Pulse Energy owner Pulse Utilities has launched a no-frills, cut-price brand that could be in the South by next year.
Just Energy was launched to allow Pulse to develop two markets - people who wanted cheap electricity and people who wanted to control their electricity use, sales and marketing manager, Ashley Church, said.
Pulse Energy would continue to offer electricity that customers could monitor and moderate with smart meters, while Just Energy would offer fixed price guarantees, monthly meter reading and no contracts, he said.
Customer feedback before and during a four-week trial in July showed low prices were more appealing than smart technology to a significant part of the market. The new brand could not guarantee lowest prices, but it would try, he said.
Pulse Utilities, which has customers in Central Otago, was still reviewing its entry into the Dunedin and Southland markets.
If the company took the leap, Just Energy could be available in those markets early next year, he said.
Just Energy has started trading in Blenheim, Nelson, Wellington, Hawkes Bay, Waikato, and Auckland.
It would be available in other areas in coming months.
Pulse Utilities expected to cover more than 60% of New Zealand by the end of this year.
