Author: thefold

Simply Energy Launch of Simply Group

The founders of Simply Energy Limited have re-positioned under a new group structure, Simply Group, as they broaden their services to be the preferred innovation partner for energy and utility market participants responding to technology-led disruption.

Simply Group specialises in agile product development, bringing together the group’s resources and decade of experience in designing and implementing innovative energy solutions. Simply Energy Limited, now known as Simply Energy Solutions, works with independent generators, retail clients and commercial energy consumers. TENCO-EBS is expanding the network and utility solutions it provides to property groups. Both companies will leverage the highly scalable energy billing platforms designed by Axos Systems, a partly-owned subsidiary.

Stephen Peterson, co-founder and CEO, says, “All industries are looking for ways to use cloud-based services to unlock value in fixed assets and optimise the use of data and services, whether that’s property groups, water companies, network companies or generators, and respond to the demands of more empowered customers. Established generator-retailers need to embed innovation into their business models, something which can be easier said than done. Simply Group combines the skills, experience and innovative mind-set to help clients adapt to market changes and opportunities faster.”

Since 2006 the Simply Energy group of companies have applied cloud-based IT infrastructure and software as a service to meet customer relationship management, billing, data management and settlement requirements for an increasing number of established and non-traditional energy clients, resulting in multiple year appearances in the Deloitte Fast 50 and EECA awards.

Murray Dyer, co-founder and Commercial Director, says “The landscape of New Zealand’s energy industry has shifted substantially since this business was established in 2006. During that time, long held assumptions that electricity generation and retail supply needs size and fixed assets to be successful have been overturned in favour of agility and speed to market. We’re now working with, and looking for more, partners in New Zealand and Australia who can leverage our agility, domain knowledge and technology platforms, rather than focus solely on electricity retail services.”

The creation of Simply Group and related companies is supported by several new roles and appointments, including:

  • Sean Hannah, has been appointed to the newly created role of Head of Technology. Sean joins from Spark and leads an expanded IT team developing agile solutions.
  • Edward Falloon is CEO at Axos Systems which has developed and licenses the Axos Billing and Axos Datahub products. These cloud-based meter data management and energy billing systems enable energy retailers and network companies to support innovative products and services driven by smart meters and smart networks.
  • James Hutchins and Nick Price were appointed in 2015 as general managers of Simply Energy Solutions and TENCO EBS respectively, providing additional flexibility for the founding directors to focus on the next wave of business and product development.

Deloitte energy excellence awards 2015

We are delighted to be finalists in the Deloitte Energy Excellence Awards 2015. Simply Energy features in two categories, ‘Innovation in Energy’ and ‘Energy Executive of the Year’ for our CEO Stephen Peterson.

These awards recognise excellence and achievement across the electricity, oil, gas and petroleum industries. Winners will be announced in August.

Saves review a win for innovation

Murray Dyer – Mon, 03 Nov 2014

News from the Electricity Authority that it will look to ban the practice of ‘saves’ within the industry has been met with little enthusiasm by a number of the large power retailers.

The big players are citing a lack of evidence that regulating such a practice out of existence will have any effect on competition. They say that only a fraction of their customer base is ever retained by such methods and that a layer of expensive bureaucracy will be added. The implication being that the whole affair will add cost and be of little benefit for consumers.

Smaller players point out the obvious – that the act of ‘saving’ a customer as they head for the door doesn’t exactly make for a great customer experience. They argue that these last minute saves are stifling their investment in acquiring new customers as the incumbent is able to swoop in and match the deal the customer has been offered with an unpublished deal of their own, nullifying any acquisition investment made up to that point.

This is not the right structure to encourage a truly competitive market and is hardly an enticing scenario for a small retailer trying to build a profitable business or for one of the many non-traditional industry players looking to enter the market.

Like earlier industry reviews – albeit by various organisations – that tackled prudential requirements, or led to the development of the hedge market, the latest efforts to promote competition should be welcomed. The cumulative effect of these reviews is to open the door to firms who have a different attitude to customer service and will introduce new, innovative offerings.


The issue of ‘saves’ says a lot about the lack of appetite for innovation within the electricity industry. Throughout the wider economy there’s a shift toward customer-led, distributed business models. Suddenly, data is playing a vital role in helping customers, no matter which sector we’re talking about, make sense of how they’re spending their money. And it’s often the newcomers to market, the small players, who bring with them new and innovative ways of tackling an established industry head on.

Customers like this approach because of what it enables them to do. They’re taking control of their technology-powered lives in ever increasing numbers and you can see evidence of this in the palms of their hands every time you walk down the street.

Smartphones allow people to stay constantly connected to aspects of their lives that, just a few years ago, would have been the exclusive domain of a large utility or retailer. Think of how banking or shopping or communications have been irrevocably altered by technology and the ‘always connected’ customer.

Telecommunications has seen a similar shift away from large centralised utilities and landlines to personal handsets and commoditised, personal data connections — all within the space of a decade. The driving force behind it? Again, it’s new technology and changing customer expectations. No longer is an individual customer at the whim of the corporation and products have had to be adjusted, deleted or invented to suit. For the electricity industry, the same future is in the offing.

Already there is plenty of evidence pointing toward a distributed future for the power industry, with at least half a dozen new brands emerging over the past two years. While total ICPs are still relatively low from this group of new entrants, they are proving new business models.

Examples include niche generators bypassing established retailers to sell electricity directly to large industrial users, or a gas company supporting small distributed peaking plants with targeted offerings. Others include Flick Energy in Wellington offering spot supply via the wholesale market while Auckland-based Hunet Energy is addressing the needs of specific migrant communities with services including language support.

More coming

Non-traditional industry players are watching with interest, waiting for the right technology and offerings to move in on the power sector and secure customers with whom they already have a relationship through their existing business. They want to ‘own’ the customer end to end, and if that means bundling electricity with whatever else it is they’re selling, be it phone contracts or big box retailers, they’ll do it.

But they won’t stop there, they’ll target the same high-value segments the incumbents are trying to protect. And they’ll emphasise a point of difference by making a technology play through innovative use of things like smart meters, solar PV cells and smartphone apps. New self-generation and storage technologies will enter the fray that could potentially compare favourably with utility-based, centralised generation plant and transmission networks.

There can be no guarantees that the big players will survive this upheaval and a decentralised, customer-focused transformation of the electricity sector isn’t outside the realms of possibility in the long term.

Conversely, for existing power companies, the established premise that generators need to own a retail operation to sell their electricity is no longer the case. Industrial users and other utility retailers can buy electricity direct through wholesale markets – something clients are already doing using our ‘white label retail’ and hedging models. Electricity network providers may also enter retail themselves, leveraging their brand, local ownership and balance sheets to once again connect with their owner-customers.

The move by the EA to even the playing field by removing a quick and easy way for incumbents to save a disgruntled customer may be irksome for some in the industry. However, if they don’t embrace the technology-centric, customer-led future that awaits them, ‘saves’ will be the least of their worries.

Murray Dyer is the commercial director of Simply Energy. He can be contacted at

Simply Energy named in Deloitte Fast 50 for fourth year running

Wellington, 7th November 2013 – The team at specialist electricity generator – retailer, Simply Energy, is delighted to be named for the fourth year running in the 2013 Deloitte Festival of Fast Growth held in Auckland last night and expressed their appreciation of the great client base they are working with.

Simply Energy was placed 45th for 2013, after coming 32nd at the 2012 Fast50, 26th in 2011 Fast50 and 7th in the 2010 Fast50. It is a great achievement to be a Fast50 finalist four years in a row and joins a very select group of companies that have sustained high growth in the Fast50 for four consecutive years.

Murray Dyer, founding commercial director at Simply Energy comments: “We are delighted to be included in the 2013 Deloitte Fast50 index. We have matured a great deal over the last 18 months into a mid-sized business with proven systems, processes and a track record of identifying and implementing innovative solutions for our clients that is enhancing their business options, profitability and asset values.

We very much appreciate the on-going support of our clients and of course our team. We are lucky to have a very good team of people at Simply Energy delivering great products and services for our clients, we facilitate an important role in the market that is very different from the mainstream retailers by focusing on the provision of wholesale market solutions.

Established in 2005, Simply Energy has an enviable reputation for providing bespoke retail solutions, independent generators and commercial clients with expert services and innovative electricity generation and retail solutions.

Simply Energy finalist in EECA 2012 awards

The 2012 EECA awards are to be held on Wednesday night 23rd May at The Langham Hotel in Auckland and Simply Energy is delighted to be a finalist in the Innovation Award Category.

For the second consecutive EECA awards Simply Energy is again the only electricity retailer to be nominated as a finalist, the 2012 nomination backs up Simply Energy’s nomination from the 2010 EECA awards as a finalist in the Renewable Energy Category.

The EECA Awards celebrate organisations and individuals who have demonstrated excellence and innovation in energy efficiency or renewable energy. This year, nearly 90 entries were received. Collectively the entries will deliver energy savings, or generate energy, worth more than $60 million over the life of the projects.

Simply Energy has been nominated as a finalist for their innovative white label retail services. Simply Energy developed and is providing these white label retail systems and services to distributed renewable generation projects and assets. This has enhanced the return on these assets to commercially assist the development of new independent renewable energy projects.

Murray Dyer Commercial Director at Simply Energy comments that we first rolled this out two years ago as part of our management services for some small scale hydro generation projects. However this product has evolved and been packaged up as “white label retail service”. We are currently supporting 4 generation clients with these specific services that operate geothermal, hydro and landfill gas generation assets throughout New Zealand. We also have another half a dozen generation assets that we manage into the wholesale market.

Murray goes onto say that Simply Energy is able to provide our independent generation clients with bespoke solutions to retail their electricity to end consumers. Our solution provides all the systems, processes and resources to interface and comply with the complexities of the electricity wholesale market. This provides our clients with greater options and value for their energy encouraging greater investment in renewable generation which is an exciting space to be in.

About Simply Energy – specialist electricity generation and retail supply services

Established in 2005 Simply Energy is New Zealand owned and operated company, we are a licensed generator and retailer providing innovative electricity market solutions for commercial customers. We have a specialist team of experts in Wellington and Auckland combined with our New Zealand Electricity Market licenses, systems and processes to provide market solutions and deal structuring for independent generators; commercial and industrial energy users; property companies; and electricity network companies.

Simply Energy named in Deloitte Fast 50 for second year running

Wellington, 10 November 2011 – The team at specialist electricity retailer, Simply Energy, is celebrating today after being named for the second year running in the Deloitte Fast50 Awards in Wellington last night.

Simply Energy was named a very respectable 26th in the 2011 Fast50 after a 7th placing in the 2010 Fast50, it is a great achievement to back up with year on year growth in a sophisticated and mature business sector.

Established in 2005, Simply Energy has an enviable reputation for providing independent generation and commercial clients with expert services and innovative electricity solutions.

Murray Dyer, founding Commercial Director at Simply Energy comments: “We are delighted to be included in the Deloitte Fast50 index for a second year running, we are gaining real momentum in the industry and it is a great recognition for the hard work and dedication of our team and the support of our clients, who are our greatest advocates”.

“We are operating in an $8 billion dollar per annum sector and have hardly scratched the surface, we are very excited by what we believe we can achieve with our unique business model and a great team combined with our growing track record and financing in place for real growth”.

Simply Energy signs up 4 more independent generators

Wellington, 13 December 2010 – Following on from their recent placing as the 7th fastest growing company in the 2010 Deloitte Fast50, Simply Energy have announced today they have signed four more generation deals in the past month. These latest deals will take them to 11 independent generation assets that Simply Energy have contracted with to provide generation – retail services for.

The latest signings include Clearwater Hydro’s 2MW Speedy’s Road generator that is in the final stages of commissioning. Simply Energy has helped Clearwater to secure multi-year fixed price off-takes through direct hedge structures to end users.

The Speedy’s Road generator takes the number of Clearwater hydro assets to three with an installed capacity of 5.8MW over the last couple of years. Clearwater are focused on one new hydro asset per year and with Mangapehi and Matawai already operational are on target.

Stephen Peterson, Managing Director of Simply Energy comments “it is great to build on our existing relationship with The Lines Company owned Clearwater Hydro as they continue to develop their pipeline of generation projects”. Gordon Cameron of Clearwater Hydro goes on to comment “to continue our generation investment program we require Simply Energy to be in the market focused in on and providing commercial off-take solutions for Clearwater of which they are delivering on”

Mr Peterson goes on to comment “Our business model resonates with these independent generation assets owners, as we don’t take a trading position but facilitate structured solutions, we are better aligned to work with our clients in a collaborative way to implement value add solutions for our clients”.

The other generation projects that Simply Energy have signed are still of a commercially sensitive nature, Mr Peterson would only comment they include a couple of interesting projects they have been involved with for awhile and they will be in a position to make further comments on these in the new year.