FROM
INFRASTRUCTURE TO
ECO-SYSTEM: EV CAR
SHARING IN ESTONIA

Jarmo Tuisk
Director, e-mobility solutions, NOW!
Innovations
BUILDING
BLOCKS OF
ELMO
PROGRAM

CHARGING
INFRASTRUCTURE

AWARENESS
RAISING

PURCHASE
INCENTIVES
HOW TO
TRIGGER THE
EV UPTAKE?

800

TOTAL NUMBER OF EVS
REGISTERED IN ESTONIA

700
600
500

400
300
200
100

0
1994 2004 2...
DEALING
WITH THE
NEW
BARRIERS

DISTRUST TOWARDS THE EV AND
BATTERY TECHNOLOGY
DISTRUST TOWARDS THE (QUICK)
CHARGING TECHNO...
SILVER
BULLET?

MIX OF TECHNOLOGIES HAD TO BE
DEPLOYED TO OVERCOME BARRIERS
FULL MARKETING MIX
PUBLIC RELATIONS MANAGEMENT...
EXPERIENCE
SHARING WITH
REASONABLE
COSTS

CAR SHARING – THE METHOD OF
PROMOTING THE EV’S AND DEAL
WITH DISTRUST ISSUES.
EA...
SERVICE
DESIGN

LOWER THE
BARRIERS

BALANCE
RISKS

REDUCE THE
LEARNING
CURVE
SELF-SERVICE: PARTNERSHIP WITH THE
CUSTOMER IN THE NEW LEVEL
SIMPLE SUBSCRIPTION OVER THE WEB
IMMEDIATE ACTIVATION OF ACCO...
MOBILE PHONE – YOUR KEY TO THE CAR
LESSONS FROM PREVIOUS EXPERIENCE - MORE THAN 95%
OF ESTONIAN USE MOBILE PHONE FOR PARKI...
RISK BALANCING IN SELF-SERVICE MODEL

RISKS

SOLUTIONS

TRAFFIC HAZARDS
USER MISBEHAVIOUR
CREDIT RISKS
FRAUD & THEFT
…

ID...
KEY FEATURES OF ELMO CAR SHARING
24 CARS: 16 NISSAN LEAFS, 8 MITSUBISHI I-MIEVS
RENT AND RETURN FROM/TO ANY HOTSPOT IN TAL...
SYNERGY
WITH THE
CHARGING
INFRASTRUCTUTRE
ADOPTION
AND USAGE

1800

WEEKLY
CHARGING
SESSIONS

1600
1400
1200
1000
800

TOTAL

600

RENTAL

400
200
0
23 24 25 26 27 ...
ADOPTION
AND USAGE
HEATMAP OF
CHARGING
SESSIONS BY
ELMO RENT
CARS

LESSONS LEARNED
IF YOU HAVE A GOOD INFRASTRUCTURE YOU
C...
SUMMARY

CAR SHARING IS FOR SHARING THE EV
EXPERIENCE
IT FITS WELL INTO THE OVERALL IDEA TO
PROMOTE EV’S
TO MAKE IT POPULA...
THANK YOU!

JARMO TUISK
Director, electric mobility solutions
NOW! INNOVATIONS
Mob

+372 52 01443

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Estonian experiences in car sharing projects

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Estonian experiences in car sharing projects

  1. 1. FROM INFRASTRUCTURE TO ECO-SYSTEM: EV CAR SHARING IN ESTONIA Jarmo Tuisk Director, e-mobility solutions, NOW! Innovations
  2. 2. BUILDING BLOCKS OF ELMO PROGRAM CHARGING INFRASTRUCTURE AWARENESS RAISING PURCHASE INCENTIVES
  3. 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. 4. DEALING WITH THE NEW BARRIERS DISTRUST TOWARDS THE EV AND BATTERY TECHNOLOGY DISTRUST TOWARDS THE (QUICK) CHARGING TECHNOLOGY
  5. 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. 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. 7. SERVICE DESIGN LOWER THE BARRIERS BALANCE RISKS REDUCE THE LEARNING CURVE
  8. 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. 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. 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. 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. 12. SYNERGY WITH THE CHARGING INFRASTRUCTUTRE
  13. 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. 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. 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. 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
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