Welcome to the eMobility Marketing Podcast. In this episode, Theo speaks with Arne Meusel, Managing Director and Co-Founder of Cirrantic, the company behind one of the most sophisticated POI data pipelines in the e-mobility ecosystem. While most CPOs focus on pricing, campaigns, or hardware upgrades to boost utilization, Arne argues the real battle is fought much earlier: visibility.
If your charging locations are not accurately represented on Google Maps, Apple Maps, in-car navigation, MSP apps, and roaming platforms, youâre effectively invisibleâand drivers will not trust, choose, or return to your stations.
Arne breaks down how fragmented data flows create duplicates, outdated photos, inaccurate naming, and mismatched real-time availability across platforms. He explains why CPOs often lose control of their POI data, why Google is especially difficult to manage directly, and how Cirrantic helps operators regain ownership of their digital footprint.
The conversation goes deep into how visibility and marketing reinforce each other: once the data foundation is correct, marketing can finally workâwhether thatâs paid media on specific Google POIs, contextual campaigns, dynamic pricing promotions, or brand-building for new charge parks. Without that foundation, no marketing can compensate for a bad digital experience.
This episode is essential for CPOs, product teams, and marketing leads who want to move from data â trust â preference â utilization, and who understand that EV charging is now a digital product as much as a physical asset.
CHAPTERS
(00:00) Bad POI Data, Bad Outcomes
(03:00) The Visibility Challenge
(06:11) How POI Data Reaches Maps
(09:20) Why Direct Google Links Fail
(12:05) Fixing Duplicates and Errors
(15:26) Cirrantic's Cleanup Process
(17:46) How Drivers Choose Stations
(19:49) Trust and Real-Time Accuracy
(23:32) Data + Marketing Synergy
(32:07) The Future of EV Charging Data
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