Study 1

Market integration and innovative business orientation

Introduction

In order to reach a commercially viable e-mobility system, considerable efficiency improvements are needed in multiple realms. As both sides of the market equation – supply and demand – are developing gradually, it is essential to ensure a healthy, maturing marketplace towards a future mass roll-out. In addition, in the current pre ramp-up phase, the efforts made at the various governmental levels to support both the supply and demand side should be aligned and directed towards getting the highest value for the money spent. In light of these important issues, study 1 focuses on the structure of the EV market, promising business models, enhanced ways of creating demand, and best practice EV policies.

The overall research question for study 1 is:

How can we prepare for an accelerated future mass roll-out by improvements on the sector’s market and business models, improved alignment to EV user orientations, and the efficiency of EV-supporting policies?

The various elements in this question will be addressed in the separate sub-studies 1.1, 1.2 and 1.3.

Sub-study 1.1: Open Access, Market Integration Needs & Business Model Innovation

In the first sub-study, the focus will be on the organization within the supply-side of the e-mobility fast charging sector, including both the charging infrastructure and the user services offered. The main theme here is the safeguarding of a non-discriminatory and open-access market, in which market entrants are not hindered, and end-costumers’ charge requests are accepted at every charging location.

Furthermore, the efficiency of the entire value chain is to be assessed in order to pinpoint potential improvements on the current market model and business models, which ultimately will lead to cost reductions for end-users. Finally, electric transport will never take place in an isolated system.

Therefore, issues regarding the integration of e-mobility in the overall transport sector and the (inter)national charging system deserve notice.

Sub-study 1.2: Advanced customer segmentation and consumer orientation

Given the increased market activity for e-mobility and the growing presence of EV drivers, it is important to identify barriers and preferences for the next generation of EV adoption. The most important task for this sub-study would be to focus on the customers’ expectations and needs for fast charging network that allows drivers to use EVs as their primary car rather than just an add-on or a ‘fun car’.

Building on previous market outlooks and insights from the current market, potential user groups will be identified for a segmentation of the EV market. Each user group will be analyzed according to their specific profile, geography, characteristics, and requirements. A comprehensive analysis along with the data currently available within the consortium may reveal different patterns and behaviors from the consumer’s side. The results of the user segmentation analysis will serve to identify and prioritize the needs of the customers groups, including preferences towards EV, charging infrastructure, business offerings, and intermodality concepts.

Sub-study 1.3: Policy impact analysis

Given the multitude of options for incentives and strategies towards the acceleration of electric transport, a clear analysis of the currently existing policy programs will prove itself particularly useful in the context of the proposed action. An overview and evaluation of the effectiveness of current programs will lead to recommendations for a set of smartly integrated, effective and efficient policies rather than a sub-optimal patchwork of not fully coordinated efforts at various governmental levels.