eMSP Benchmark Study 2020: Market strength and reasons for use

08.03.2021

The UScale eMSP benchmark study shows the market shares of the most important eMobility service providers in Germany. To this end, it provides the decisive reasons for using the service and the motivations of users to become unfaithful to their most-used provider.

The market for electric cars, infrastructure and eMSP providers is growing rapidly

The number of electric cars on our roads is growing rapidly. With it, the range of public charging infrastructure and the eMobility Service Providers (eMSP) that make the infrastructure accessible to users is growing. Competition among providers is increasing. That’s why we at UScale have now asked over 1000 e-car drivers for the second time about the eMSPs they use and analysed their usage habits.

A note on the eMSP term: In addition to eMSP, the abbreviations EMP and MSP are also used in the electromobility industry today. They all mean electric mobility service providers, i.e. providers of charging power at public charging stations.

Two crucial KPIs as key performance indicators for eMSP providers

eMSP providers record the frequency of use of their own offering and know their competitors in the market. However, they lack knowledge about the general usage and charging behaviour of female electric car drivers. So they don’t know where they stand in the favour of their users compared to their competitors. This gap is closed by UScale’s eMSP benchmark study.

From the perspective of the eMSP providers, two key figures are relevant for the operational management of their business:

  • Active Usage
  • Preferred Usage

Active usage can be measured by the providers themselves in the form of downloads and at least occasional use. For traction power providers, however, it is crucial that their own offer is also the preferred charging app or charging card for customers. Providers cannot determine this KPI themselves. The benchmark study shows them both.

Usage und Preferred Usage

The services offered by the eMSPs are crucial

We are convinced that charging offers a great opportunity for business models beyond charging. The eMSP provider holds the key to this market because it has regular direct contact with users.

These interactions offer a wide range of possibilities for integrating further business models. The prerequisite is that your own eMSP product is used preferentially.

Which eMSP comes out on top and can take advantage of the opportunities depends on which value proposition, which tariff design and which additional offers win which part of the market.

eMSP Benchmarking Study

The eMSP benchmark study provides insight into market shares and reasons for customer use and churn

The eMSP benchmark study shows the status quo and a trend about the market penetration of the most important providers according to market shares, strengths and weaknesses from the user’s point of view.

It shows which provider creates customer loyalty with which USP and how providers can increase their own market share in the growing market with target group-specific charging offers.

Furthermore, the analysis creates the basis for strategic positioning. It shows the key differentiators and how providers can increase customer loyalty.

Uscale focus studies: user studies on electromobility

Since 2018, UScale has been systematically questioning e-car drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. For more information on the UScale focus studies, please see HERE.

For more information on the methodology and content of the eMSP benchmark study, please see HERE.

If you have any questions, please contact us at contact@uscale.digital.