The document discusses various business models for electric vehicle charging infrastructure and services. It describes models such as an urban network provider that allows charging anywhere, a smart home charging solution provider, a mobility insurance provider that ensures access to charging on the road, and a mobile emergency charging service. It provides examples of these models being implemented in different countries and discusses their value propositions, target customer segments, revenue models, and key resources.

1. Jarmo Tuisk
Director,
electric mobility solutions
NOW! Innovation
July, 2013

2. Understanding the customer

3. 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 90
percent reported they had
access to free charging

4. 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

5. 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
Background
There 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

6. User profile: Estonia
0% 20% 40% 60% 80% 100%
All
Public sector users
Commercial users
Private users
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

7. Understanding the technology options and implications

8. 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-streeton-streetHighway
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

9. 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

10. 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.
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
1 2 3 4 5 6 7
Data courtesy of KredEx, usage of quick charging network, January-July 2013
Months: January – July 2013

11. 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.
10.00
15.00
20.00
25.00
30.00
35.00
40.00
2 3 4 5 6
Months: February – June 2013

12. Examples of early business models in the EV charging

13. 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

14. Urban network provider model
Focus customer segmentValue proposition
Key resources and costs Revenue models
Charge everywhere
Competitive pricing
On-street parking EV owners
Subscriptions/Pay-as-you-go
Revenue sharing/fixed fee with
charge point owner
(Low-cost) charging equipment
Parking places
Access to (the existing) electricity
distribution

15. 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

16. Smart home charging solution model
Focus customer segmentValue proposition
Key resources and costs Revenue model
Convenient set-up of home charger
Controllable, competitive rates
Off-street parking EV owners
Premium electricity tariffs
Subscriptions
Smart home charging equipment
Access to the customer(s or their
data)

17. 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.

18. 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

19. Mobility insurance model
Focus customer segmentValue proposition
Key resources and costs Revenue model
Avoid range anxiety
Everywhere on the road
Commuters
Long-range EV drivers
Subscriptions
Premium charging rates
Roaming fees
OEM-financing
Quick chargers/battery swap stations
High-power electricity connections
Roaming partnerships
Charging stations

20. 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.
Pricing
Monthly fees from 0-30 EUR
Pay-per-charge from 1,2EUR to
5EUR

21. 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.

22. 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/travellers
OEMs
Pay-per-call
“Insurance subscriptions”
OEM insurance payments
Mobile quick charging equipment
24/7 customer help desk/operation
center

23. 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.

24. 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.

25. Mr. Jarmo Tuisk
Director, electric mobility solutions
Mob: +372 52 01443
Office: +372 6 023 046
www.nowinnovations.com
jarmo.tuisk@nowinnovations.com
Contacts