In another step towards making public charging less of a hassle, AGL’s kerbside charging network has been integrated into the Chargefox app.
The move means that over 150 pole-mounted chargers across inner Sydney are now accessible to Chargefox’s 300,000 users — no need for yet another app cluttering up your phone.
AGL has been successful in rolling out kerbside infrastructure, going from zero to 150+ sites in just six months. These 7-22kW AC chargers target the roughly 30% of Australians who don’t have off-street parking—apartment dwellers who’ve been largely left out of the EV transition despite being exactly the sort of inner-city residents most suited to electric vehicles.
However, the reach of their AMPECO-based app has not been great. Charging is not yet integrated into the core AGL digital experience.
We’re still asking EV drivers to manage too many apps. AGL, Chargefox, Evie, BP Pulse, Ampol, Tesla — the list goes on. Some offer RFID cards, some don’t. Some participate in roaming, some don’t. It’s a mess that actively hinders adoption.
That Origin and Evie quietly enabled roaming earlier this year suggests the industry knows this needs sorting out. But it shouldn’t be happening quietly. Roaming agreements should be celebrated, publicised, and expanded rapidly.
One-Way Roaming Isn’t Really Roaming
For AGL, getting onto Chargefox extends the reach of their kerbside offering to the biggest charging platform. More exposure means more utilisation, which means more revenue to justify continued investment.
But here’s the thing: it’s only one-way roaming. Chargefox users can access AGL chargers, but AGL customers can’t use their credentials at Chargefox sites. That’s not really roaming.
As the former Head of Product for Evie Networks, I can make an argument that charging infrastructure owners shouldn’t be in the product business; or at least be very careful about how much they invest in user experience, be sure to invest wisely and make only the very best of products.
The UK’s Gridserve operated an app-free business model for years, relying on roaming and credit card readers before finally launching their own app last year.
Octopus in the UK—part-owned by Origin—is the largest vendor of public charging in that market but doesn’t own a single charger or add margin to public charging. They see it as an enhancement to their overall energy product and make money being one of the largest resellers to British CPOs. It’s no wonder they’ve grown rapidly to become the UK’s largest energy retailer.
Roaming has long been viewed as a threat to CPO businesses in Australia, resulting in customer disintermediation and costly support interactions. Those views are starting to change.
Big companies like Australian Motoring Services (owners of Chargefox), AGL and Origin have the money to invest in product, UI, and UX. They also have the reach and mindshare with consumers, reach and mindshare that may overlap. Roaming makes life easier for customers.
Putting public charging front and centre in utility company apps will put it in front of people who’ve never even considered an EV.
Which begs the question: why is this AGL-Chargefox roaming arrangement only one way?
Ed Lynch-Bell is Principal at Second Mouse, dedicated to building more sustainable energy tech and mobility products, services and businesses. Ed is also a co-host of the Melbourne and Sydney EV Meet-ups, bringing the e-mobility industry together.