The document discusses Estonia's plan to build an electric vehicle ecosystem. Key points: - Estonia received 507 Mitsubishi EVs in exchange for carbon credits and set up a nationwide charging network with 165 quick chargers. Grants of up to €18,000 were provided to encourage EV purchases. - The plan had three pillars: building a user base with demo EVs for social services; establishing charging infrastructure; and raising public awareness. - Careful planning over a year was required to determine use cases, technologies, locations and timelines for the charging network prior to installation. The network aimed to address range anxiety by placing quick chargers every 40-60km along major routes

1. Building
the
EV
ecosystem
for
Estonia

2. Background
• Estonian
government
decided
to
start
EV
program
in
early
2011
and
finance
it
through
selling
the
CO2
emission
quotas
to
Japanese
corpora>on
Mitsubishi
• The
program
included
three
pillars:
• 507
Mitsubishi
i-­‐Mievs
were
received
directly
in
exchange
for
carbon
credits
and
dedicated
to
be
used
in
social
services
• Ca
12MEUR
was
dedicated
to
set
up
the
na>onwide
EV
charging
infrastructure
• Ca
12
MEUR
was
dedicated
to
provide
direct
purchase
grants
for
EVs

3. Essen>als
of
ELMO
program
• Building
the
user
base
• SeOng
up
the
services
• Raising
the
awareness

4. Building
the
user
base
Demo
users
507
Mitsubishi
i-­‐Mievs
for
social
workers
• get
to
know
the
technology
• spread
the
word
• test
it
and
send
feedback

5. Building
the
user
base
Empower
the
car
buyers
Support
the
market
uptake
by
increasing
the
demand
for
EVs
Purchase
grant
-­‐
50%
of
car
price,
maximum
18
000
euros
in
return
of
the
usage
of
renewable
energy
only.
Earn
money
by
reducing
CO2

6. SeOng
up
the
services
Basic
service:
charging
at
home
everywhere
you
go
take
1000
euro
grant
to
set
up
the
proper
home
charging
solu>on
use
na>onwide
quick
charging
network
with
mobile
payments

7. SeOng
up
the
services
NaHonwide
quick
charging
network
165
DC
quick
chargers
installed
in
6
months
The
distance
between
quick
charging
points
is
40-­‐60
km.
Loca>ons:
parking
areas,
petrol
sta>ons,
cafes,
shops,
etc.
Project
start:
June
2011
Installa>on
start:
June
2012
Project
completed:
January
2013

8. THE
PLANNING
PHASE

9. Planning:
March
–
July
2011
• What
are
the
use
cases
for
various
needs
for
recharging
the
EV?
• What
are
the
charging
technology
choices?
• What
is
the
expecta>ons
for
the
service?
• What
kind
of
IT
infrastructure
we
need?
• Where
should
we
put
those
chargers?
• How
to
complete
the
project
in
18
months?

10. Principal
decisions
• It’s
going
to
be
a
“public
safety
network”
to
address
range
anxiety
• Single
operator/centrally
managed
business
structure
for
the
country
wide
network
• Procure
the
full
solu>on,
including
the
service,
from
single
consor>um
–
minimizes
the
risks
of
technological
incompa>bili>es

11. Possible
charging
use
cases
Public/shared
charger
Rou>ne
shared
charging
Pre-­‐
planned
charging
Emergency
charging
Travel
charging
Daily
office
charging
Daily
home
charging
Dedicated
charger
Unplanned
charging

12. 3
main
use-­‐cases
for
the
ELMO
charging
network
Emergency
charging
• Loca>ons
hard
to
predict
• Cover
the
main
routes
Shared
rou>ne
charging
• Loca>ons
easy
to
predict
• Follow
the
daily
rou>nes
Travel
charging
• Loca>ons
easier
to
predict
• Emphasize
tourist
routes

13. Use
cases
and
technology
op>ons
AC
Normal
6-­‐8h
AC
Fast
1-­‐2h
DC
superfast
20-­‐30min
Daily
office
charging
OK
Maybe
Not
OK
Daily
home
charging
OK
Maybe
Not
OK
Rou>ne
shared
charging
Maybe
Maybe
OK
Emergency
charging
Not
OK
Maybe
OK
Travel
charging
Not
ok
OK
OK

14. It
takes
>me
to
plan
the
network
It
took
roughly
one
year
to
be
ready
for
the
actual
building
works
Guidelines
Electricity
projects
Tech.
Spec.
Q2
2011
Q3
2011
Loca>ons
Q4
2011
Building
permits
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013

15. LOCATIONS

16. LOCATION
IS
EVERYTHING!
• Well,
almost
J
• Why
the
loca>ons
are
important?
• Hard
to
secure
them
• Difficult
to
change
them
later
• Your
business
is
directly
dependent
on
whether
you
hit
the
right
spot
in
city
or
road
• Problem:
nothing
to
rely
on,
because
you
cannot
count
on
the
exis>ng
traffic
data
too
much,
bamery
vehicles
are
just
too
different.

17. Simple
rules
• No
more
than
50-­‐60
km
between
quick
chargers
in
main
roads
• 1
quick
charger
for
towns
with
more
than
3000
inhabitants
• Almost
all
Estonian
towns,
because
somebody
drives
an
EV
there
someday
soon
• Ca
1
quick
charger
per
10
000
inhabitant
in
ci>es
with
more
than
10
000
inhabitant
• Because
there
is
sta>s>cal
chance
that
somebody
buys
an
EV
there

18. BUSINESS
MODEL

19. Assets
Services
Opera>ng
model
Private
operator,
selected
by
KredEx
for
5
years
Charger
control
and
maintenance
Business
services
Customer
support
Security
services
Asset
management
Owned
by
KredEx
Quick
chargers
Network
management
system
Loca>ons
for
chargers
High
power
grid
connec>ons
Intellectual
property

20. Pricing
FLEX
Monthly
fee
Pay
per
charge
Limits
0
EUR
5
EUR
No
limits
Combi
10
EUR
2,5
EUR
No
limits
Volume
30
EUR
0
EUR
150kWh/
month
1,2EUR
per
charge
aoer
that

21. Double-click
Delivered
by
to enter title
Double-click to enter text
Project
management,
hardware,
network
monitoring
sooware,
installa>on
www.abb.com

22. 24/7
customer
support
billing
management
network
monitoring
www.g4s.com

24. PREPARATION
AND
INSTALLATIONS

25. The
real
ac>on
• Two
separate
companies
to
do
the
real
installa>on
work
• Elektritsentrum
with
mul>ple
teams
to
prepare
the
loca>ons
(groundworks,
cables
from
connec>on
points,
founda>ons
for
QCs)
• ABB
with
mul>ple
teams
to
install
and
set
up
the
chargers
• Amazing
speed
of
deployment
• Building
of
the
loca>ons
started
in
September
2012
• The
network
was
completed
by
the
end
of
January
2013
(with
some
chargers
to
be
added
in
spring)

26. Behind
the
scenes
before
launch
• Training
of
the
customer
support
teams
• Development
of
business
rou>nes
• Analysing
early
sta>s>cs
to
model
pricing
packages
• Signing
the
electricity
purchase
contacts
• Developing
the
legal
side
of
the
service
• SeOng
up
the
pricing
solu>ons
• Tes>ng
IT
backend
• Managing
media
rela>ons
• Informing
the
possible
customers
of
network
status
• Etc
etc

27. DC
fast
charging
infrastructure
development
in
Europe
•
•
Weird
island
in
the
upper
right
corner
of
Europe
J
We
had
no
idea,
that
this
is
how
Europe
will
look
like
in
2013.

28. EV
driver
profile

29. Uptake
of
EVs
700
600
500
400
300
200
100
0
1994
2004
2005
2006
2008
2010
2011
2012
2013
Total
number
of
EVs
registered
in
Estonia
Number
of
EVs
owned
by
private
persons
or
companies
Government
purchase
had
significant
impact
on
kick-­‐star>ng
the
EV
market
in
Estonia.
657
EVs
registered
as
of
today.
Data
source:
Estonian
Road
Authority,
August
2013

30. The
brands
4
3
2
19
1
98
522
MITSUBISHI
NISSAN
MIA
MICRO-­‐VETT
PEUGEOT
CITROEN
DACIA
Mitsubishi
holds
the
nr.1
posi>on
thanks
to
government
purchases,
but
Nissan
dominates
private
purchases
Data
source:
Estonian
Road
Authority,
August
2013

31. User
profile
• 73%
of
drivers
are
women
• Roughly
200
EVs
are
owned
by
private
persons
or
companies.
• 49%
drive
in
rural
areas

32. Effect
of
winter
season
Other
season
Winter
0%
10%
Up
to
10km
20%
30%
10
to
20km
40%
50%
20
to
30km
60%
70%
30-­‐50km
80%
90%
More
than
50km
Average
daily
driving
distance
Data
source:
KredEx
survey,
May
2013
100%

33. Where
and
when
do
you
charge?
Over
night
at
home
16%
21%
62%
On
a
day
in
working
place
I
do
not
plan
ahead
Other
Majority
of
users
charge
at
home
Data
source:
KredEx
survey,
May
2013

34. Where
do
you
charge?
Private
users
Commercial
users
5%
76%
5%
9%
82%
Public
sector
users
3%
8%
All
5%
83%
4%
13%
0%
19%
0
6%
78%
20%
Quick
charger
Slow
charger
at
work
40%
60%
5%
80%
100%
Slow
charger
at
home
Other
Data
source:
KredEx
survey,
May
2013

35. Summary
• Estonian
EV
market
is
s>ll
dominated
by
government
fleet.
Private
market
is
just
picking
up
à
200
cars
in
18
months.
• Supply
of
EVs
s>ll
limited
–
lot
of
car
market
segments
uncovered.
• Winter
has
rather
strong
impact
on
daily
distances.
EV’s
need
to
improve
their
winter
readiness.
• Majority
of
drivers
rely
on
home
or
office
charging.

36. Public
infrastructure
Usage
of
quick
charging
network

37. Growth
of
quick
charging
Number
of
charging
sessions
per
month,
last
6
months
Usage
of
quick
charging
network
is
growing
quickly,
peaking
at
5674
sessions
in
August
Data
source:
KredEx,
August
2013

38. Uneven
distribu>on
Number
of
charging
sessions
per
month
per
charger
Usage
of
quick
charging
network
is
quite
uneven.
Data
source:
KredEx,
August
2013

39. Usage
rate
of
chargers
Total
dura>on
of
charging
sessions
in
August
by
chargers
Top
chargers
work
30-­‐93
hours
per
month
Data
source:
KredEx,
August
2013

40. Daily
charging
profile
Sessions
per
>me
of
a
day,
last
6
months
Quick
charging
peaks
during
lunch
>me
Data
source:
KredEx,
August
2013

41. Heatmap
of
QC
usage
/
september
2013

42. Summary
Growth
rate
last
3
months
above
30%
Important
growth
factors
–
fleet
users:
• Popularity
of
electric
taxis
• Launch
of
EV
car
sharing
program
The
future?
Part
of
naHonal
road
infrastructure
or
a
business
of
fuelling
the
motorists?

43. NOW!
in
the
EV
value
chain

44. NOW!
Innova>ons
-­‐
the
EV
charging
network
management
solu>on
Asset
management
Customer
relaHonship
management
Business
logic
development
Service
design
and
development

45. Suppor>ng
largest
quick
charging
networks
in
Europe
ELMO
network,
165
quick
chargers
Fastned,
ca
200
quick
chargers

46. Growing
list
of
industry
partnerships
Partnerships
with
charger
OEMs
Working
with
interoperability
plauorms
Photo
by
jonlclark,
Flickr

47. Thank
you!
Jarmo
Tuisk
Director,
electric
mobility
solu>ons
Mob:
+372
52
01443
Office:
+372
6
023
046
www.nowinnova>ons.com
jarmo.tuisk@nowinnova>ons.com