Christian Morf, ABB Schweiz, 19.4.2012
EV Charging Infrastructure
Case studies
Case Study 1
Home Charge Device (HCD) for private charging
© ABB Group
April 20, 2012
| Slide 2
Case Study 1
Home Charge Device (HCD) for private charging
Characteristics:
© ABB Group
April 20, 2012
| Slide 3
§
Biggest sales volume in near-term
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Sales channel: 90% car OEMs / car dealers (as part of
the car), 10% direct sales to commercial customers
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Low price, low margin (like for all car OEM suppliers)
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Heavy competition
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Will become a commodity, as all electronic products, in
mid-term, probably dominated by Asian mass producers
Case Study 1
Home Charge Device (HCD) for private charging
Question: Shall ABB participate in this market? I.e. shall ABB
invest in the development of such a device?
Pros:
§
Currently high sales volume in the home charging
application compared to public (might change in the future)
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Price level and margin acceptable in near-term
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A good opportunity to position the brand ABB in the domain
of EV charging in the market
Cons:
© ABB Group
April 20, 2012
| Slide 4
§
Fierce competition, low market entry barrier
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Very price sensible in the future with low margin
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Easy to copy
Case study 2
Cross divisional sales
ABB Switzerland
J. Staiblin*
Power Products
D. Bischofberger
Power Systems
L. Widenhorn
Process
Automation
J. Staiblin
Discrete Automation
and Motion
D. Steck
Low Voltage
Products
F. Wentzler
High Voltage
Products
D. Bischofberger
Substations
R. Itschner
Turbo
Systems
U. Gribi
Power Electronics
& MV Drives
O. Preiss
Low Voltage
Products
F. Wentzler
Medium Voltage
Products
T. Lassus
Power
Generation
H. Erb
Minerals
M. Schumacker
Electrical
Machines
J. Fleischmann
Low Voltage
Systems
M. Gabriel
Transformers
A. Gonzalez
Network
Management
P. Hansen
Control
Technologies
W. Felber
| Slide 5
Human
Resources
V. Stephan*
Legal & Integrity
B. Mrose
Corporate
Research
W. Paul
Communication
K. Lötscher
Grid Systems
Semiconductors
B. Eschermann
© ABB Group
April 20, 2012
Finance & IS
R. Kannabiran*
Power Products & Power Systems
M. Wüthrich
Process
Automation
P. Lieberherr
Power Products & Power Systems
T. Zurflüh
Process
Automation
A. Koch
Industrial and Building Automation
M. Pellin
Discrete Automation
and Motion
J. Fleischmann
Low Voltage
Products
M. Gabriel
Sales
Switzerland
M. Wüthrich
Service
Switzerland
A. Koch
Case study 2
Cross divisional sales
Situation:
© ABB Group
April 20, 2012
| Slide 6
§
The EV charging portfolio consists of products from two
different divisions with different sales structure
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Division 1 mainly sells through distributors, negotiated
prices for almost all of the customers, frame contracting,
high volume
§
Division 2 mainly direct sales, wants to control market price
to keep it constant in whole EU, no distributors, ABB as
main contractor for big projects
Case study 2
Cross divisional sales
Problem:
A potential partner wants to cooperate with ABB, common go
to market, combine the sales leads
While that fits into the sales strategy of Division 1 it doesn’t
for Division 2
© ABB Group
April 20, 2012
| Slide 7
Case study 3
Pricing
Problem:
How to define the prices of HW and Services?
Situation:
© ABB Group
April 20, 2012
| Slide 8
§
In near-term most projects are pilot installations, low
volume, no need for a big software package, revenue
stream mainly through sales of HW
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In mid term HW will become a commodity, low margin, core
competence == system integration, service
Case study 3
Pricing
How to define the prices of HW and Services?
How to adapt it in the future without making customers angry
with intransparent pricing strategy?
© ABB Group
April 20, 2012
| Slide 9
© ABB Group
April 20, 2012 | Slide 10