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Date: October 9, 2023
Ailén Pedrotti
By Ailén Pedrotti
Spain
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Hubject: “Lack of awareness in Spain regarding the importance and benefits of an interoperable network”

The world's largest interoperability network, Hubject, shares its perspective on the deployment of eMobility charging points in Spain. Cities like Madrid, Palma, or Valencia are currently leading the way, but what's behind their success?
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The recurring challenge in Spain, known as the “thousand applications dilemma,” is once again in the spotlight, and Hubject addresses the root cause of this issue.

In a conversation with Mobility Portal Europe, Dah Nayem, Market Development Manager of the world’s largest interoperability network, acknowledges that the problem isn’t primarily bureaucratic.

Dah Nayem, Market Development Manager of Hubject.

“What is happening here is more a lack of awareness about the importance and benefits of interoperability in the country,” he points out.

However, this issue is region-specific.

Municipalities like Madrid, Palma, or Valencia do have a deep understanding of the value they bring to the electric mobility ecosystem, as recognized by the executive.

Hubject offers insights based on years of experience in the eMobility sector.

From its inception, Hubject has played a pivotal role in large-scale consultancy projects and has been instrumental in shaping the industry from its early stages.

The company’s e-Roaming system dramatically simplifies the electric vehicle charging experience for drivers.

How? Using a single app or RFID card, electric vehicle drivers can charge their vehicles at any charging station, regardless of the operator.

The goal is to enable electric vehicle drivers to travel, for example, from Madrid to Berlin with all the necessary information without the need to register with multiple apps.

“This combination significantly enhances the end consumer’s charging experience,” emphasizes the Hubject representative.

Moreover, the eRoaming system also reduces the complexity of interactions between the key players in electric mobility: Electric Mobility Service Providers (EMPs) and Charging Point Operators (CPOs).

However, to make all this work, there must be a concrete commitment to deploying charging infrastructure throughout the country.

This is where Dah Nayem revisits the issue of obstacles:

“What I see as the primary bureaucratic barrier within our electric mobility ecosystem is related to the installation and activation of charging points by CPOs.”

From his perspective, this has been a recurring issue, and operators have been rightfully complaining about it for some time. Unfortunately, this problem still persists.

A noteworthy statistic is that at the beginning of 2023, the country had at least 16,000 operational charging points.

However, according to the Institute for Energy Saving and Diversification (IDAE), the central government administration was aware of at least another 42,000 charging points awaiting activation.

“I also believe that there is room for improvement in how electric vehicle adoption is promoted in Spain and how incentives for EV purchases are being distributed,” he adds in this regard.

Hubject’s project portfolio

In addition to its e-Roaming and Plug&Charge units, Hubject has a highly experienced consultancy team that has been working in this sector since its early development.

“In this unit, we work on all types of projects with OEMs, public companies, infrastructure providers, and energy companies,” explains the company’s representative.

For example, they have developed the market entry strategy for Vinfast (a Vietnamese OEM) in the European market and Mercedes‘ EMP solution in South Asia.

They also collaborate with other OEMs such as VW, Porsche, or BMW.

Their services extend to governments, including the UK and Turkey.

Meanwhile, in Spain, they have assisted companies in developing their EMP strategies, aiming to help them enter and understand other European markets.

They also work with CPOs on the deployment of charging infrastructure, as many stakeholders require guidance on determining the best locations for installing charging points.

Read more articles on electromobility in Spain at Portal Movilidad España.

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