Building	
  the	
  EV	
  
ecosystem	
  for	
  
Estonia	
  
Background	
  

•  Estonian	
  government	
  decided	
  to	
  start	
  
EV	
  program	
  in	
  early	
  2011	
  and	
  fina...
Essen>als	
  of	
  
ELMO	
  
program	
  

•  Building	
  the	
  user	
  base	
  
•  SeOng	
  up	
  the	
  services	
  
•  ...
Building	
  the	
  user	
  base	
  
Demo	
  users	
  
507	
  Mitsubishi	
  i-­‐Mievs	
  for	
  
social	
  workers	
  
•  g...
Building	
  the	
  user	
  base	
  
Empower	
  the	
  car	
  
buyers	
  
	
  
Support	
  the	
  market	
  uptake	
  
by	
 ...
SeOng	
  up	
  the	
  services	
  

Basic	
  service:	
  charging	
  
at	
  home	
  

everywhere	
  you	
  go	
  

	
  

	...
SeOng	
  up	
  the	
  services	
  

NaHonwide	
  quick	
  
charging	
  network	
  
165	
  DC	
  quick	
  chargers	
  insta...
THE	
  PLANNING	
  PHASE	
  
Planning:	
  
March	
  –	
  July	
  
2011	
  

•  What	
  are	
  the	
  use	
  cases	
  for	
  various	
  needs	
  
for	
 ...
Principal	
  
decisions	
  

•  It’s	
  going	
  to	
  be	
  a	
  “public	
  safety	
  
network”	
  to	
  address	
  range...
Possible	
  charging	
  use	
  cases	
  
Public/shared	
  charger	
  
Rou>ne	
  shared	
  
charging	
  

Pre-­‐	
  
planne...
3	
  main	
  use-­‐cases	
  for	
  the	
  ELMO	
  charging	
  
network	
  
Emergency	
  charging	
  

•  Loca>ons	
  hard	...
Use	
  cases	
  and	
  technology	
  op>ons	
  
AC	
  Normal	
  
6-­‐8h	
  

AC	
  Fast	
  
1-­‐2h	
  

DC	
  superfast	
 ...
It	
  takes	
  >me	
  to	
  plan	
  the	
  network	
  
It	
  took	
  roughly	
  one	
  year	
  to	
  be	
  ready	
  for	
 ...
LOCATIONS	
  
LOCATION	
  IS	
  
EVERYTHING!	
  

•  Well,	
  almost	
  J	
  
•  Why	
  the	
  loca>ons	
  are	
  important?	
  
•  Har...
Simple	
  rules	
  

•  No	
  more	
  than	
  50-­‐60	
  km	
  between	
  quick	
  
chargers	
  in	
  main	
  roads	
  
• ...
BUSINESS	
  MODEL	
  
Assets	
  

Services	
  

Opera>ng	
  model	
  
Private	
  operator,	
  selected	
  by	
  KredEx	
  for	
  5	
  years	
  
...
Pricing	
  
FLEX	
  

Monthly	
  fee	
  
Pay	
  per	
  charge	
  
Limits	
  

	
  
0	
  EUR	
  
	
  
5	
  EUR	
  
	
  
No	...
Double-click
Delivered	
  by	
   to enter title
Double-click to enter text

Project	
  management,	
  hardware,	
  network...
24/7	
  customer	
  support	
  
billing	
  management	
  
network	
  monitoring	
  
	
  
www.g4s.com	
  
PREPARATION	
  AND	
  INSTALLATIONS	
  
The	
  real	
  
ac>on	
  

•  Two	
  separate	
  companies	
  to	
  do	
  the	
  real	
  
installa>on	
  work	
  
•  Elekt...
Behind	
  the	
  
scenes	
  
before	
  
launch	
  

•  Training	
  of	
  the	
  customer	
  support	
  teams	
  
•  Develo...
DC	
  fast	
  charging	
  infrastructure	
  development	
  
in	
  Europe	
  
• 
• 

Weird	
  island	
  in	
  the	
  upper	...
EV	
  driver	
  profile	
  
Uptake	
  of	
  
EVs	
  

700	
  
600	
  
500	
  
400	
  
300	
  
200	
  
100	
  
0	
  
1994	
   2004	
   2005	
   2006	
 ...
The	
  brands	
  

4	
   3	
  2	
  

19	
  

1	
  

98	
  

522	
  

MITSUBISHI	
  
NISSAN	
  
MIA	
  
MICRO-­‐VETT	
  
PE...
User	
  profile	
  

•  73%	
  of	
  drivers	
  are	
  women	
  
•  Roughly	
  200	
  EVs	
  are	
  owned	
  by	
  private	...
Effect	
  of	
  
winter	
  
season	
  

Other	
  season	
  

Winter	
  

0%	
  

10%	
  

Up	
  to	
  10km	
  

20%	
  

30...
Where	
  and	
  
when	
  do	
  you	
  
charge?	
  

Over	
  night	
  at	
  home	
  

16%	
  
21%	
  

62%	
  

On	
  a	
  ...
Where	
  do	
  
you	
  charge?	
  

Private	
  users	
  
Commercial	
  users	
  

5%	
  

76%	
  

5%	
   9%	
  

82%	
  
...
Summary	
  

•  Estonian	
  EV	
  market	
  is	
  s>ll	
  dominated	
  by	
  
government	
  fleet.	
  Private	
  market	
  ...
Public	
  
infrastructure	
  
Usage	
  of	
  quick	
  charging	
  
network	
  
Growth	
  of	
  
quick	
  
charging	
  

Number	
  of	
  
charging	
  sessions	
  
per	
  month,	
  last	
  6	
  
months	
...
Uneven	
  
distribu>on	
  

Number	
  of	
  
charging	
  sessions	
  
per	
  month	
  per	
  
charger	
  

Usage	
  of	
  ...
Usage	
  rate	
  of	
  
chargers	
  

Total	
  dura>on	
  of	
  
charging	
  sessions	
  
in	
  August	
  by	
  
chargers	...
Daily	
  
charging	
  
profile	
  

Sessions	
  per	
  >me	
  
of	
  a	
  day,	
  last	
  6	
  
months	
  

Quick	
  chargi...
Heatmap	
  of	
  
QC	
  usage	
  /	
  
september	
  
2013	
  
Summary	
  

Growth	
  rate	
  last	
  3	
  months	
  above	
  30%	
  
Important	
  growth	
  factors	
  –	
  fleet	
  user...
NOW!	
  in	
  the	
  EV	
  	
  
value	
  chain	
  
NOW!	
  Innova>ons	
  -­‐	
  	
  
the	
  EV	
  charging	
  
network	
  
management	
  
solu>on	
  

Asset	
  
management	
...
Suppor>ng	
  largest	
  quick	
  charging	
  networks	
  in	
  
Europe	
  
ELMO	
  network,	
  165	
  quick	
  chargers	
 ...
Growing	
  list	
  of	
  industry	
  partnerships	
  
Partnerships	
  with	
  charger	
  OEMs	
  

Working	
  with	
  inte...
Thank	
  you!	
  

Jarmo	
  Tuisk	
  
Director,	
  electric	
  mobility	
  solu>ons	
  
Mob:

	
  	
  	
  	
  	
  	
  +372...
Presentation for the delegation of Finnish tech journalists about Estonian EV ecosystem 2013 nov
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EV Ecosystem in Estonia and quick charging infrastructure

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Presentation for the delegation of Finnish tech journalists about Estonian EV ecosystem 2013 nov

  1. 1. Building  the  EV   ecosystem  for   Estonia  
  2. 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. 3. Essen>als  of   ELMO   program   •  Building  the  user  base   •  SeOng  up  the  services   •  Raising  the  awareness  
  4. 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. 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. 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. 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. 8. THE  PLANNING  PHASE  
  9. 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. 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. 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. 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. 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. 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. 15. LOCATIONS  
  16. 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. 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. 18. BUSINESS  MODEL  
  19. 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. 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. 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. 22. 24/7  customer  support   billing  management   network  monitoring     www.g4s.com  
  23. 23. PREPARATION  AND  INSTALLATIONS  
  24. 24. 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)  
  25. 25. 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  
  26. 26. 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.  
  27. 27. EV  driver  profile  
  28. 28. 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  
  29. 29. 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  
  30. 30. User  profile   •  73%  of  drivers  are  women   •  Roughly  200  EVs  are  owned  by  private   persons  or  companies.   •  49%  drive  in  rural  areas  
  31. 31. 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%  
  32. 32. 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  
  33. 33. 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  
  34. 34. 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.    
  35. 35. Public   infrastructure   Usage  of  quick  charging   network  
  36. 36. 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  
  37. 37. Uneven   distribu>on   Number  of   charging  sessions   per  month  per   charger   Usage  of  quick  charging  network  is  quite   uneven.       Data  source:  KredEx,  August  2013  
  38. 38. 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  
  39. 39. Daily   charging   profile   Sessions  per  >me   of  a  day,  last  6   months   Quick  charging  peaks  during  lunch  >me     Data  source:  KredEx,  August  2013  
  40. 40. Heatmap  of   QC  usage  /   september   2013  
  41. 41. 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?    
  42. 42. NOW!  in  the  EV     value  chain  
  43. 43. NOW!  Innova>ons  -­‐     the  EV  charging   network   management   solu>on   Asset   management   Customer   relaHonship   management   Business   logic   development   Service   design  and   development  
  44. 44. Suppor>ng  largest  quick  charging  networks  in   Europe   ELMO  network,  165  quick  chargers   Fastned,  ca  200  quick  chargers  
  45. 45. Growing  list  of  industry  partnerships   Partnerships  with  charger  OEMs   Working  with  interoperability  plauorms   Photo  by  jonlclark,  Flickr  
  46. 46. 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    

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