FROM INFRASTRUCTURE TO ECO-SYSTEM: EV CAR SHARING IN ESTONIA Jarmo Tuisk Director, e-mobility solutions, NOW! Innovations

BUILDING BLOCKS OF ELMO PROGRAM

CHARGING INFRA-

STRUCTURE

PURCHASE INCENTIVES

AWARENESS RAISING

HOW TO TRIGGER THE EV UPTAKE?

TOTAL NUMBER OF EVS REGISTERED IN ESTONIA NUMBER OF EVS OWNED BY PRIVATE PERSONS OR COMPANIES (GOVERNMENT FLEET EXCLUDED)

Data source: Estonian Road Authority, October 2013

0

100

200

300

400

500

600

700

800

1994 2004 2005 2006 2008 2010 2011 2012 2013

DEALING WITH THE NEW BARRIERS

DISTRUST TOWARDS THE EV AND

BATTERY TECHNOLOGY

DISTRUST TOWARDS THE (QUICK)

CHARGING TECHNOLOGY

SILVER BULLET?

MIX OF TECHNOLOGIES HAD TO BE DEPLOYED TO OVERCOME BARRIERS

FULL MARKETING MIX

PUBLIC RELATIONS MANAGEMENT

SURVEYS AND ANALYSIS

EXPERIENCE SHARING

EXPERIENCE SHARING WITH REASONABLE COSTS

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

EASY FOR YOUR PERSONAL BUDGET

SERVICE DESIGN LOWER THE

BARRIERS

REDUCE THE LEARNING

CURVE

BALANCE RISKS

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!

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.

RISK BALANCING IN SELF-SERVICE MODEL

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

RISKS SOLUTIONS

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

SYNERGY WITH THE CHARGING INFRA-STRUCTUTRE

ADOPTION AND USAGE

LESSONS LEARNED FROM TELECOM YOU CAN INCREASE THE USAGE OF INFRASTRUCTURE THEN YOU HAVE MORE INTEGRATED SERVICES

0

200

400

600

800

1000

1200

1400

1600

1800

23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43

WEEKLY CHARGING SESSIONS

TOTAL

RENTAL

ADOPTION AND USAGE

LESSONS LEARNED IF YOU HAVE A GOOD INFRASTRUCTURE YOU CAN SELL MORE OF YOUR SERVICE

HEATMAP OF CHARGING SESSIONS BY ELMO RENT CARS

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

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