Estonia has implemented an electric vehicle (EV) car sharing program called ELMO to promote EV adoption. ELMO allows users to rent EVs by the hour and return them to any hotspot in Tallinn or Tartu. It aims to overcome distrust in EV technology through hands-on experience with the cars. The program has 24 EVs available and uses a mobile phone-based access system with no keys to lower barriers. Car sharing increases usage of EV charging infrastructure and promotes the overall ecosystem needed for electric mobility.

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