Mercury Energy, which provides power to 250,000 homes and businesses in Auckland, Manukau, Papakura, Thames Valley and Northland, has begun an advertising campaign to attract residential and business customers in the Western Bay of Plenty.
The Bay move is part of its strategy to spread its brand across the top half
of the North Island.
The company is also looking to expand into Hamilton, Cambridge, Te Awamutu, Rotorua and Taupo.
"We believe we can become one of the major competitors in the northern part of the North Island," said Mercury Energy spokeswoman Angela Armstrong.
"We believe customers are looking for a full-service brand."
Mercury, owned by state electricity generator Mighty River Power, is offering monthly meter readings and a range of payment options including credit card, 10 per cent prompt payment discount and 2 per cent discount for electronic payment - similar to key local retailer TrustPower.
Mercury has started preparing a pricing structure but it was reluctant to release details, saying "we will be competitive".
The move does not worry TrustPower, which has a 90 per cent share of the Western Bay market: "We always welcome competition."
- NZPA
