After my first blog, I went and did more research based on the feedback I got from readers. One thing that came out is that most were skeptical on the possibility of EVs – electric cars – taking over the mobility industry. I do not want to convince you; I just want you to reason with me. I have a lot to share with regards to electromobility; this is because I view EVs as part of disruptive technologies that will change our current ‘normal’ in the near future.
Recently I followed through videos of the Swedbank Nordic Energy Summit in Oslo, Norway, that was held on March this year. I was particularly captivated by one Tony Seba’s Keynote presentation on Clean Disruption. He expounded clearly on disruptive technologies and how they will affect energy and transportation in the near future. He also pointed out that the experts often get it wrong as they give predictions that are later made obsolete by disruptive technologies. I believe you have come across some of infamous quotes made by renowned people that were later disapproved. Check out some of the ‘Expert’ Disruption Forecasts:
“The internet will catastrophically collapse in 1996.” Robert Metcalfe, 1995
“There is no reason anyone would want a computer in their home.” Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977
"I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943.
“The horse is here to stay but the automobile is only a novelty – a fad.” — President of the Michigan Savings Bank advising Henry Ford’s lawyer, Horace Rackham, not to invest in the Ford Motor Company, 1903.
"The Americans have need of the telephone, but we do not. We have plenty of messenger boys." -- Sir William Preece, chief engineer of the British Post Office, 1876.
You notice that it’s usually the ‘experts’ and ‘insiders’ who dismiss Disruptive Opportunities. Take this elaborate example. In the mid-1980s, AT&T hired McKinsey & Co to forecast cell phone adoption by the year 2000. Their prediction was 900,000. The low number made AT&T believe their landline business would prosper, therefore, ignored entering the mobile phone business. However, it was off by a whopping 120 times. The actual number in the year 2000 was 109 million. This means that AT&T missed out on multi-trillion-dollar opportunity by ignoring cell phone business.
I wonder why smart people are the ones that consistently fail to anticipate or lead market disruption. Disruption has occurred in the past, and it is in the course of happening now. Recently, the entry of smartphone not only affected the mobile phone industry such as kicking Nokia and the like out of the market, but is currently affecting the banking, marketing, and several other sectors. Although smartphones were expensive compared to the mainstream, its superior nature made it attractive to the market. The technology cost curve then decreased making it the preferred gadget over other phones.
Let’s look at Uber; a technology that is currently leading a market disruption that is likely to affect the concept of car ownership globally. Its taking a bottom-up approach and the smartphone is essential in assisting in the disruption. Compared to taxis, Uber is cheaper, better, faster, and customizable. That is the reason it has been able to spread faster globally even though it is based on a rather simple business model. It hit the industry so hard to an extent that taxi business owners in some parts of the world protested bitterly.
The main contention when it comes to EVs is the energy storage and the mileage after charge. There are several battery mega factories that are coming up such as Tesla and BYD. Besides reduced costs, the energy storage density will also improve. It is very similar to the evolution of the smartphones; within a short-time, several other companies came on board driving the prices down while at the same time, improving the technology. One may argue that it is not right to compare disruption in the car industry to that of the mobile phones. But we have never experienced the dominance of electric cars on our roads.
One thing I admire is the exponential growth of technologies that support the EV industry. Besides energy storage, there are advancement towards autonomous driving that many are still skeptical about. There are ongoing trials in most parts of the developed world with Germany, Spain and the Netherlands allowing testing robotic cars in traffic. In addition, cities in France, Belgium, Italy and the UK planning to operate transport systems for driverless cars. I was surprised to find out that the cost of producing the sensor needed to facilitate autonomous driving dropped from $70,000 in 2012 to $250 in 2016. It’s difficult to explain such drastic drop in prices. I look at it as a result of amalgamation of different improving technologies that make the final product better but cheap. The same case applies to EVs, by 2019, several companies hope to produce cars selling for $20,000 with shorter time for charging and longer mileage.
I guess I have written much about EVs already. Although predicting the future is not easy, I hope looking at disruptive technologies in general has given you a picture of what is bound to happen. Please note that Stone Age did not end due to lack of rocks, but because disruptive technology led to Bronze Age. Currently, the world is used to a centralized, extraction-resource-based energy sources such as oil, gas, coal, and nuclear. However, such will be disrupted by superior technologies that have better business models. With regards to EVs, TESLA Model S was chosen as the best car ever by the American consumers in 2013. It is currently the best-selling high-end large luxury car beating leaders such as Rolls-Royce, BMW, Audi and Chevy Equinox. Looking into the future, if the business model adopted by Uber and the autonomous driving of EVs become part of our future, there will be no need to own a car, and therefore need for parking spaces as vehicles will be in constant motion unless charging.