Business Models For The Diffusion of E-Mobility Infrastructure in Hyllie,Malmö. With Opportunities For National Scalability

Sammanfattning: Climate change and limited natural resources are growing concerns that create both global and local challenges to societies and organizations. The Western World´s transportation system is dependent on oil, a limited natural resource that has a detrimental impact on the environment. To curb harmful impacts and maintain economic growth, alternative energy methods need to be incorporated into the transportation system. Electric mobility (e-mobility) is a solution to consider in order to reduce greenhouse gas emissions and oil dependency. The establishment of charging infrastructure is essential to the diffusion of e-mobility. Purpose: The purpose of this report is to design a business model for E.ON to diffuse electric mobility infrastructure. The model will focus on incentives for Real Estate Developers and Parking Garage Owner to install charging infrastructure. It will be based on End-User demand and preferences, as understood through an analysis of similar projects and interviews, with Real Estate Developers, Parking Garage Owners, e-mobility experts and pilot project participants. Alexander Osterwalder’s book Business Model Generation, will be used as a guide to create the business model for the case of Hyllie in Malmö, focused on greenfield developments, with the feasibility of scaling to a national level for the Swedish market. Method: Data was gathered through primary and secondary research methods. Primary research included interviews with Real Estate Developers, Parking Garage Owners, an e-mobility expert, car retailers as well as a Business Model Canvas workshop with E.ON Sverige. Secondary research included the examination of existing e-mobility projects within Europe to determine key success factor and challenges to e-mobility. Limitations within the collected data were recognized and addressed accordingly. Conclusions: Using the key-findings in the synthesized data, and feedback from E.ON, three different business models were designed. Each model has a different focus to accommodate different approaches to diffuse e-mobility and incorporate Parking Garage Owners and Real Estate Developers to different extents. The different Business Models were compared based on a variety of categories, including a financial analysis, appeal of customer incentive structure, and effectiveness of the diffusion of e-mobility infrastructure. Comparing the three Business Models in terms of risks, limitations, opportunities and challenges, Model #3 was identified as the most feasible and effective for the diffusion of e-mobility. It addresses key findings from the research data and focuses on Real Estate Developers. The model offers an incentive structure which addresses, financial, information and structural barriers for the key players. By targeting intermediaries like Car Dealers, key players like Real Estate Developers and End-Users, the model creates both a push and a pull in terms of e-mobility demand. Financially speaking it hits break-even sooner than other models and requires low initial investment.