Jul. 3--PPL ENERGY PLUS -- PPL Corp.'s energy marketing arm -- announced Thursday it will compete as an electricity supplier in areas served by PPL Electric Utilities once Pennsylvania's energy market begins deregulation in October.

PPL Electric Utilities will still deliver energy through most of Eastern and Central Pennsylvania, but customers will be able to choose their supplier of electricity. About 10 to 15 companies are expected to compete to supply electricity in Pennsylvania. Businesses in Pennsylvania will be able to choose come October.

Allowing businesses to shop for electricity suppliers should spur innovation and eventually drive down prices, said Gene Alessandrini, senior vice president of marketing of PPL Energy Plus. But, the company estimates utility rates will increase 20 to 45 percent initially for small to medium-size businesses.

Thursday's announcement kicked off the company's marketing tour, but PPL Energy Plus has been meeting with clients explaining the transition, Mr. Alessandrini said. Because deregulation is such a drastic change for some in Pennsylvania, it's important for companies to know their options.

"We're spending a lot of time talking to customers and educating them," Mr. Alessandrini said. "Our competitive suppliers are doing the same thing. We think it's important for customers to engage themselves in the process and to talk to people and learn so they know their choices and can make the right one."

Contact the writer: cjones@citizensvoice.com

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