A recent study conducted by EV payment specialist Paythru in collaboration with the EV Café has revealed that a significant number of electric vehicle (EV) drivers are seeking enhanced functionalities from charging applications. The survey, which included responses from 200 EV users, indicates a strong demand for features that extend beyond simple charge point locations and payment options.
Sara Sloman, Chief Strategy Officer at Paythru, expressed optimism regarding the potential for charging apps to evolve. "Such services are a no-brainer," she remarked, "Not only do customers want them, but they create a wide range of new revenue streams for charge point operators."
The research identified three critical areas for growth concerning charging applications: loyalty programmes, smarter charging solutions, and sustainable developments. A notable 80% of respondents showed enthusiasm for apps offering discounts at local cafés or shops where they charge. Similarly, 73% expressed interest in loyalty programmes that reward charging activities with points, discounts, or other incentives.
Sloman elaborated on potential developments, stating, “For example, operators could give drivers bonus points every time they charge their vehicles. Additionally, by collaborating with retail and hospitality chains, they could provide drivers with discounts or giveaways, such as a free drink or discounted meal at a nearby café or restaurant while they wait for their vehicle to charge.”
The survey also highlighted a desire for enhanced community engagement, with 75% of respondents wanting social features that facilitate the sharing of charging tips, station ratings, and issue reporting to charge point operators. Furthermore, 70% of those surveyed appreciated the idea of having smart recommendations regarding optimal charging times and locations. A tangible interest in convenience emerged, with 58% wishing for the capability to reserve charging points in advance.
For those using EVs for business, managing expenses is a primary concern, as evidenced by 40% of participants indicating that syncing their chosen app with corporate accounting or expensing software to streamline payment information and receipt uploads would be beneficial.
The findings also underscore an inclination towards sustainability among EV owners. Over half (59%) of those surveyed indicated a desire for information regarding the sources of electricity used at charging stations. Moreover, 51% expressed interest in apps that could monitor CO2 emissions based on their driving and charging practices. Sloman commented, "Sustainability is one of the key reasons for the adoption of EVs, especially among fleet owners. It’s understandable, therefore, that many drivers are interested in tracking their vehicle’s environmental impact."
Sloman noted that the technology necessary to enhance the payment experience for charge point operators is already accessible. She explained that a cloud-based payment platform and relevant software can allow operators to incorporate additional features and connect them to the EV payment ecosystem.
At Paythru, Sloman likened the potential transformation of EV charging applications to the innovations seen in retail. "Once they just had a payment device issued by a major card issuer. Now, thanks to innovators like Square, they can offer all sorts of customer services in one connected digital package. EV charging can do something similar thanks to integrated software and payment solutions designed around its challenges," she stated.
She further suggested that the opportunities identified in the current research are just the beginning. "The services covered in our research are just the tip of the iceberg – we see many more opportunities to build added value services around EV payments – even going beyond apps. Open-loop digital wallets and cards, for example, will allow fleet operators to offer their users additional services on top of EV charging payment for greater flexibility and a more satisfactory experience."
This study follows the earlier release of the ‘Overcoming Payment Anxiety in EV Charging’ report, which also contained insights from the same survey, fortifying the growing discourse surrounding the future of EV charging applications and their role in business practices.
Source: Noah Wire Services