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

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

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

FRAME WORK
 Market Selection
 Technology
 Cost Comparison
 Value Proposition & Business Model
 Strategic Control
4

MMAARRKKEETT SSEELLEECCTTIIOONN
5

ELECTRIC VEHICLE (EV) ADOPTION
 Inadequate Ecosystem For
Charging Points
 LLong CChhargiing TTiime
 Limited Range
 CCapiitall CCost
 Lack Proven Reliability
6

LIMITED CHARGING POINTS
Bosch Software Innovation: 108 charging points as of Jan 2014
7

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

TTEECCHHNNOOLLOOGGYY
9

CURRENT EV CHARGING – PLUG IN
 EV Charging via electric cable, similar to pumping of petrol
10

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

CHARGING ON THE MOVE…
12
https://www.youtube.com/watch?v=BbzkzOmwgdY

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%

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

TTEECCHHNNOOLLOOGGYY CCOOMMPPEETTIITTIIOONN IINNWWIIRREELLEESSSS
CHARGING
15

CCOOSSTT CCOOMMPPAARRIISSOONN
16

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)

COST OF HOME CHARGING STATION: BOSCH
AUTOMOTIVE SERVICE SOLUTIONS
18
Starting at around $3,000
Data Source: http://www.plugincars.com/bosch-offers-wireless-electric-car-charging-unit-3000-127468.html

COST OF PUBLIC CHARGING STATION: HEVO
19
Per station at
$$1100,000000 Data Source: http://www.businessweek.com/articles/2013-11-07/innovation-hevos-electric-car-charging-stations-embedded-in-street

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)

VVAALLUUEE PPRROOPPOOSSIITTIIOONN
21

VALUE PROPOSITION
22

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

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

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

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

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

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

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

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

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

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

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.

NNEETTWWOORRKK AANNDD SSCCAALLEE EEFFFFEECCTT
34

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

SSTTRRAATTEEGGIICC CCOONNTTRROOLL
36

STRATEGIC CONTROL
37

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’

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.

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

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

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

Q&A