victorian electric vehicle trial mid-term report - Department of Transport

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1009080Colour TV7060ElectricityComputer50Air-conditioner403020TelephoneStoveRefrigeratorClothes washerClothes dryerDish washerVCRMobile phoneInternet1001900AutoMicrowaveRadio1915 1930 1945 1960 1975 1990 200510075Take-off Point50Market share %25Innovators 2.5%EarlyAdopters13.5%Early Majority34%Late Majority34%Laggards16%0Figure 8 (Top). Technology adoption curves for a range of modern innovations (New York Times 2008).Figure 9 (Above). Adoption lifecycle for new technologies, where the brown line represents the increase inmarket share with time, and the green/blue line represents the market share distribution among buyer types(Rogers 1962).
TECHNOLOGY ADOPTION CASE STUDYMOBILE PHONESAlthough it is difficult to now imagine life without it, mobile phone technology has traversed theinnovation adoption curve within most people’s lifetime.The world’s first commercial portable cellular phone became available to U.S. consumers in 1984(Motorola 2012). The Motorola DynaTAC 8000x weighed over seven times as much as an iPhone,took 10 hours to charge and cost nearly $USD 4000 (Time 2010) – equivalent to over $USD 9000 in 2012.In 1987 the first mobile phone and network was launched in Australia (Access Economics 2010).The Walkabout TM cost around $5,200 (or around $11,000 today), was around the size of ten iPhones,had around one hour of talk time between recharges and quickly became known as ‘the ultimate yuppieaccessory’ (SMH 2007, Telstra 2012). The associated cellular network was launched by the CommonwealthGovernment telecommunications provider Telecom in Sydney in February 1987, Melbourne in May,and extended into other parts of Australia over time (ActewAGL 2009).From these small beginnings, the mobile phone technology evolved rapidly:• In 1993 second generation mobile phone technology (2G) commenced operation,including basic data functionality (Access Economics 2010)• By March 1994 the one millionth subscriber had joined the network (ActewAGL 2009)• With the arrival of 3G networks in 2003, the technology had improved to allow for videostreaming (ABC 2011)• By 2007 mobile phone subscriptions outnumbered people in Australia (ACMA 2008)• By 2009 over three quarters of all 12-14 year olds were reported having their own mobilephone (ABS 2009) – a mere 25 years from when the DynaTAC 8000x went on sale in the U.S.Figure 10. Anillustration of the rapidevolution of mobilephone technology.CREATING A MARKET 19
Page 1 and 2: CREATINGA MARKETVICTORIAN ELECTRICV
Page 3 and 4: Measures which reduce electriccar p
Page 5 and 6: 5.4 Public charging 815.4.1 How muc
Page 7 and 8: The trial is a $5 millioninitiative
Page 9 and 10: In 2012, Mitsubishi, Nissan,and Hol
Page 11 and 12: 2.4 HOW DOES ELECTRIC VEHICLECHARGI
Page 13 and 14: Meter, Switch orDistribution BoardD
Page 15 and 16: It has brought together allthe piec
Page 17: Commercial negotiations and astruct
Page 21 and 22: RACV considers electricvehicles to
Page 23 and 24: What we need from you: The particip
Page 25 and 26: Information gained fromthe cars has
Page 27 and 28: Alongside differences in utilisatio
Page 29 and 30: Evidence suggests that while purcha
Page 31 and 32: This sort of functionality is expec
Page 33 and 34: 4.1.5 What about electriccommercial
Page 35 and 36: A clearly positive influence on peo
Page 37 and 38: Having to make these considerations
Page 39 and 40: Analysis of the vehicle monitoringd
Page 41 and 42: 4.2.4 How much does it costfor an a
Page 43 and 44: Experience from overseas suggeststh
Page 45 and 46: In terms of who drives the decision
Page 47 and 48: Despite this relative under-utilisa
Page 49 and 50: Within the traditional fleet assetm
Page 51 and 52: CORPORATE CHARGING NETWORK CASE STU
Page 53 and 54: Nearly 140 household, fleetand publ
Page 55 and 56: The trial charging infrastructure v
Page 57 and 58: Through these efforts, trial partic
Page 59 and 60: To support trip planning and rangem
Page 61 and 62: 5.2 HOME CHARGING5.2.1 How much doe
Page 63 and 64: The general process for the househo
Page 65 and 66: Although this outcome was a success
Page 67 and 68: The appeal of a financial incentive
Page 69 and 70:
5.2.5 What do households thinkof el
Page 71 and 72:
It provides guidance on the allocat
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An example of this was theDepartmen
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Based upon the trial experience, th
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WORKPLACE CHARGING CASE STUDYVICTOR
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Workplace charging appears to be ak
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One scenario of particular interest
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Cost data obtained from various sit
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PUBLIC CHARGING CASE STUDYON-STREET
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Household participants were askedab
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The following quote supplied to the
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Despite these challenging figuresan
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According to theory (Lieberman andM
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The pushback by parking operatorsag
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There’s a lot to like aboutincrea
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The economic analysis hasexamined t
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Under a ‘mid-range’ scenario as
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6.1.3 What are the costs andbenefit
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6.2 ENVIRONMENTAL IMPACTS6.2.1 How
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Based upon the limited informationa
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6.3 SOCIAL IMPACTS6.3.1 How is comm
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A key challenge for many electricve
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The effectiveness ofthese initiativ
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The supplementary data andinteracti
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EV PROMOTION CASE STUDYELECTRIC CAR
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In addition to the EV School progra
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7.1.4 How has the local electricveh
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7.2 INSIGHTS7.2.1 How do we best te
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ISSUES ANDOPPORTUNITIESA significan
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Issue Classification Sections Oppor
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Issue Classification Sections Oppor
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Drawing upon the learnings acquired
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ACRONYMS,GLOSSARY ANDUNITS OF MEASU
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OPEC - Organisation of the Petroleu
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Actew AGL 2009, History of mobile p
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Ergon 2012, Pool pump connections,
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Smart Grid News 2012, Aussie firm u
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EntityChargingInfrastructureHostCha
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APPENDIX BEVS AND FLEETS 2012 PRACT
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APPENDIX CCHARGING OUTLET ATTRIBUTE
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Area Attribute DefinitionBilling /
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APPENDIX EEV CHARGING COURTESY SIGN
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