Energy Flexibility - Cloud Services

Easee is the largest EV charger platform for Homes & MDUs in Europe. Easee is B2B2C, their partners connects to the Easee cloud (AWS) through Advanced Message Queuing Protocol (AMQP) to have access to the EV Chargers to build digital products and services.

+700k Chargers Installed

+100 B2B Partners Integrated

Company site

The Challenge

Easee faces a recurring cost challenge: as charger sales increase, so do cloud costs when chargers are connect to easee's back-end rather than through their partners. This issue becomes significant at scale. To address it, a dedicated team was formed to explore monetization opportunities for the cloud infrastructure.

From Discover to Deliver

We clustered the markets that Easee sells according to regulations and similar purchasing behaviours for EV chargers in large sites:

NORDICS (Norway, Sweden, and Denmark)
BENELUX (Belgium, the Netherlands, and Luxembourg)
DACH (Germany, Austria, and Switzerland)
UK

10 Research Interviews

4 Workshops

2 Leadership Reports

Collaborating with Data Scientists and Developers

Value proposition & Business plan

Reporting to Leadership through storytelling

Outcome & Imapct

Easee revisit existing contracts. The team met the biggest integrated partner that had over 100k chargers connected and was costing more than 50k usd a month on infrastructure and cloud costs.
- The new contract served as a reference to other integrated partners on how to connect and pay for easee cloud services and offset +1 Million dollars in cloud costs.
Easee offered connection via local OCPP to partners that didn't want to pay for the cloud services.
- By offering an alternative, companies would pay for their back-end provider and LTE connection and have full autonomy on the hardware Easee provided.
The company shift towards the Idea 2 presented - "Scaling through Partners".
- The team revamped existing B2B products and offered for free to partners that were willing to pay for cloud solutions, this strategy reduce integrated partners on Easee internal customer support team thus reducing Easee operational costs and support tickets.

References from this project

Stian Oien - Head of Product
He always presented his findings and recommendations in a structured, fun and engaging manner. Paul is a team player and was wanted by many of the product squads within Easee.

Afonso Malo Franco - Product Director
Paul is one of the most talented designers I’ve worked with when it comes to dissecting complexity. He has this superpower of taking anything that is complex and unstructured - and transform it into something beautifully simple. It’s very impressive.