business models for electric vehicle charging stations - opconnect presentation at southeast...
TRANSCRIPT
www.opconnect.com
A Smarter, Cleaner, Greener Future™
EV Charging Infrastructure
Business Models
bitly.com/opc-altfuelexpo
www.opconnect.com Copyright © 2014 OpConnect, LLC
About OpConnect
Minority- and Veteran-owned
Networked EV charging stations
designed and manufactured in U.S.
Provide networking services for alt-
fuel infrastructure
10+ years developing comms and
security software for transportation
& aviation industries
GSA-listed product and vendor
Manages 500 charging spots
throughout the U.S.
Member of Open Charge Alliance,
and develop team for Open Smart
Charging protocol
www.opconnect.com Copyright © 2014 OpConnect, LLC
OpConnect Stations
Differentiators:
Credit Card Reader
15” touchscreen
EV reservation & queuing system
OCPP compliant
Surveillance camera
Load Control/Building Energy Management
Integration
Cord Management System
Solar power complement
Network Client Kit (network dumb stations)
Stations are a platform for other apps,
including parking meters, retail reviews,
host businesses, car/bike sharing programs
3
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A Business Model For Whom?
EV Driver
Service Provider
Owner of the Station
(business, city, etc.)
Electricity Provider/Utility
EV OEM
EVSE Vendor
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EV Charging Station Market
21,300 charging ports
(AFDC)
12:1 PEVs to EVSE
What is the right ratio?
National Research
Council assumed 1
public port per 2.5 EVs
California forecasts need
for about 100-200k
charging ports for Public
& Workplace charging by
2025 to support EV
adoption/environmental
goals
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Electric Vehicle Driver Demographics
$110k+ income (twice U.S. avg.)
80% own a smartphone
77% have a 4-year degree or higher
Early adopters
Tech friendly
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Crystal Ball Factors
Current and future consumer
demand changes one way or the
other
Range for vehicles dramatically
changes
Technology leap frogs, and we’re
all riding space ships in a couple of
years
Regulatory requirements
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EVSE Vendors
Type
Level 1
Level 2
DCFC
Smart/Dumb
HW/SW
OEM/Service Provider
Location
Home
Work
Public
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Option: Just sell the hardware
Works well enough if you can
drive down manufacturing
costs
Low costs = no-frills stations
Works for scenarios such as
home charging and some
workplace or fleet charging
Challenge: margins are can be
slim and you’ll need to sell a
lot. It is also a one-time
transaction
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Option: User Fees/Subscriptions
User fees can be based on connected or
charging time, kWh received, or other factors
The rates range between $0.49 per kilowatt-
hour to $1/hr to $3/hr for Level 2; and $3.50
to $8 hour or session for DCFC
Subscriptions offer user groups unlimited
usage for a set monthly fee.
Subscription fees vary around $20/month
Challenge:
Need to manage stations that will be
utilized at an acceptable rate, which may
not address all driver needs
At a couple bucks per hour for revenue,
payback can be a while
Need to keep costs down may result in
less than ideal parts, etc.
OpConnect mobile app payment with QR code
www.opconnect.com Copyright © 2014 OpConnect, LLC
Option: OEM Supported
Direct
Build OEM network of fast chargers
Tesla Superchargers
Subsidized
Nissan’s No Charge to Charge
BMW’s ChargeNow
Essentially, OEM is putting marketing
dollars toward driving sales.
Challenge:
Requires cooperation and
commitment
Operating a fueling network not
necessarily an expertise
Can be nonexclusive
Source: CC by 2.0 (Jeff Cooper)
www.opconnect.com Copyright © 2014 OpConnect, LLC
Option: Electric Utilities
Electric utilities own, install and
operate EV charging stations
Cost is folded into our utility rates
Benefit: allows them directly
better manage the grid (demand
response, etc.)
Challenge:
Getting regulatory approval to
fund an initiative that doesn’t
benefit all rate payers
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Option: Loyalty Programs
Work with retailers to build
branded loyalty programs with EV
drivers
Drivers spend 30-50 minutes
longer at a business while charging
79% of consumers seek out green
amenities while shopping
EVSE integrated with loyalty
program (free charging while
shopping, or 10 shopping trips
results in $20 free charging)
Challenge: Will drivers become
shoppers while vehicle charges
OpConnect mobile app with integrated
coupon and sponsorships
www.opconnect.com Copyright © 2014 OpConnect, LLC
Option: Outdoor & Mobile Advertising
Advertising is placed on the
EVSE, either as a wrap or via a
digital screen
Model allows opportunity to reach
both passersby and drivers
Model already proven via street
furniture/bus shelters in most
cities worldwide
Partners receive revenue share
Drivers receive subsidize charging
Challenge: Number of installed
screens? Will the screens be
seen? Approval in some locations
for outdoor screens
www.opconnect.com Copyright © 2014 OpConnect, LLC
For more information about how OpConnect can make a positive
impact for your community or business, contact:
Dexter Turner President, CEO
(503) 477-5742 ext. 229
Nathan Isaacs Sales & Marketing Manager
(503) 477-5742 ext. 216