Pulse Utilities New Zealand Limited is pleased to announce it is supplying electricity to over 20,000 customers across New Zealand. Managing Director, Dene Biddlecombe, says the company is on track to secure its goal of 60,000 customers by March 2013 in what is an extremely challenging retail environment. "Our success is a clear endorsement of the faith customers have placed in our message of lower prices, longer price guarantees and monthly meter reads." The company launched the smart meter and flexible tariff based electricity brand Pulse Energy in May 2009. In mid 2010 Pulse launched Just Energy as a no frills, low cost electricity provider.

Just Energy's development was in response to market feedback and reinforces the companies' strategy of bringing increased competition to the electricity market. Pulse Utilities believes that the number one concern for most customers is lower prices and the Just Energy brand continues to grow strongly.

While Pulse believes there is still work to be done in regards to increasing the liquidity of the electricity supply market, the company is closely following developments and encouraging further moves to reduce barriers to entry in the sector. The newly established Electricity Authority has been charged with addressing many of these issues with the company well placed to take advantage of the opportunities created.