Script for the EOS presentation

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7 Angie has taken you through the Macro environment and I
will now be covering how the microenvironment is affecting
BP Pulse
8 The company operates in a very competitive environment.
Only the buying power of suppliers is low because a range of
suppliers are available across the world. The threat from new
entrants is high as the UK government is promoting them to
achieve its target of 0.3m EV chargers by 2030. Many
companies are investing in R&D towards technologies such
as wireless charging, solar charged cars and battery
swapping stations which are substitutes to the EV charging
infrastructure, and the bargaining power of buyers is high as
they have more than 20 EV companies to choose from.
9 The competition in the EV charging space is extensive and
you can see the network market share of all electric charging
points across the UK. BP Pulse is the 3rd largest provider of
EV chargers in the UK which has a total of 35778 EV
chargers as on 31 Oct 22. The EV charger market is well
spread across the country and companies are trying their
best to expand market share. The Herfindahl score index,
based on the network market share, is also below 1000,
 which indicates perfect competition in the market.
10 Having covered the customers, suppliers and competitors
earlier, I will now talk about how the company is making
strategic moves with businesses that act as complementors
in the value net. BP Pulse has tied up with Addison Lee EV
Fleet to provide exclusive services through its charging
points. Retail stores, business spaces, motorway service
stations and car parks are other complementors which the
company is engaging with to enhance its presence at key
locations.

It's worth noting that although EV charging companies are

competing, it is in their interest that each one of them
continue to invest in enhancing public charging infrastructure.
This not only distributes the risk amongst the competitors but
also increases confidence in the consumer and drives the
demand for purchase of EV cars.

Talking about battery charged electric cars and EV chargers

is akin to the chicken and the egg problem. Consumers are
concerned about buying electric vehicles because they are
not sure how they are going to charge them and companies
that are investing in charging infrastructure are concerned if
there are going to enough EVs for their investment to pay off.
I now hand over to Divya for covering the market positioning
of BP Pulse
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