriptions/Pay-as-you-goRevenue sharing/fixed fee with charge point owner
(Low-cost) charging equipment Parking placesAccess to (the existing) electricity distribution
UK: Charge your car
Charge Your Car was launched in 2010 in the North East of England. Enables drivers of plug-in electric vehicles to roam across the UK and recharge on a pay-as-you-go basis.
Pricing: some points are free-of-charge, some are pay-to-use (4-6 EUR per charge).
Revenue model: annual fee per charge point from the point owner
Smart home charging solution model
Focus customer segmentValue proposition
Key resources and costs Revenue model
Convenient set-up of home chargerControllable, competitive rates
Off-street parking EV owners
Premium electricity tariffsSubscriptions
Smart home charging equipmentAccess to the customer(s or their data)
UK: British Gas
British Gas offers free electric vehicle charging equipment for EV owners across UK.
The revenue is expected to come from special EV charging tariff.
Denmark: Clever home charging
Clever provides smart home charging equipment for its customers on subscription base or for sale.
With Danish government incentives you’ll receive 0,13 EU per kWh back, if you subscribe to service.
Pricing of subscription: 40 EUR per month
Mobility insurance model
Focus customer segmentValue proposition
Key resources and costs Revenue model
Avoid range anxietyEverywhere on the road
CommutersLong-range EV drivers
SubscriptionsPremium charging ratesRoaming feesOEM-financing
Quick chargers/battery swap stationsHigh-power electricity connectionsRoaming partnershipsCharging stations
Estonia: ELMO network
ELMO operates nation wide quick charging network with 163 quick chargers.
Owned by the government, it operates as a business entity. It’s mission is to provide “safety network” to drive long-distances around Estonia.
PricingMonthly fees from 0-30 EURPay-per-charge from 1,2EUR to 5EUR
US: Tesla Supercharger network
The luxury-EV manufacturer Tesla is building it’s own supercharger network across the USA to provide the opportunity to charge on the road. Charging for Tesla Model S owners is free.
Mobile emergency charging model
Focus customer segmentValue proposition
Key resources and costs Revenue model
Help on the road, no matter where Long-range EV drivers/travellersOEMs
Pay-per-call“Insurance subscriptions”OEM insurance payments
Mobile quick charging equipment24/7 customer help desk/operation center
Japan: mobile quick charging
Nissan and the Japan Automobile Federation (JAF) developed a joint trial operation of a roadside service vehicle equipped with a charger to assist electric vehicles (EVs) which run out of battery power.
The project is sponsored by Nissan.
NOW! Smart business solutions for EV charging
NOW! Innovations provides software solutions for EV charging network management, including customer relationship management, flexible user interfaces and interoperability, business logic and billing and payment.
Mr. Jarmo Tuisk
Director, electric mobility solutions
Mob: +372 52 01443
Office: +372 6 023 046
www.nowinnovations.com
Contacts