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Estonian experiences in car sharing projects

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  • 1. FROM INFRASTRUCTURE TO ECO-SYSTEM: EV CAR SHARING IN ESTONIA Jarmo Tuisk Director, e-mobility solutions, NOW! Innovations
  • 2. BUILDING BLOCKS OF ELMO PROGRAM CHARGING INFRASTRUCTURE AWARENESS RAISING PURCHASE INCENTIVES
  • 3. HOW TO TRIGGER THE EV UPTAKE? 800 TOTAL NUMBER OF EVS REGISTERED IN ESTONIA 700 600 500 400 300 200 100 0 1994 2004 2005 2006 2008 2010 2011 2012 2013 Data source: Estonian Road Authority, October 2013 NUMBER OF EVS OWNED BY PRIVATE PERSONS OR COMPANIES (GOVERNMENT FLEET EXCLUDED)
  • 4. DEALING WITH THE NEW BARRIERS DISTRUST TOWARDS THE EV AND BATTERY TECHNOLOGY DISTRUST TOWARDS THE (QUICK) CHARGING TECHNOLOGY
  • 5. SILVER BULLET? MIX OF TECHNOLOGIES HAD TO BE DEPLOYED TO OVERCOME BARRIERS FULL MARKETING MIX PUBLIC RELATIONS MANAGEMENT SURVEYS AND ANALYSIS EXPERIENCE SHARING
  • 6. EXPERIENCE SHARING WITH REASONABLE COSTS CAR SHARING – THE METHOD OF PROMOTING THE EV’S AND DEAL WITH DISTRUST ISSUES. EASY FOR YOUR PERSONAL BUDGET
  • 7. SERVICE DESIGN LOWER THE BARRIERS BALANCE RISKS REDUCE THE LEARNING CURVE
  • 8. SELF-SERVICE: PARTNERSHIP WITH THE CUSTOMER IN THE NEW LEVEL SIMPLE SUBSCRIPTION OVER THE WEB IMMEDIATE ACTIVATION OF ACCOUNT FIND THE CAR ON THE MAP AND OFF YOU GO!
  • 9. MOBILE PHONE – YOUR KEY TO THE CAR LESSONS FROM PREVIOUS EXPERIENCE - MORE THAN 95% OF ESTONIAN USE MOBILE PHONE FOR PARKING . IT’S JUST SO CONVENIENT. MOBILE PHONE ACTS AS A KEY TO THE CAR. NO NEED TO DISTRIBUTE ANYTHING (KEYS, RFID-CARDS) TO THE USERS. LIMITS THE LEARNING CURVE SIGNIFICANTLY.
  • 10. RISK BALANCING IN SELF-SERVICE MODEL RISKS SOLUTIONS TRAFFIC HAZARDS USER MISBEHAVIOUR CREDIT RISKS FRAUD & THEFT … ID-CARD BASED IDENTITY RECOGNITION AUTOMATIC LICENSE VERIFICATION 24/7 FLEET MONITORING OVER THE TELEMATICS HUMAN-READABLE MANUALS, RULES AND TERMS INSURANCE COUNTRY-WIDE SERVICE TEAMS
  • 11. KEY FEATURES OF ELMO CAR SHARING 24 CARS: 16 NISSAN LEAFS, 8 MITSUBISHI I-MIEVS RENT AND RETURN FROM/TO ANY HOTSPOT IN TALLINN OR TARTU POST-PAID, MONTHLY BILLING MOBILE ACCESS CHARGING INCLUDED LIVE SINCE AUGUST 2013 1. HOUR 6 EUR 2.-X HOUR 3 EUR/H 24 HOUR 30 EUR
  • 12. SYNERGY WITH THE CHARGING INFRASTRUCTUTRE
  • 13. ADOPTION AND USAGE 1800 WEEKLY CHARGING SESSIONS 1600 1400 1200 1000 800 TOTAL 600 RENTAL 400 200 0 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 LESSONS LEARNED FROM TELECOM YOU CAN INCREASE THE USAGE OF INFRASTRUCTURE THEN YOU HAVE MORE INTEGRATED SERVICES
  • 14. ADOPTION AND USAGE HEATMAP OF CHARGING SESSIONS BY ELMO RENT CARS LESSONS LEARNED IF YOU HAVE A GOOD INFRASTRUCTURE YOU CAN SELL MORE OF YOUR SERVICE
  • 15. SUMMARY CAR SHARING IS FOR SHARING THE EV EXPERIENCE IT FITS WELL INTO THE OVERALL IDEA TO PROMOTE EV’S TO MAKE IT POPULAR, THE SERVICE DESIGN IS ESSENTIAL CAR SHARING AND OTHER MOBILITY SERVICES INCREASE THE VALUE OF THE INFRASTRUCTURE
  • 16. THANK YOU! JARMO TUISK Director, electric mobility solutions NOW! INNOVATIONS Mob +372 52 01443 More slideshows: slideshare.net/jarmotuisk www.nowinnovations.com jarmo.tuisk@nowinnovations.com