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Wireless charging for electric vehicles

  1. WWIRELESSSS CCHARGGINNGG FOOR ELECCTRICC VEHICLES (EV) MT5016 Prof Jeffrey Funk Chua Boon Pin, A0098444 See Soon Hui, A0098554 TThheerreessiiaa IInnddaahhaayyuu KKuurrnniiaawwaann,, AA00112299443366 Chutchapa Tankeyura, A0132988
  2. CHOICES OF CARS Hybrid EV with Internal Combustion engine (HEV) Gasoline Car (GV) Plug-In EV (PEV) g Plug In Charging EV with Engine Plug-In Hybrid EV OOnn--LLiinnee EEVV ((OOLLEEVV)) (PHEV) Wireless Charging PEV With Engine 2
  3. DIFFERENCES G li Hybrid EV with Internal Combustion engine (HEV) EV with Plug-In EV (PEV) Plug In Charging Gasoline Car (GV) Engine Plug-In Hybrid EV (PHEV) g g g On-Line EV (OLEV) Wireless Charging PEV With Engine g g Gasoline-Fuel Car  Emit Pollutants By- Battery-Fuel Car  Little Pollutants By- Products  Noisy Engine Products  Quiet to drive  Low-Efficiency of 18%-  High Efficiency of up 20% to 80%  E bli h Established dM k Market  N New M k Market 3
  4. FRAME WORK  Market Selection  Technology  Cost Comparison  Value Proposition & Business Model  Strategic Control 4
  6. ELECTRIC VEHICLE (EV) ADOPTION  Inadequate Ecosystem For Charging Points  LLong CChhargiing TTiime  Limited Range  CCapiitall CCost  Lack Proven Reliability 6
  7. LIMITED CHARGING POINTS Bosch Software Innovation: 108 charging points as of Jan 2014 7
  8. MARKET SELECTION 1. Shuttle Bus/Public Bus services 2. Rental EV car business 3. Mass market EV business 4. Target deployment locations: a) Institutions b) Business parks c)) TThheme parkks d) Public locations 8
  10. CURRENT EV CHARGING – PLUG IN  EV Charging via electric cable, similar to pumping of petrol 10
  11. WIRELESS CHARGING  Uses Electromagnetic field to transfer energy between 2 objects, known as inductive charging Car Control Charging Control Unit Unit Charging R i Battery Pad Receiver 1111
  13. EV WIRELESS CHARGING VS PLUG-IN Wireless Charging Plug-In Charging  Auto charging charging, simple and  Manual Plug cable elegant  Low rate of wear and tear of Plug-in of charging cable, cumbersome  High rate of wear and tear due to charging pad  Minimum risk of electrocution  Abilit t d t ti high usage of moving cables  Probable risk of electrocution Ability to do stationary  Onl Only Stationar Stationary Charging charging and dynamic charging 13  Required high control of parking accuracy  Garage system cost ~$3k g y  High tolerance towards accuracy of parking  Garage system cost ~$2k  Efficiency > 95% g y  Efficiency ~ 90%
  14. AADDVVAANNTTAAGGEESS FFOORR OOLLEEVVSS  Reduce the need for large and heavy battery for EVs, hhiigghheerr eeffffiicciieennccyy  Continuous charging prolongs the lifetime of the battery  RReedduuccee//EElliimmiinnaattee aannxxiieettyy ooff ddeepplleettiioonn ooff eelleeccttrriicciittyy oonn car 14
  17. CCOOSSTT CCOOMMPPAARRIISSOONN $24937.50 Huge Potential for Price Reduction With Wireless Charggingg,, OLEV pprice can be reduced byy further 25% 1177 Data Source: EPRI / Design of On-Line Electric Vehicle (OLEV)
  19. COST OF PUBLIC CHARGING STATION: HEVO 19 Per station at $$1100,000000 Data Source:
  20. COST OF INFRASTRUCTURE SET UP CCoommppaarriissoonn ooff iinnffrraassttrruuccttuurree cost of PEV, OLEV, PHEV and HEV in Seoul Cost of charging pad with system ~$10K 20 Cost of plug in charging system with DC fast charging ~$40K Data Source: Design of On-Line Electric Vehicle (OLEV)
  23. VALUE PROPOSITION: CHARGING ON THE ROAD  Reduce battery size => cheaper and more efficient EV  Reduce charging time at depot => more productivity  Longer distance (due to more charge points)  Others  Increased confidence in EV  Minimal risk of electrocution 23
  24. VALUE CAPTURE Revenue Model From For Licensing EV manufacturer Each vehicle sold with tthhe chhargiing iintterfface Fee for Service Transportation company For duration of charging the EV Sales Transportation company Each charging pad installed AAddvveerrttiisseemmeenntt AAddvveerrttiisseerr AAddvveerrttiissiinngg oonn cchhaarrggiinngg apps 24
  25. TYPICAL VALUE CHAIN: BUS OPERATION O f ti iti Customer Maintenance Our scope of activities EV Design EV Bus Bus service Assembly operation Charge pad Bus stops design installation g g EV Bus Charging Energy Charge pad Retailer supply Free Mobile Device Charging Advertisement Charge 25 Design of system layout pad/receiver
  26. TYPICAL VALUE CAPTURE: BUS OPERATION Maintenance Licensing Fee for service Customer EV Design EV Bus Bus service Assembly operation Fee for Service Charge pad Bus stops design installation g g EV Bus Charging Energy Charge pad Retailer supply Free Mobile Device Charging Advertisement Charge 26 Design of system layout Sales pad/receiver Advertisement
  27. PROPOSED VALUE CAPTURE: BUS OPERATION Maintenance Licensing Customer EV Design EV Bus Bus service Assembly operation Metered Billing ($/k h) Bus stops installation EV Bus Charging Charge pad design kwh) g g Energy Charge pad Retailer supply Free Mobile Device Charging Advertisement Charge 27 Design of system layout pad/receiver Advertisement Sales
  28. HOW IT WORKS  We will partner the EV maker to supply a fleet of EV bus capable of wireless charging.  WWe wiillll offffer tto supplly tthhe pubblliic ttransportt operattor wiitthh this fleet of EV buses, along with our network of wwiirreelleessss cchhaarrggiinngg ppaaddss.  To offset the installation cost for the public transport ooppeerraattoorr,, wwee wwiillll oonnllyy bbiillll tthheemm bbaasseedd oonn mmeetteerreedd bbiilllliinngg for every kwh charged via our wireless pad.  To save gguard our interest,, we will siggn a longg term contract agreement with them.  Through this, we hope to get grants/subsidy from the 28 government by positioning ourselves as a green business
  29. BUSINESS MODEL: PUBLIC SHUTTLE BUS SERVICE Grants/Subsidy Energy Our company EV maker retailer Advertisers EV Environmental Charging service Wireless device Charging Metered billing (kwh) UUnniivveerrssiittyy PPuubblliicc Commuters 29 Transport Customer
  30. PRODUCT CROSS SUBSIDIZATION Rental EV Car Private EV BUS Public EV BUS Wireless chhargiing station •Build more business models => more wireless charggingg stations 3300 •By sharing these charging stations between different services, it allows the cost to be subsidised
  31. EV RENTAL CAR SERVICE  We will partner with EV maker to set up a rental car business by offering a supply of wireless charging pads.  TThhe nettworkk off chharge padds allllow tthhe car tto bbe retturnedd at any of the designated charge pads  TThhiiss bbuussiinneessss ttooggeetthheerr wwiitthh oouurr cchhaarrggee ppaaddss, wwiillll hheellpp ttoo promote EV car as a feasible transportation solution  TThhiiss ggiivveess uuss ooppppoorrttuunniittyy ttoo bbuuiilldd mmoorree cchhaarrggee ppaaddss which shared with those of the shuttle bus charge pads. 31
  32. BUSINESS MODEL: RENTAL EV CAR SERVICE EEnergy OOur company retailer Wireless device Charging EEVV CChhaarrggiinngg service EV Rental owner Customer EV k EV Rental service maker 3322
  33. NETWORK AND SCALE EFFECT  WWiithh more chharger avaiillabblle on roadd, more EEVV bbuses can bbe charged as the stations can be shared  This will ppromote shuttle bus circuits to increases and overlapp in greater degree  It becomes more feasible to connect the different clusters of cciirrccuuiittss ttooggeetthheerr.  As first mover in the Singapore market, will be able to set up a critical mass base of users before other competitors  We will subsidise the cost of adoption of our wireless charging with the help of government funding  WWhhen chhargiing on tthhe move bbecomes possiibblle, we can exttendd the charging service to other EV cars  Eventually, we provide the ecosystem for EV cars to penetrate 33 y, p y p the local market.
  35. BUSINESS MODEL: PUBLIC EV CHARGING SERVICE Energy Our company EV maker retailer Advertisers Environmental EV Charging service Wireless device Charging Private EV UUnniivveerrssiittyy PPuubblliicc Commuters 35 Transport
  38. CROSSING THE CHASM 38 -Penetrate Bus Company & Partnership to ‘Secure prominent locations’ for EV charggingg service. - Cross chasm with certain amount of charge pads and charge stations. - Expand to ‘Car Rental’ & ‘Private Customers’
  39. STRATEGY CANVAS: MAINTAIN FIRST MOVER ADVANTAGE - Patent Intellectual Property - Partner with government. Concession to lay pads on road. - Non Disclosure Agreement -Partner Bus Company SBS,SMRT Strategic Partnership HR Management -Partner EV Maker First Mover Advantagge -Continue R&D; charging accuracy Distribution Channel Short Distance Bus, Car rent, SBS, SMRT, Private Owner. Marketing 39 Complementary Production Asset -Boost end users awareness and acceptance of EV. Financial Resources GGoovveerrnnmmeenntt && VVCC ffuunnddiinngg.. Tax subsidy.
  40. STRATEGY CANVAS: HOW TO SUSTAIN PROFITABILITY  WWe possess thhe requiiredd techhnollogy.  We focus on ‘continuous development’ R&D.  FFaasstteerr cchhaarrggiinngg ((ffoorr ddyynnaammiicc cchhaarrggiinngg))  Increase accuracy range for efficient charging on the charging pad.  Ensure Charging Pad standard.*  PPllus, we ffocus on ddoiing markkettiing tto iinttrodduce prodductt tto the markets quickly.  We tryy to network and build strateggic ppartnershipps.  We target to become profitable after market acceptance and achieving our critical size of charging station network  Fiinalllly, we aiim to posiitiion oursellves as a wiirelless chhargiing service provider (metered charging) for all EVs 40
  41. SWOT ANALYSIS Strenggth Weakness •Convenience •Charge on the road •Limited Financial Resources •Limited Network •Safety and Reliability •Unmanned •Unaffected by water, ice & snow •Capital intensive •Unproven track record •Eco-friendly Opppportunityy Threat •International pressure to cut emission •Increasing adoption and growth of •Alternative “Green” Car. •Plug In charging EV. EV car in big city •Battery swop business model •Competing technology 41
  42. CONCLUSION We believe that wireless charging can provide us with a convincing value proposition when applied onto the EV market. We aim to break into the market with as many charging ssttaattiioonnss aass ppoossssiibbllee aanndd ggrraadduuaallllyy ttrraannssffoorrmm oouurrsseellvveess from a technology solutions provider to a charging service pprovider for all EV. 42
  43. Q&A