Transportation

EV charging payment simplicity: Key to driver satisfaction

Retailers planning to install EV charging stations should consider how EV charging payments are handled and ensure the process is secure, intuitive and easy for EV owners.

Image: Adobe Stock.

February 13, 2023 | By Oren Halevi

Today, more retailers realize that offering EV charging can attract customers who will shop while charging their vehicles. Offering EV charging can also deepen customer loyalty, build a brand reputation as a "green company" and provide an additional source of revenue — if executed with a strong focus on customer satisfaction.

EV drivers are looking for a seamless EV charging experience whenever and wherever they need to, while travelling or while shopping. Today, about 80% of charging is being done at home. Still, EV drivers want to be able to easily find a charger, plug in their EV, charge, pay and drive away — just as they are accustomed to fueling an internal combustion engine vehicle.

Specifically, EV drivers want to use a single, unified tool to charge anywhere, across different networks. The tool can be an EV charging RFID card, a contactless payment card or a mobile app that lets them plug in and then swipe to pay. That sounds easy, but it takes a robust back-end system to support that.

Retailers planning to install EV charging stations should also consider how EV charging payments are handled and ensure the process is secure, intuitive and easy for EV owners. And when a retailer already has their own special coupons or loyalty program, it gets even more complicated.

To deliver that seamless EV charging and payment experience, here's what retailers need to look for:

1. An intuitive 'white label' EV charging app with advanced driver tools

An intuitive mobile app and web portal that empowers the EV driver with full visibility and control of all EV charging aspects is essential. This includes real-time personalized information about charger locations and availability, billing plans, transactions and payments. Drivers go through a one-time subscription process and then just swipe the app each time they need to charge. Payments will then be automatically processed by the EV charging provider.

The app can be tailored to the charging network's identity or your brand identity. You may also want a way to integrate the charging app with your own loyalty program, including points, coupons and discounts.

The backend billing and payments management system of such an app needs to be able to support complex business models, flexible pricing, revenue sharing, various charging use-cases and multiple payment gateways.

2. Support for e-roaming and established roaming business relationships

The concept of e-roaming, or EV roaming, is very similar to roaming in the cellular telecommunications industry. Mobile phone users can place calls wherever they are, even if their "home" network provider does not offer service in that location. Connections are made transparently to the caller, and the multiple network providers reconcile the service charges behind the scenes.

E-roaming works the same way to deliver a true "charge anywhere" experience. EV owners can charge on the road, across networks, regions, and even national borders and currencies, using a participating "away" provider's EV charging facilities. The charging transaction is then integrated into the driver's monthly invoice.

This is a win-win for the retailer because it means that adoption of the branded EV charging app offers the flexibility that consumers want in EV charging.

Although appearing seamless to consumers, delivering EV roaming services is profoundly complex. It requires negotiated service and clearing agreements among EV charging service providers to execute those agreements. E-roaming also requires that the EV charging management system support roaming platforms, such as the Hubject, Gireve or e-clearing.net, as well as the Open Charge Point Interface protocol, known as OCPI.

3. Support for plug-and-charge technology

An innovative technology, plug-and-charge is the simplest, most secure way for drivers to charge their electric vehicles. All drivers need to do is connect their EV charging cable to the charge point and the vehicle automatically starts charging — without the driver having to use a credit card, present an RFID tag or use a mobile app. Instead, all they need to do is connect their vehicle to the charge point.

When the vehicle is plugged in, it automatically identifies itself to the charger through an ISO 15118-compliant communication. When recognized as an authorized vehicle, it is approved to receive energy for recharging, with the charging provider seamlessly billing the driver. The ISO 15118 standard ensures all this happens with encryption, decryption and two-way authentication.

Plug-and-charge will still require involving an EV charging provider, and it will also introduce additional complexity as car manufacturers will play a significant role in making this innovation a reality. Although the technology has existed for a while, it must be supported by the automobile manufacturer, the charging equipment and the EV charging network's management software.

To seize the EV charging business opportunity, retailers like Pilot Flying J travel centers, Kroger, Walmart and Whole Foods are partnering with established EV charging network operators like EVgo, while others, like Circle K, are providing EV charging services to their customers directly.

Providing the seamless, simple EV charging experience that you want associated with your brand requires a scalable and flexible EV charging platform with a solid track record for chargers' availability, reliability and payments' management.

Oren Halevi is vice president of product management at Driivz. He more than 20 years of experience in designing business critical products. Leading the product and management departments of SaaS and telecommunications companies, Halevi has worked with big data and autonomous and electric car products from creation to mass deployments.