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.1


Research Report
Guidehouse Insights Leaderboard: EV Charger Networking
Companies
Assessment of Strategy and Execution for 20 EV Charger Networking Companies

Published 4Q 2021

Scott Shepard
Principal Research Analyst
Sam Abuelsamid
Principal Research Analyst



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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 1
Executive Summary
1.1
Market Introduction
The fleet of plug-in EVs is on course to grow massively as governments and
corporations implement new targets for greenhouse gas (GHG) emissions.
Guidehouse Insights’ report Market Data: EV Charging Equipment projects that
over 185 million EVs will be in use by 2030 along with nearly 170 million charge
points to support this fleet. This demand is producing a tremendous opportunity for
charge point networking platforms.
Networking platforms are needed to connect numerous entities in the EV charging
ecosystem to deliver value-added services to EV drivers and fleet managers,
charge point site hosts, fleet managers, and grid operators. For EV drivers and
fleet managers, networking platforms help find available charge points, access
pricing information, manage transactions, and participate in grid operator demand
management programs. Site hosts use these platforms to broadcast charge point
information, set pricing, control energy costs, and schedule maintenance and
repairs. Meanwhile, grid operators communicate with platforms to encourage EV
charging behaviors that benefit grid management objectives.
This Leaderboard offers an evaluation of 20 leading providers of EV charging
networking platforms. It complements Guidehouse Insights’ Market Data: EV
Charging Equipment report, which details the market issues and demand drivers
affecting the charging market and provides forecasts for the different types of
charging technologies and their applications.
The companies included in this report are not exhaustive. Many companies have
been excluded because their platform was not competing in the market for publicly
accessible charge points or their geographic presence was relatively limited.
The criteria by which vendors are compared in this Leaderboard include:
• Go-to-Market Strategy
• Partners
• Production Strategy
• Geographic Reach
• Sales
• Product Portfolio
• Staying Power
•
Innovation
Detailed descriptions of each criterion are provided in the Criteria Definitions
section of this report.


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
1.2
The Guidehouse Insights Leaderboard Grid
ChargePoint and Enel X are Leaders in this Leaderboard because they have
secured strong positions in multiple charging applications in multiple geographies.
ChargePoint leverages a strong solution for the destination charging market and
has enhanced its presence in fast charging and fleets significantly with two
acquisitions in 2021. Similarly, Enel X has one of the largest footprints globally and
throughout the value chain. The company also leads in vehicle grid integration
(VGI), positioning it to tap new networking services as EV charging becomes more
accessible and powerful in the evolving EV market. In sum, this Leaderboard
features two Leaders, three Contenders, 13 Challengers, and two Followers.
Chart 1-1.
The Guidehouse Insights Leaderboard Grid

(Source: Guidehouse Insights)


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 2
Market Overview
2.1
Market Definition
EV charge points are typically composed of a hardware component that contains
power electronics, cables, and connectors along with a software component. The
software component contains varying layers that enable a series of local
networking value-adds (e.g., monitoring EV charger usage) to more external
networking value-adds (e.g., aggregating EVs into grid service markets). This
report focuses on vendors in the market for software, which is often described by
vendors as a cloud-based networking platform.
Typically, networking platforms generate revenue through subscriptions or as a
service pricing models. Often the payee is the site host; however, with grid
integration capabilities, the payee could be the grid operator. External entities
include companies that broadcast charge point information to EV drivers (also
called electric mobility service providers [eMSPs]), other charge point networks
and interoperability platforms, charge point maintenance technician networks, grid
service markets, and utility demand management programs among others.
This Guidehouse Insights Leaderboard evaluates companies that have developed
a commercial networking platform for the EV charging market. Many companies
operate in this space, so to limit scope, Guidehouse Insights focused on vendors
that do the following:
• Provide a competitive platform for the public charging market
• Are leading competitors in North America, Europe, or China or have
established an international presence
These criteria exclude companies that are focused on the following services in the
EV charging ecosystem:
• eMSPs: These are typically companies that have developed or use a
smartphone app to connect EV drivers to charge points in multiple networks.
Example apps include PlugShare, Plugsurfing, and Chargemap.
• Charge point operators (CPOs): These are companies that are developing
charge point networks to sell charging services to EV drivers. These are often
fast charge networks. Examples include Electrify America, IONITY, and
Fastned.
• Smart charging apps: A new and growing collection of companies are
developing smart charging platforms for EV drivers. Examples include
ev.energy, Jedlix, and Ohme.


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
• Vehicle-to-grid (V2G) platform providers: These companies typically focus
on residential or fleet-based charging programs that aggregate bidirectional EV
loads in grid service markets. Examples include Nuvve, Fermata Energy, and
Kaluza.
• Fleet or building integrators: These are companies that focus on developing
charging solutions for the burgeoning fleet market or integrating EV loads with
building systems. Examples include AMPLY, The Mobility House, and
Schneider Electric.
• Hardware providers: These are companies that produce conductive
alternating current (AC), direct current (DC), or other vehicle charging systems.
These companies often provide software capabilities for local value-adds such
as charge point monitoring and load balancing. Examples include ABB,
Siemens, and ClipperCreek.
2.2
Market Drivers
The EV charger networking market is driven by a growing fleet of EVs. This fleet is
set to grow dramatically through 2050 in all global regions. Government
regulations for greenhouse gas (GHG) emissions reductions and corporate targets
for decarbonization are pushing the industry to provide cost-competitive
zero-emissions solutions.
EVs are well-positioned to be the solution for the road transport sector because
they are a commercial-ready solution for a zero-emissions energy supply chain.
Plus, multiple markets are driving momentum for battery developments that
promise to reduce costs and improve performance. Guidehouse Insights forecasts
that over 185 million EVs will be in use in global markets by 2030.
To power this burgeoning fleet, millions of charge points will need to be deployed
at residences, workplaces, fleet depots, local destinations, retail fuel sites, and
elsewhere. Though the value-adds will differ by location, networking platforms can
offer value-adds to owners at all location types. As the market matures,
Guidehouse Insights expects connectivity to continually progress through vehicles
and infrastructure, making the implementation of advanced software solutions for
charging less costly and more valuable to asset owners.
2.3
Market Barriers
While the market for EV charging software has encouraging prospects, it also has
challenges. These include progress on open standards and grid regulations for
distributed energy resources (DER).




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
The open standards challenge pertains to hardware. Some providers of
commercial software solutions produce hardware that is only compatible with their
software. This situation limits the total addressable market that is competitive for
networking platform providers. This strategy secures recurring revenue streams for
the platform’s business based on hardware sales, and from this revenue, a
competitor is well-positioned to launch a platform to manage other open standards-
based hardware. While advantageous for the competitor’s platform, it does present
risks to the hardware business. This scenario creates vendor lock-in, which some
customers may resist, especially in fast charge services or fleet markets. However,
adopting open standards too quickly may also present issues for the reliability of
charging services—a risk for reputation. These reliability issues are becoming less
frequent as the current open standards framework championed by the Open
Charge Alliance is continuously improved.
The challenge of grid regulations for DER pertains to the development of vehicle
grid integration (VGI) services. To the grid, EVs can function just like a rooftop
solar array or battery energy storage system positioned on the customer side of
the meter. These resources can be aggregated to form a virtual power plant that
can then be used in grid management programs. For charge point/EV owners, this
value-add would likely be realized as reduced infrastructure costs; for grid
operators, it is likely realized as reduced grid management costs, and for software
suppliers, it is a new revenue stream. However, the challenge is that grid
regulations for interconnection are designed around large centralized assets rather
than DER that have much smaller capacities. The lack of right-sized regulations for
interconnection is often cited as a major complication in advanced VGI trials. As
regulators and stakeholders determine best practices for DER integration, the
opportunities for VGI are poised to expand.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
2.4
Market Trends
Following the growth of the global EV fleet, Guidehouse Insights projects that
nearly 170 million charge points will be deployed by 2030. Annual expenditures to
manage these charge points for business, load balancing, or other purposes is
projected to rise from near $660 million in 2021 to almost $8 billion by 2030.
Chart 2-1.
Charge Point Operations Revenue by Application, World Markets:
2020, 2025, 2030
$-
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
2020
2025
2030
($ Millions)Fleet
Fast Charge Services
Destination
Private

(Source: Guidehouse Insights)
Currently, the largest market for networking platforms is destination charging.
Thousands of these charge points providing capacities below 25 kW are installed
at hotels, shopping centers, parks, and other public parking locations. The services
that these charge points provide are generally not seen as revenue-generating by
site hosts; rather, they are seen as ways to increase EV adoption or attract
customers to the site’s core business. Here, site hosts primarily need management
platforms to connect the site to eMSPs and to manage any pricing options or
access limitations that a site host might wish to implement.
Somewhat distant is the market for fast charging services and fleets. Fast charging
services have similar demands to the destination market but specific needs for
maintenance. Therefore, platforms that can solve maintenance issues remotely or
automatically connect to technician networks to provide physical services are
desired. The fleet market has very different needs for destination and fast charge
markets; however, integrating fleet operations with public networks is preferable.
Beyond this need, fleets are also likely to have significant demands for
behind-the-meter load balancing and in the long term, increasing demands for VGI.


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Private charging—the smallest market as of late 2021—is expected to become the
largest in the long term. The market is composed of charge points installed at
homes, apartment complexes, and workplaces. There are many charge points to
manage in this market, and the value-add of charge point platforms to this market
is relatively limited. As the market evolves, Guidehouse Insights expects apartment
complexes and workplaces to look to management platforms first for load
balancing as an alternative to electrical capacity upgrades then to management
platforms for VGI in the long term. The home charging market is expected to be a
longer-term opportunity almost entirely dependent on VGI. This market is likely to
become highly competitive, and a growing number of companies are developing
solutions for this space. Here, establishing relationships with customer
gatekeepers such as automakers and electricity retailers will be critical to securing
market-leading roles.


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 3
The Guidehouse Insights Leaderboard
3.1
The Guidehouse Insights Leaderboard Categories
Guidehouse Insights scored the vendors in this Guidehouse Insights Leaderboard
according to four categories: Leaders, Contenders, Challengers, and Followers.
These categories are defined here.
3.1.1
Leaders
Leaders are vendors that scored 75 or above in both strategy and execution.
These companies have clearly differentiated themselves from the competition
through exceptional product development and positioned themselves well in
geographic and charging markets. Leaders are currently best positioned for
long-term success in the networking platform market.
3.1.2
Contenders
Contenders are vendors that scored between 50 and 75 in both strategy and
execution. These companies are well-positioned to become Leaders, but they
need to expand their existing business to do so.
3.1.3
Challengers
Challengers are vendors that scored higher than 25 in strategy and execution but
are not yet Contenders for market leadership. These companies are fundamentally
sound, but they need to demonstrate strong growth or prospects to move into the
Contenders category.
3.1.4
Followers
Followers are vendors that scored below 25 in strategy and execution. These
companies are not currently expected to challenge the Leaders unless they can
demonstrate substantial gains in resources, geographic presence, or market
share.
3.2
The Guidehouse Insights Leaderboard Grid
The market for networking platforms has undergone considerable change. Many
original participants adopted vertically integrated business models with activities in
all or many areas of the EV charging services value chain. Some of these
participants have begun the process of divesting from some activities to focus on
more specific markets. For some that have not yet divested, it is unclear whether
they will divest and if they do, whether their divestment will be for their platform or
other activities.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Two companies have proven themselves as Leaders: ChargePoint and Enel X.
ChargePoint has consistently focused on streamlining the customer experience
and has established a firm lead in the North American market. It has also
established and grown a substantial European and fleet services footprint. Enel X
has been broadening its geographic footprint and deepening its capabilities for
years. It is well-positioned to seize growth from emerging markets and from VGI
trends.
Chart 3-1.
The Guidehouse Insights Leaderboard Grid

(Source: Guidehouse Insights)




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Table 3-1 shows the 20 companies analyzed in this report. Of these, two are
Leaders, three are Contenders, 10 are Challengers, and five are Followers.
Table 3-1.
The Guidehouse Insights Leaderboard Overall Scores
Rank
Company
Score
1
ChargePoint
85.9
2
Shell Recharge Solutions
82.3
3
Enel X
81.5
4
EVBox Group
73.2
5
Driivz
65.5
6
Virta
52.6
7
GreenFlux
44.1
8
Fortum Charge & Drive
42.8
9
Star Charge
41.6
10
FLO | AddEnergie
41.3
11
innogy eMobility Solutions
40.0
12
Etrel
39.3
13
Blink Charging
39.3
14
Last Mile Solutions
39.0
15
SemaConnect
34.4
16
ubitricity
31.9
17
Telaidian
29.8
18
bp pulse
29.3
19
EV Connect
28.4
20
Pod Point
19.7
(Source: Guidehouse Insights)


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 4
Company Rankings
4.1
Leaders
To qualify for the Leaders category, companies must score 75 or higher in both
strategy and execution. These companies have activities across the value chain
and are operating in multiple major global markets. These companies have also
made names for themselves with innovative business models and technologies.
This report features two Leaders: ChargePoint and Enel X.
4.1.1
ChargePoint
Overall Score: 85.9
Strategy: 77.5
Execution: 93.5
Based in Campbell, California, ChargePoint became publicly traded in 2020 via a
merger with a special purpose acquisition company (SPAC). Founded in 2007, the
company leads the North American market and has realized strong growth in
Europe. ChargePoint is well known in the industry for establishing an Airbnb-like
model for EV charging network development.
Since its initial business model development, the company has adapted well to
stay at the forefront of market developments. Notable achievements in this regard
include the acquisition of Kisensum in 2018, which bolstered ChargePoint’s load
balancing capabilities; partnerships with most major North American EV charging
networks in 2019 and 2020 to enable e-roaming; and the acquisitions of ViriCiti
and has·to·be in 2021. The ViriCiti acquisition bolstered ChargePoint’s fleet
electrification solutions, and the has·to·be acquisition bolstered its European
presence.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
As the EV industry evolves, standards are expected to become increasingly
important. ChargePoint has been strategic in its adoption of specific standards
before they attain regulatory approval, such as Open Charge Point Protocol
(OCPP) for its hardware and ISO 15118 while other market players have been
more hesitant in terms of standards adoption. ChargePoint’s approach has
advantages in terms of business strategy and ensuring technology reliability, but it
also presents risks that could affect growth in markets sensitive to interoperability
issues. As of late 2021, ChargePoint has been skillful at managing these risks.
www.chargepoint.com
Chart 4-1.
ChargePoint Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.1.2
Enel X
Overall Score: 81.5
Strategy: 84.0
Execution: 79.0
Based in Rome, Italy, Enel X is a subsidiary of the global energy and infrastructure
company Enel Group. Enel X is the technology innovation division that focuses on
distributed energy, microgrids, and e-mobility among a number of other solutions
for consumers, industry, and cities. With a strong background in demand response
and a large global footprint, Enel X is in an excellent position to be a disruptive
force in e-mobility on many fronts. In the EV charging industry, Enel X has long
been at the forefront of VGI, both as a leader in current technology V2G trials and
in commercializing smart charging. Enel X’s acquisition of eMotorWerks in 2017
was fundamental to enhancing its leadership in smart charging and expanding its
global presence to North America.
The company’s footprint in EV charging is large. Enel X provides a broad range of
solutions to a long list of geographies. It has the largest footprint of the companies
analyzed in this report. In North America, it is strongly positioned to support utility
smart charging programs, an avenue into the potentially large residential charging
market. In Europe, Enel X is seizing network development opportunities in
emerging markets such as Spain, Romania, Russia, and its home market, Italy. In
India and China, it is establishing a footprint for various portions of its EV charging
business, and in Latin America, it is the leading charge point network developer.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
While Enel X’s footprint is wide and its services are expansive, trends in the
market could be disruptive to its leading position in VGI and residential charging.
Specifically, the combination of increased bundling of dual-voltage cord sets in EV
sales and the growing list of smart charging apps such as ev.energy, Jedlix, and
Ohme could create competition for Enel X’s leadership position.
www.enelx.com
Chart 4-2.
Enel X Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)
4.2
Contenders
Companies in the Contenders category score at least 50 in both strategy and
execution. Three companies are identified as Contenders in this report: Shell
Recharge Solutions, EVBox Group, and Driivz. Shell Recharge Solutions and
EVBox have similar business models to the Leaders in this Leaderboard. Driivz is
a pure-play platform provider and a leader in this sense among the companies in
this report with similar business models, such as Virta, GreenFlux, and Last Mile
Solutions.


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.2.1
Shell Recharge Solutions (NewMotion and Greenlots)
Overall Score: 82.3
Strategy: 91.5
Execution: 72.0
Announced in November 2021, NewMotion, based in Amsterdam, the Netherlands,
and Greenlots, based in Los Angeles, California, will be rebranded as Shell
Recharge Solutions in early 2022. NewMotion and Greenlots were acquired by
Shell in 2017 and 2019, respectively.
Founded in 2009, NewMotion was an early entrant into the fast-growing EV
markets of Northwestern Europe focused on a holistic AC charging solution for site
hosts and EV drivers. Meanwhile, Greenlots, which was founded in 2008, has
been a leading charge point management platform used in North America and
Southeast Asia.
NewMotion established a strong lead in Europe early on by expanding its
e-roaming network; as of 3Q 2021, its charge card and app users are connected to
over 250,000 chargers across Europe. This gives the company a solid position to
foster strong partnerships with regional market gatekeepers such as automakers
and corporate fleet management companies looking for seamless charging
solutions for their customers.
Greenlots has developed a robust business in supporting private, fleet, and fast
charging networks. Notable developments have come from its support of fast
charging networks such as Electrify America, a number of smaller regional fast
charge networks in North America, and the emerging Southeast Asian charging
market. Success here has translated to momentum for its fleet business; the
company was a key participant in one of the first real world demonstrations of
Class 8 electric trucks via the Volvo LIGHTS project.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
With a strong geographic presence and broad portfolio addressing all major
charging applications from NewMotion and Greenlots, Shell Recharge Solutions is
well-positioned to be a substantial player in the EV charger networking market.
www.newmotion.com
greenlots.com/shell-recharge-solutions
Chart 4-3.
Shell Recharge Solutions Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.2.2
EVBox Group
Overall Score: 73.2
Strategy: 78.0
Execution: 68.0
Based in Amsterdam, the Netherlands, EVBox Group consists of EVBox and its
software platform brand Everon. Parent company EVBox spun off Everon in 2019
following EVBox’s acquisition by the major European utility ENGIE in 2017. Since
then, Everon has been an independent entity under the ENGIE umbrella and a
partner in EVBox’s business, which is focused on producing and deploying
hardware. Together, the companies form the EVBox Group.
From its beginnings, EVBox Group was quick to adopt open standards for its
hardware. Adopting open standards makes for a more competitive hardware
offering because it allows them to choose from a number of networking platforms
including Everon. Spinning out Everon enables EVBox’s platform business to be
more proactive while leveraging a strong hardware partner.
It is unclear how successful Everon has been in gaining business independent of
EVBox. As of late 2021, its success appears closely tied to EVBox’s success. This
fact may not be too concerning because in late summer 2021, the company
announced a new tender to install 300,000 charge points across Denmark by 2030
with the country’s largest energy and telecom group, Norlys. Additionally, EVBox
Group is looking to go public through an SPAC merger with the hopes of raising
nearly $500 million in proceeds.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
The EVBox Group is a market leader in volume and has one of the strongest
global footprints. However, concerns as to whether the SPAC deal will be
successful due to the continuous delaying of the offering’s target date are weighing
on the company’s scores.
www.evbox.com/en/
Chart 4-4.
EVBox Group Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)




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.19


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.2.3
Driivz
Overall Score: 65.5
Strategy: 53.0
Execution: 76.0
Based in Tel Aviv, Israel, Driivz was founded in 2013 and is privately held with
major investors coming from the energy, fuel retail, and automotive sectors. The
company has a special position in the EV charging market in that it is a pure-play
EV charging and energy management platform provider to CPOs and eMSPs. This
white-label approach is highly attractive because it avoids potential conflicts of
interest throughout the complex EV ecosystem. Driivz has a strong track record
supporting major charging networks around the globe, such as EVgo and OBE
Power in North America; Volvo, Mer, ESB ecars, CEZ E-mobility, and MOL in
Europe; and e-Mobility Power in Japan.
Public networks have strong demands for hardware flexibility to future-proof the
technology. They also have strong demands for interoperability so that they can
broaden their customer base. In this regard, it has been critical for Driivz to stay at
the forefront of standards adoption. The company reports that its platform is
compatible with over 200 OCPP-certified chargers; certified for OCPP 1.5 and 1.6;
and compliant with OCPP 2.0.1, Open Charge Point Interface, and ISO 15118.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
While Driivz’s approach works well for market-leading charging networks, it is less
well-positioned to compete for chargers owned and operated by independent site
hosts, which are not as sensitive to hardware interoperability. This near-term
limitation may present a risk in the long term if public charging markets are
disrupted by new charging approaches or business models.
www.driivz.com
Chart 4-5.
Driivz Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.21


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3
Challengers
Challengers are vendors that scored higher than 25 in strategy and execution. This
report identifies 13 companies as Challengers. This group features companies
focused on networking platforms and companies providing both hardware and
platforms.
4.3.1
Virta
Overall Score: 52.6
Strategy: 37.0
Execution: 64.5
Based in Helsinki, Finland, Virta provides a charge management platform for the
European market. Founded in 2013, the company is private. As of April 2021, it
closed €30 million ($35 million) in its latest funding round. It is backed by the
Finnish energy company Helen and a number of Finnish utilities. Virta has also
gained strategic backing from ENEOS, an energy company with 13,000 petroleum
retail fueling sites in Japan, and major European energy company E.ON.
Prior to the investment by E.ON, Virta had supported the energy company’s
development of its EV charging network across Europe and partnered on V2G pilot
projects in Finland. In regards to the latter, the company sees a strong opportunity
with adoption of ISO 15118-20 and bidirectional-capable EVs moving V2G beyond
pilot and demonstration projects.




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.22


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Virta’s positioning for V2G is bold. The technology has drawn its skeptics, and V2G
pure-plays have remained marginal for some time. To Virta’s credit, the indicators
for V2G are encouraging. However, the actual implementation scale is likely to
remain small due to a lack of bidirectional EVs from OEMs. This is changing with
OEMs such as Ford, Hyundai, and others nearing launch of bidirectionally-capable
EVs. Regardless, Virta’s confidence in V2G is likely to pay dividends in specific
European geographies and with fleets. If Virta’s expectations of V2G are realized,
it could very well be considered a Leader. However, it would need to establish a
wider geographic footprint than Europe. An opportunity may exist in Japan via its
backer ENEOS or in the US, which is seeing significant interest in V2G for
electrification of school bus fleets.
www.virta.global
Chart 4-6.
Virta Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.23


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.2
GreenFlux
Overall Score: 44.1
Strategy: 33.0
Execution: 53.0
Based in Amsterdam, the Netherlands, GreenFlux is a pure-play EV charging
management platform. Founded in 2011, the company has also functioned as a
CPO in the Netherlands and as an eMSP. In April 2020, these businesses were
sold to Joulz. In mid-2021, GreenFlux was then acquired by the European fleet
services company DKV.
GreenFlux has a strong presence in VGI, which has led to multiple projects with
utilities throughout Europe and Australia as of late 2020. Beyond utilities,
GreenFlux also supports two major energy providers in Northwest Europe: Eneco
and TotalEnergies. These companies present a strong foundation for future
expansion of the company’s business into the public charging market.




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or in part, without the express written permission of Guidehouse, Inc
.24


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Looking ahead, GreenFlux is well-positioned in Northwestern Europe and has
strong prospects for growth throughout Europe leveraging its new parent’s
presence in fleet services. DKV has a broad geographic footprint in the region with
multiple connections to retail fueling sites and brands. As DKV develops its
e-mobility solution, GreenFlux could be well-positioned to grow its European
business. Prospects for growth abroad are currently limited. To move up in the
rankings, the company will either have to grow quickly in Europe or achieve
significant wins abroad.
www.greenflux.com
Chart 4-7.
GreenFlux Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.25


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.3
Fortum Charge & Drive
Overall Score: 42.8
Strategy: 44.5
Execution: 41.0
Based in Espoo, Finland, Fortum was an early entrant in the market with its
Charge & Drive platform. In 2018, the company acquired Berlin, Germany-based
eMSP Plugsurfing. As of June 2021, Plugsurfing has over 200,000 charge points
connected to its network. Fortum Charge & Drive supports the Recharge network
formerly owned by Fortum, consisting of over 2,600 charge points in Scandinavia.
It also supports CPOs across Europe and in the emerging market of India.
The company has a strong geographic position at the forefront of EV charging
innovations because Scandinavia is electrifying far faster than any other global
market. In doing so, it is experimenting with leading technologies in
hard-to-electrify segments much earlier than other geographies. For example, in
2018, the company announced it was supporting an electric aviation project in
Finland, and in 2019, it announced its participation in a project to electrify taxi
fleets using wireless chargers embedded in taxi queues in Oslo, Norway.




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or in part, without the express written permission of Guidehouse, Inc
.26


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Fortum Charge & Drive’s geographic position is likely well-positioned to seize other
innovative opportunities such as battery-swapping, which is arriving from Chinese
EV makers soon. However, the company’s position is attractive to many
competitors such as Virta and Shell Recharge Solutions, which have been gaining
momentum in Charge & Drive’s core markets. Fortum will need to invest more in
Charge & Drive to keep pace with these competitors.
www.fortum.com
Chart 4-8.
Fortum Charge & Drive Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.27


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.4
Star Charge
Overall Score: 41.6
Strategy: 38.5
Execution: 44.5
Based in Changzhou, China, Star Charge is a hardware manufacturer and
networking platform provider. Of the competitors analyzed in this report, it has the
largest footprint of managed charge points with over 640,000 reported. The
company was founded in 2014 and is the best positioned Chinese company in the
EV charging space to disrupt the European and North American markets. In
September 2020, it pulled in nearly $170 million in a Series A funding round led by
Schneider Electric. In May 2021, it completed an undisclosed Series B funding
round that placed the company’s valuation at a reported ¥15.5 billion ($2.3 billion).
In late 2018, Star Charge took a first step toward a more global presence by
collaborating with global interoperability platform Hubject. The collaboration
brought Hubject into China and created an avenue for Star Charge to expand into
Europe. Since the collaboration, Star Charge has begun to set up businesses in
the main European EV markets of Germany, France, and Norway, but no
significant market presence has yet been observed.




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or in part, without the express written permission of Guidehouse, Inc
.28


Guidehouse Insights Leaderboard: EV Charger Networking Companies
While Star Charge’s presence is significant, it is confined. Like many Chinese
companies in the EV ecosystem, its volumes are large, but its geographic footprint
is limited. It is unclear whether Star Charge’s success in China can be translated to
Europe or North America. Much depends on what the company can bring to these
markets in terms of price and technology differentiation.
www.starcharge.com
Chart 4-9.
Star Charge Strategy and Execution Scores
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(Source: Guidehouse Insights)
4.3.5
FLO | AddEnergie
Overall Score: 41.3
Strategy: 47.5
Execution: 34.0
Based in Quebec, Canada, FLO | AddEnergie produces EV charging hardware
and software solutions and operates FLO, one of the largest charging networks in
Canada. Its business and network are in Canada and the US, and it is a private
company with announced funding since late 2020 totaling around $85 million.


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or in part, without the express written permission of Guidehouse, Inc
.29


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Since the company was founded, it has sold over 50,000 chargers, 1,000 of which
are DC fast chargers. Besides operating FLO, FLO | AddEnergie also supports
three other Canadian charge point networks: Electric Circuit in Montreal, eCharge
in New Brunswick, and the BC Hydro EV network in British Columbia. In the US, it
also supports numerous projects with cities and utility networks, and as of late
2020, it is supporting a Midwestern charge point network called Electrada.
The company has distinguished itself in smart charging through utility projects and
partnerships established with virtual power plant providers. In fleet electrification, it
has also established a strong footprint by partnering with The Lion Electric Co., a
leading supplier of electric trucks and buses based in Quebec. While the company
has developed a strong business overall, its geographic footprint is relatively
limited, resulting in scores that place it in the Challenger category.
www.addenergietechnologies.com
Chart 4-10. FLO | AddEnergie Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.30


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.6
innogy eMobility Solutions
Overall Score: 40.0
Strategy: 44.5
Execution: 35.0
Based in Essen, Germany, innogy eMobility Solutions is a subsidiary of the
European energy company E.ON. The company originated from one of the first
e-mobility businesses in Europe under another major European energy company,
RWE. The e-mobility business along with RWE’s renewable energy and advanced
technology businesses were spun out to form innogy in 2016. In 2018, E.ON
announced its plan to acquire innogy, and in 2020, it completed the acquisition,
bringing the eMobility Solutions division under its umbrella.
innogy eMobility Solutions is active in Europe and North America with a portfolio of
AC and DC charging hardware and software. In Europe, it has created an
e-roaming network of over 185,000 charge points via a JV with DKV known as
Charge4Europe. In North America, innogy eMobility Solutions acquired BTC
Power, a DC fast charger supplier, and Recargo, owner of the popular EV charging
app PlugShare, in 2018. As of July 2021, Recargo was sold to US-based EV
charging company EVgo.
innogy eMobility Solutions has also been an early adopter of open standards for
both hardware and software. For software specifically, it has been at the leading
edge of Plug&Charge as one of the original investors in the international e-roaming
platform and Plug&Charge supporter Hubject. With Plug&Charge now becoming
more common among EVs, this branding could be impactful. How impactful
depends on how quickly EV manufacturers adopt Plug&Charge and how well other
charge point platforms cut into the company’s Plug&Charge brand presence.




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or in part, without the express written permission of Guidehouse, Inc
.31


Guidehouse Insights Leaderboard: EV Charger Networking Companies
While the company has been a strong presence in the industry, its long-term
presence as a platform provider on the global stage is unclear. E.ON has shown
interest in competing software platform provider Virta by investing in the company
and using it for its own Drive network. At the same time, Germany EV charging
company Compleo is in negotiations with E.ON to carve out the European innogy
eMobility Solutions business.
www.innogy.com
Chart 4-11.
innogy eMobility Solutions Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.32


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.7
Etrel
Overall Score: 39.3
Strategy: 40.5
Execution: 38.0
Based in Grosuplje, Slovenia, Etrel was acquired by Landis+Gyr in mid-2021. The
company is a producer of EV charging hardware and provides a software
management platform called OCEAN. Founded in 2007, Etrel’s charging solutions
have a strong presence with destination and fast charging networks throughout
Europe.
Etrel’s presence is strong in emerging EV markets of Central and Eastern Europe.
Here the company has established itself with major telecom businesses, fuel
retailers, and utilities supporting the development of networks with both hardware
and software. Etrel is also part of the Generalized Operational FLEXibility or
GOFLEX project, which aims to demonstrate the technological readiness of
solutions for distributed flexibility and automated dynamic pricing to improve local
electricity distribution systems. Etrel supports the project through its energy
management capabilities developed for its platform.




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or in part, without the express written permission of Guidehouse, Inc
.33


Guidehouse Insights Leaderboard: EV Charger Networking Companies
With backing from Landis+Gyr and a strong geographic footprint in emerging EV
markets, Etrel is well-positioned to develop into a strong competitor in the global
EV charging market. With the Northwestern European markets being highly
competitive, Etrel’s best opportunities will likely be in identifying and supporting
nascent markets. Hence, to progress upward in the rankings, it will need to make a
substantial footprint outside of Europe or acquire a presence in Northwest Europe.
www.etrel.com
Chart 4-12. Etrel Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.34


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.8
Blink Charging
Overall Score: 39.3
Strategy: 38.5
Execution: 40.0
Based in Miami Beach, Florida, Blink is a publicly traded company with origins tied
to one of the earliest charge point networks developed by Ecotality. Originally
founded as The Car Charging Group in 2009, it acquired several small EV
charging companies, and in 2013, it acquired Ecotality’s assets, which significantly
increased The Car Charging Group’s footprint. In 2017, the company was
rebranded to Blink Charging—the original name of Ecotality’s charging network.
The company’s business model includes multiple revenue streams, such as direct
equipment sales, charge point operation, and a lease-like subscription model for
site hosts. Throughout the company’s history it has grown organically and through
acquisition. In 2020, it acquired two small networks in North America: U-Go
Stations and complementary electric mobility service BlueLA. In 2021, it acquired
the European charge point network Blue Corner, expanding its global network
base by over 40%.




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or in part, without the express written permission of Guidehouse, Inc
.35


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Blink has been discounted in past Leaderboard analyses for struggles inherent to
acquisition being its primary method of growth and the reputation developed by its
core business and technology originally established by Ecotality. Despite these
challenges, Blink continues to grow, both through acquisitions and new tenders at
commercial properties. It has also deployed a refreshed, attractive, and flexible
technology stack. With a footprint in Europe, Blink’s prospects to be a Contender
are much stronger.
www.blinkcharging.com
Chart 4-13. Blink Charging Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.36


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.9
Last Mile Solutions
Overall Score: 39.0
Strategy: 34.5
Execution: 43.0
Based in Rotterdam, the Netherlands, Last Mile Solutions is a pure-play EV
charging management platform provider focused on providing white-label solutions
to CPOs and eMSPs. Founded in 2007, the company is private, and in early 2021,
it acquired backing from strategic partner Eurowag, which provides in-car
navigation systems among other things. The partnership could prove valuable for
Last Mile Solutions in providing white-labeled eMSP solutions to EV makers.
Situated in one of the most competitive and innovative EV charging markets
globally, Last Mile Solutions has been party to many developments in leading
technologies such as V2G. As of April 2021, it is also supporting the pilot of
conductive charge point deployments that are designed to be embedded in
pavement. This new approach to charging presents some challenges, such as
managing street debris and ergonomic issues tied to authorizing access. Access is
often enabled by charge cards, and the pavement height of the charging hardware
may present a challenge that is best solved by software. Despite these challenges,
the approach presents a strong advantage for space reductions in
space-constrained streets common in Europe.




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.37


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Last Mile Solutions is firmly positioned in the most competitive European EV
charging markets and is making progress in emerging Central and Eastern
European markets. It has also achieved a footprint abroad in the Caribbean. The
organic growth of the company is encouraging; however, to progress higher in the
rankings, it would need to establish a stronger geographic footprint abroad that
likely requires raising significant capital.
www.last-mile-solutions.com
Chart 4-14. Last Mile Solutions Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.38


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.10
SemaConnect
Overall Score: 34.4
Strategy: 41.5
Execution: 25.5
Based in Bowie, Maryland, SemaConnect provides AC charging hardware and a
networking platform for multiple EV charging applications. Founded in 2008, the
private company has a footprint in the US and India. As of late 2020, it has
acquired backing from North American private equity firm Trilantic Capital
Partners.
In 2017, SemaConnect expanded its reach in North America significantly when it
was chosen alongside other North American competitors to support Electrify
America’s deployment of 2,800 chargers to multi-unit dwellings and workplaces. In
2020, SemaConnect also reached a reseller agreement with the massive global
retail fuel technology supplier Gilbarco Veeder-Root, which has also made
strategic investments in leading startups in the DC fast charging space such as
Tritium.




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or in part, without the express written permission of Guidehouse, Inc
.39


Guidehouse Insights Leaderboard: EV Charger Networking Companies
The company is a competitor to ChargePoint and FLO | AddEnergie in North
America and is one of few companies examined by this report to have a footprint in
India. The company’s solution for private networks is strong, but its portfolio is
partial without DC or VGI capabilities. These gaps limit the applicability of the
company’s network platform for fast charge services and heavy commercial fleets.
www.semaconnect.com
Chart 4-15. SemaConnect Strategy and Execution Scores

(Source: Guidehouse Insights)


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or in part, without the express written permission of Guidehouse, Inc
.40


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.11
ubitricity
Overall Score: 31.9
Strategy: 37.5
Execution: 25.0
Based in Berlin, Germany, ubitricity is a developer of public charging solutions
designed to integrate with existing infrastructure such as light poles. Branded as
the Simple Socket, the hardware is a compact AC charge point designed to
integrate with three common built infrastructure platforms—a wall box, a bollard,
and a light pole. The light pole variant has observed significant market interest in
Europe where street space is limited. Supplementing the hardware is the
company’s software solution, ubiCharge, which handles user access and
authorization, e-roaming, and all other standard management functions.
The company was founded in 2008 and was private until early 2021 when it was
acquired by Shell. Shell has ambitious plans for ubitricity, intending to increase the
company’s network within the UK from around 3,600 charge points (as reported in
September 2021) to 50,000 by the end of 2025. Outside of the UK, the company’s
business is growing throughout Europe with the first stations deployed to France,
Switzerland, and Ireland since October 2020. Additionally, the company has
plotted an entrance into China via a partnership with Chinese construction and
engineering company MECOM.




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or in part, without the express written permission of Guidehouse, Inc
.41


Guidehouse Insights Leaderboard: EV Charger Networking Companies
ubitricity brings an innovative and unique hardware solution to the market with
potential for strong organic growth from city governments. This fact and Shell’s
backing are highly indicative that the company is poised for significant growth.
While ubitricity’s position is encouraging, its portfolio is partial compared to other
players examined in this report. This is limiting for the fleet market in the near term,
it could be a risk in the long term if the EV market shifts more strongly toward DC
fast charging.
www.ubitricity.com
Chart 4-16. ubitricity Strategy and Execution Scores

(Source: Guidehouse Insights)


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or in part, without the express written permission of Guidehouse, Inc
.42


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.12
Telaidian
Overall Score: 29.8
Strategy: 29.5
Execution: 30.0
Based in Hong Kong, China, Telaidian is the EV charging solutions division of
TGOOD, a publicly traded company with a core business in power and automation.
It entered the EV charging market in 2015 and has reported over 350,000 charge
point installations. The company provides a broad range of hardware solutions
alongside its networking platform. As of August 2021, Telaidian is also working
with one of China’s EV startups, ARCFOX, to develop seamless charging access
and authorization for ARCFOX drivers.
As one of the largest charge point networks, Telaidian is a major participant in the
JV established with China’s two major state-owned utilities and Star Charge. The
JV was established in 2019 and is now called UNIEV. As of late 2020, it has
interconnected charge points of over 200 operators, amounting to 540,000 charge
points.




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or in part, without the express written permission of Guidehouse, Inc
.43


Guidehouse Insights Leaderboard: EV Charger Networking Companies
Telaidian’s EV charging activities are primarily in China, but it has multiple legacy
markets that could serve as beachheads for international expansion. Though this
potential exists, no international expansions have been identified. The company is
not expected to have a significant impact on the global stage until it takes steps to
establish an international presence.
www.teld.cn
Chart 4-17. Telaidian Strategy and Execution Scores
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(Source: Guidehouse Insights)




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or in part, without the express written permission of Guidehouse, Inc
.44


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.3.13
EV Connect
Overall Score: 28.4
Strategy: 25.0
Execution: 31.5
Based in El Segundo, California, EV Connect is a private company leveraging an
EV charge point management platform. The company has a workforce of nearly
100 people and has raised over $35 million since its founding in 2010.
The company has developed business in the US, Australia, and Canada as of July
2020. Regarding the latter, EV Connect acquired a 200 charge point network in
Toronto known as MyEVRoute. EV Connect has also established a footprint in one
of the most attractive markets for V2G: the US school bus market. In early 2021, it
announced that its platform will be used in a V2G trial for an Indiana school bus
fleet. EV Connect has also had notable wins with high profile projects such as
Electrify America and a fast charging network in Australia called Evie.




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or in part, without the express written permission of Guidehouse, Inc
.45


Guidehouse Insights Leaderboard: EV Charger Networking Companies
The company has proven adept at winning notable projects and staying at the
leading edge of business model and technological developments. However,
relative to the competition, its fundraising haul is small. Given heavy competition in
private and destination charging markets, further developing its advanced
capabilities for the emergent fleet market will be key for differentiation and growth.
www.evconnect.com
Chart 4-18. EV Connect Strategy and Execution Scores

(Source: Guidehouse Insights)


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or in part, without the express written permission of Guidehouse, Inc
.46


Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.4
Followers
Followers are vendors that scored below 25 in Strategy or Execution. Two
companies are identified as Followers in this report. These competitors provide a
hardware solution alongside their platform.
4.4.1
bp pulse
Overall Score: 29.3
Strategy: 36.0
Execution: 20.5
Based in Luton, UK, bp pulse was formerly Chargemaster. The company was
acquired by BP in 2018 and rebranded to bp pulse in late 2020. The company
brings a vertically integrated hardware and network platform solution to the market
and has built out a UK charge point network of over 8,000 charge points. The
German brand of bp pulse, Aral pulse, has developed a network of 500 charge
points as of late 2021.
With an estimated 4,000 conventional retail fuel sites under BP brands in
Germany, Austria, Switzerland, the Netherlands, and Poland, bp pulse is
positioned to have a broad footprint across the public fast charging market on the
continent. Globally, BP’s retail site footprint is over 20,000 charge points with plans
to grow in India. This could be leverage for expanding into private network,
destination, and fleet charge point markets abroad. Additionally, plans for the
domestic UK market are also encouraging with BP looking to double the number of
charge points by 2030, including the development of ultra-fast charging hubs.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
The backing of BP is a strong potential driver for future growth and global footprint
for bp pulse. In its domestic market, a lack of presence in VGI could limit prospects
for residential, private network, and fleet businesses as multiple competitors in the
UK are developing advanced competitive solutions in this area.
www.bppulse.co.uk
Chart 4-19. bp pulse Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)
4.4.2
Pod Point
Overall Score: 19.7
Strategy: 22.0
Execution: 17.0
Based in London, UK, Pod Point develops EV charging hardware and leverages a
charge point management platform to run its own public charging network and
services for fleet and private charging network markets. The company was
founded in 2009 and has shipped over 100,000 charge points to the UK and
Norwegian markets.


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
In early 2020, Pod Point was acquired by European energy company EDF, which
has legacy businesses in the UK, France, Belgium, and Italy. The Pod Point
acquisition bolstered EDF’s e-mobility growth strategy in the UK, but it is unclear if
Pod Point’s software capabilities will be a part of EDF’s solutions for its other
European markets. In these markets, EDF is developing its e-mobility services
through IZIVIA—the rebrand of the company’s original e-mobility business known
as Sodetrel.
As of late 2021, Pod Point reports a UK-based charge point network of over 5,000
charge points. In recent years, it has made major wins in the country via site
installations for grocery chains such as Lidl and Tesco. Though the company has a
strong presence in the UK, prospects for wider impacts with EV charging
management are likely limited. Within the UK, the company has not been at the
forefront of VGI activities, which could be damaging for growth prospects in other
non-public charging markets. To move up in the rankings, it is most necessary for
Pod Point to establish a larger footprint in Europe or further abroad.
www.pod-point.com
Chart 4-20. Pod Point Strategy and Execution Scores
-
10
20
30
40
50
60
70
80
90
100
Innovation
Staying Power
Product Portfolio
Sales
Geographic Reach
Product Strategy
Partners
Go-to-Market Strategy
ExecutionStrategy
(Source: Guidehouse Insights)


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 5
Acronym and Abbreviation List
AC ........................................................................................................................ Alternating Current
CAGR .............................................................................................. Compound Annual Growth Rate
CPO................................................................................................................ Charge Point Operator
DC ................................................................................................................................ Direct Current
DER .................................................................................................... Distributed Energy Resources
eMSP............................................................................................. Electric Mobility Service Provider
EV .............................................................................................................................. Electric Vehicle
GHG ........................................................................................................................ Greenhouse Gas
JV .................................................................................................................................. Joint Venture
kW ......................................................................................................................................... Kilowatt
OCPP .................................................................................................... Open Charge Point Protocol
OEM .............................................................................................. Original Equipment Manufacturer
SPAC..................................................................................... Special Purpose Acquisition Company
UK ............................................................................................................................ United Kingdom
US ................................................................................................................................ United States
VGI ............................................................................................................... Vehicle Grid Integration
V2G ............................................................................................................................ Vehicle-to-Grid


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 6
Table of Contents
Section 1 ......................................................................................................................................... 1
Executive Summary ....................................................................................................................... 1
1.1 Market Introduction .......................................................................................................... 1
1.2
The Guidehouse Insights Leaderboard Grid .................................................................... 2
Section 2 ......................................................................................................................................... 3
Market Overview ............................................................................................................................. 3
2.1 Market Definition .............................................................................................................. 3
2.2 Market Drivers .................................................................................................................. 4
2.3 Market Barriers ................................................................................................................. 4
2.4 Market Trends .................................................................................................................. 6
Section 3 ......................................................................................................................................... 8
The Guidehouse Insights Leaderboard ....................................................................................... 8
3.1
The Guidehouse Insights Leaderboard Categories ......................................................... 8
3.1.1
Leaders ....................................................................................................................... 8
3.1.2 Contenders ................................................................................................................. 8
3.1.3 Challengers ................................................................................................................ 8
3.1.4 Followers .................................................................................................................... 8
3.2
The Guidehouse Insights Leaderboard Grid .................................................................... 8
Section 4 ....................................................................................................................................... 11
Company Rankings ...................................................................................................................... 11
4.1
Leaders .......................................................................................................................... 11
4.1.1 ChargePoint.............................................................................................................. 11
4.1.2 Enel X ....................................................................................................................... 13
4.2
Contenders ..................................................................................................................... 14


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
4.2.1 Shell Recharge Solutions (NewMotion and Greenlots) ............................................ 15
4.2.2 EVBox Group ........................................................................................................... 17
4.2.3 Driivz ......................................................................................................................... 19
4.3
Challengers .................................................................................................................... 21
4.3.1 Virta .......................................................................................................................... 21
4.3.2 GreenFlux ................................................................................................................. 23
4.3.3 Fortum Charge & Drive ............................................................................................ 25
4.3.4 Star Charge .............................................................................................................. 27
4.3.5 FLO | AddEnergie ..................................................................................................... 28
4.3.6
innogy eMobility Solutions ........................................................................................ 30
4.3.7 Etrel .......................................................................................................................... 32
4.3.8 Blink Charging .......................................................................................................... 34
4.3.9
Last Mile Solutions ................................................................................................... 36
4.3.10
SemaConnect ...................................................................................................... 38
4.3.11
ubitricity ................................................................................................................ 40
4.3.12
Telaidian ............................................................................................................... 42
4.3.13
EV Connect .......................................................................................................... 44
4.4
Followers ........................................................................................................................ 46
4.4.1
bp pulse .................................................................................................................... 46
4.4.2 Pod Point .................................................................................................................. 47
Section 5 ....................................................................................................................................... 49
Acronym and Abbreviation List .................................................................................................. 49
Section 6 ....................................................................................................................................... 50
Table of Contents ......................................................................................................................... 50
Section 7 ....................................................................................................................................... 53
Table of Charts and Figures ....................................................................................................... 53


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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 8 ....................................................................................................................................... 55
Scope of Study and Methodology .............................................................................................. 55
8.1
Scope of Study ............................................................................................................... 55
8.2
Sources and Methodology ............................................................................................. 55
8.2.1 Vendor Selection ...................................................................................................... 56
8.2.2 Ratings Scale ........................................................................................................... 56
8.2.2.1
Score Calculations ........................................................................................... 56
8.2.3 Criteria Definitions .................................................................................................... 57
8.2.3.1
Strategy ........................................................................................................... 57
8.2.3.2
Execution ......................................................................................................... 58



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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 7
Table of Charts and Figures
Chart 1-1. The Guidehouse Insights Leaderboard Grid .............................................................. 2
Chart 2-1. Charge Point Operations Revenue by Application, World Markets: 2020, 2025,
2030 ............................................................................................................................ 6
Chart 3-1. The Guidehouse Insights Leaderboard Grid .............................................................. 9
Chart 4-1. ChargePoint Strategy and Execution Scores ........................................................... 12
Chart 4-2. Enel X Strategy and Execution Scores .................................................................... 14
Chart 4-3. Shell Recharge Solutions Strategy and Execution Scores ...................................... 16
Chart 4-4. EVBox Group Strategy and Execution Scores ......................................................... 18
Chart 4-5. Driivz Strategy and Execution Scores ...................................................................... 20
Chart 4-6. Virta Strategy and Execution Scores........................................................................ 22
Chart 4-7. GreenFlux Strategy and Execution Scores .............................................................. 24
Chart 4-8. Fortum Charge & Drive Strategy and Execution Scores .......................................... 26
Chart 4-9. Star Charge Strategy and Execution Scores ........................................................... 28
Chart 4-10. FLO | AddEnergie Strategy and Execution Scores .................................................. 29
Chart 4-11.
innogy eMobility Solutions Strategy and Execution Scores ..................................... 31
Chart 4-12. Etrel Strategy and Execution Scores........................................................................ 33
Chart 4-13. Blink Charging Strategy and Execution Scores ....................................................... 35
Chart 4-14. Last Mile Solutions Strategy and Execution Scores ................................................. 37
Chart 4-15. SemaConnect Strategy and Execution Scores ........................................................ 39
Chart 4-16. ubitricity Strategy and Execution Scores .................................................................. 41
Chart 4-17. Telaidian Strategy and Execution Scores ................................................................ 43
Chart 4-18. EV Connect Strategy and Execution Scores ............................................................ 45
Chart 4-19. bp pulse Strategy and Execution Scores ................................................................. 47



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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Table 3-1. The Guidehouse Insights Leaderboard Overall Scores ........................................... 10



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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Section 8
Scope of Study and Methodology
8.1
Scope of Study
Guidehouse Insights has prepared this report to provide an analysis of the current
vendor landscape in the market for EV charge point networking platforms. The
report is intended for investors and players in energy retail and infrastructure
development.
The major objective of this Guidehouse Insights Leaderboard is to provide a timely
overview of the companies involved in the EV charge point networking platform
market and a robust comparison of their strategy and execution in developing,
marketing, and selling solutions. Note that the company rankings capture the
vendors’ standing at the time of the report’s development and are not an indication
of future success. Guidehouse Insights expects the competitive landscape to
change significantly as business models evolve with technological innovations in
vehicles and charging equipment. This report is not exhaustive. There are many
players in the market; this report focuses on the top 20 companies for EV charger
networking platforms.
8.2
Sources and Methodology
Guidehouse Insights’ industry analysts use a variety of research sources in
preparing Research Reports. The key component of Guidehouse Insights’ analysis
is primary research gained from phone and in-person interviews with industry
leaders including executives, engineers, and marketing professionals. Analysts are
diligent in ensuring that they speak with representatives from every part of the
value chain, including but not limited to technology companies, utilities and other
service providers, industry associations, government agencies, and the investment
community.
Additional analysis includes secondary research conducted by Guidehouse
Insights’ analysts and its staff of research assistants. Where applicable, all
secondary research sources are appropriately cited within this report.
These primary and secondary research sources, combined with the analyst’s
industry expertise, are synthesized into the qualitative and quantitative analysis
presented in Guidehouse Insights’ reports. Great care is taken in making sure that
all analysis is well-supported by facts, but where the facts are unknown and
assumptions must be made, analysts document their assumptions and are
prepared to explain their methodology, both within the body of a report and in
direct conversations with clients.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
Guidehouse Insights is a market research group whose goal is to present an
objective, unbiased view of market opportunities within its coverage areas.
Guidehouse Insights is not beholden to any special interests and is thus able to
offer clear, actionable advice to help clients succeed in the industry, unfettered by
technology hype, political agendas, or emotional factors that are inherent in
cleantech markets.
8.2.1
Vendor Selection
The vendors selected for this report were chosen based on two criteria: their
networking platform must be competitive in the public charging market and the
vendor must be a leading competitor in either North America, Europe, or China or
have established an international presence. The above criteria exclude companies
that are focused on the following portions of the EV charging market value chain:
eMSPs (e.g., PlugShare, Plugsurfing, and Chargemap), CPOs (e.g., Electrify
America, IONITY, Fastned, Allego, and EVgo), smart charging apps (e.g.,
ev.energy, Jedlix, and Ohme), V2G platforms (e.g., Nuvve, Fermata Energy, and
Kaluza), fleet or building integration companies (e.g., AMPLY, The Mobility House,
and Schneider Electric), and hardware providers (e.g., ABB, Siemens, and
ClipperCreek).
8.2.2
Ratings Scale
Companies are rated relative to each other using the following point system. The
ratings are a snapshot in time, showing the current state of the company. These
scores are likely to be fluid as new competitors enter the market and customer
requirements evolve.
• Very Strong
91 – 100
• Strong
76 – 90
• Strong Moderate
56 – 75
• Moderate
36 – 55
• Weak Moderate
21 – 35
• Weak
11 – 20
• Very Weak
1 – 10
8.2.2.1
Score Calculations
The scores for strategy and execution are weighted averages based on the
subcategories. The overall score is calculated based on the root mean square of
the strategy and execution scores.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
8.2.3
Criteria Definitions
8.2.3.1
Strategy
The Strategy criteria include go-to-market strategy, partners, product strategy, and
geographic reach. The scores for these criteria are weighted 20%, 30%, 20%, and
30%, respectively. Higher weighting for partners and geographic reach is due to
better visibility and consistency of data used to inform the analysis.
• Go-to-Market Strategy: Evaluates the company's strategy for reaching EV
charging applications such as destination, fast, fleet, workplace and apartment
complex, and home charging. Competitors with a complete hardware and
platform solution typically score well in destination, workplace, and apartment
complex applications but less well in fast charging and fleet markets where
vendor interoperability is highly desired. Scores for each application are
weighted based on Guidehouse Insights’ 2030 projection of revenue by
application. Companies providing both hardware and platform solutions have
the strongest scores here.
• Partners: Measures the company's established partnerships, defined as
strategic investors, pilot project participants, resellers, market gatekeepers
(e.g., utilities, automakers, and leasing companies), and other companies in
the charging market value chain. Scores are applied to each application and
weighted based on Guidehouse Insights’ 2030 revenue projection. Companies
that have attained backing from major energy companies typically have the
strongest scores.
• Product Strategy: Evaluates the company’s product as applied to the five
charging applications. Scores for each application are weighted based on
Guidehouse Insights’ 2030 revenue projection. Considerations for each
application include conflicts of interest, turnkey offerings, interoperability, and
differentiation. Companies with a wide product portfolio and presence in
residential smart charging have the strongest scores.
• Geographic Reach: An evaluation of companies’ footprints in global regions
defined as follows: North America, Europe, China, Organisation for Economic
Co-operation and Development Asia Pacific, and Rest of World. Competitors
are evaluated on their relative presence in each region, and each region is
weighted based on Guidehouse Insights’ 2030 revenue projection. Companies
with a footprint in more than one region have the strongest scores.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies
8.2.3.2
Execution
The execution criteria include sales, product portfolio, staying power, and
innovation. The scores for these criteria are weighted 40%, 20%, 30%, and 10%,
respectively. Higher weighting for sales and staying power is due to better visibility
and consistency of data used to inform the analysis.
• Sales: Evaluates the company’s performance as measured in charge points
managed by the company’s platform. These figures are often reported by the
vendors but not always. Where not reported, Guidehouse Insights has
estimated the figure based on other indicative data points. The figures are
adjusted or discounted based on vendor business models, which may distort
sales in regard to the platform specifically. Overall score strength is mixed
across all vendor business model types.
• Product Portfolio: Addresses the vendors’ suites of product capabilities
relative to the needs of the five charging applications. Capabilities included in
this analysis are Plug&Charge readiness, e-roaming network size, charging
app or charge card members, VGI, and local integration solutions for fleets,
buildings, or both.
• Staying Power: Evaluates the company’s financial resources based on
announced funding rounds, market valuations, and other indicators of
company size. Higher scores are given to companies with better financial
performance and more capability to survive market downturns or pivot to new
innovation areas through acquisition or internal development.
•
Innovation: Inventories a company’s activities in advanced networking
capabilities such as V2G, with advanced charging technologies such as
wireless charging, or in new transportation markets such as aviation or marine
markets. Companies that have participated in numerous pilot and
demonstration activities score strongest here.




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Guidehouse Insights Leaderboard: EV Charger Networking Companies





Published 4Q 2021

©2021 Guidehouse Inc.
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www.guidehouseinsights.com

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Note: Editing of this report was closed on December 13, 2021.