The deregulation of the electricity market in the view of a regional Austrian utility

The aim of this paper is to see the view of regional utilities by their changes from the regulated to the deregulated electricity market. To see the problems but also the future tasks and possibilities for these utilities. The business will dominate first the technical side and all the dynamics of the electricity trade will bring great adaptation processes. The first great challenge of the future is not the solution of technical problems, but more the fulfilment of customer needs and the marketing of new products. The strategic orientation of the utilities is therefore clearly towards demand and customers and not more towards supply and technology. The important merchandising will be the trade with electricity and energy-close services. The trading area for large customers, the trading area for tariff customers and the power business will be the future tasks of utilities. Beside the classical electricity trade there will be a new market segment, the commodity futures. This new option offers the utilities the chance to extend their net product. For this option the utilities have to create new organizational and specialist preconditions. Also it is important for power engineers and the power companies to formulate goals to bring a positive image to public attention: electricity is the main carrier of prosperity and social welfare and electricity is essential for the economic growth and quality of life.