Mobility Innovation for a Better Place

In 2007, Shai Agassi raised $200 million to launch Better Place. By deploying a network of charge spots, switch stations and systems that optimised the use of electric vehicles (EV), the company had the potential to become a major player in the transport industry. To succeed, however, it had to overcome major implementation challenges, among them the need to achieve a minimum level of standardisation for the interface between vehicles and the recharging grid, and the continuous need to finance its market expansion.

The case allows students to explore: - How an innovative business model has the potential to create new market space and reduce environmental impacts - The emergence of cross-industry reconfigurations for a low-carbon economy - The commercial risks of sustainability-driven business in the realm of transportation.