The UK-based commercial energy provider Electricity 4 Business has secured financial support from Belgium’s KBC Bank. Morgan Stanley has agreed to handle its electricity trading activities. This is a wise move made by the company. The commodity cycle is now in favor of asset-light retailers. Thus all new entrants will require deep pockets in order to survive and flourish in the aggressive UK market. 
 
Electricity 4 Business intends to serve around 100,000 end users with an average annual spending of GBP4,500. The Milton Keynes-based company has 400GWh on its trading account. This volume is expected to rise between 2TWh and 3TWh in the recent future. The main challenge for E4B is how to obtain customers and power volume sensibly in an unstable wholesale market scenario.

E4B is trying to emulate the strategy followed by Electricity Direct. The company has targeted a particular buyer segment. It insists on upfront direct debit invoice payments in order to curtail the cost and to ensure regular flow of cash. E4B is geared to combat the slide in the wholesale power market. The company must know exactly when to get out of the game if it wants to prosper.

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