The electricity market primarily relies on competition to establish the price of the electricity used by consumers.
Prices play a critical role in the electricity market by providing information that forms the basis of investment decisions by generators and power companies and the consumption decisions by consumers (including the decision to not consume).
One way we encourage competitive pricing and consumer choice is by promoting the benefits to consumers of comparing power companies.
For instance, the What’s My Number campaign lets consumers and businesses see if their retailer is giving them the best deal.
To facilitate competition at an industry level, we work to reduce barriers to entry, expansion and exit from the industry.