Javier Gonzalez NavarroSEGUIRMadrid Updated: Save Send news by mail electrónicoTu name *
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The three largest energy companies, Endesa, Iberdrola and Naturgy, are still slowly losing market share since the last quarter of 2018, although it will continue to lead strongly the markets of electricity and gas in our country, especially among the domestic consumers and smes .
Since then and until the first quarter of this year, have lost 195.776 customers, according to the study made by Selectra. On the contrary, Repsol has increased by 25% its customers in this period thanks to its combined offers of electric power with discounts on fuel. Repsol entered in this business in November of 2018 to buy assets to Viesgo, among them, a portfolio of 750,000 customers. At the end of last year, had already exceeded one million. The Portuguese utility EDP, it has also increased its customers, but only 1% in electricity.
Among the big energy, Naturgy is the greatest number of supply points, loses, specifically 52.815 in light and 48.006 in gas, according to the cited report. Endesa is the company with the greatest market share in the electricity sector for tariffs of up to 15 kW contracted, that is to say, those meant for homes and small businesses, with 34.9% of the same. It is followed closely by Iberdrola, with a 34.2 per cent. Naturgy has 14.3%.
In this market it is worth noting the growth of young companies that operate over the internet with very low costs . As Audax (with 210.000 customers of light in the present) and Holaluz (with 198.000), which have increased more than 35% of the customers in the past 15 months. Among companies with more than 50,000 customers that have grown are Alternate, early in their development and Aldro, according to the report of Selectra.
The first property group Dominion, has increased more than 120% from the end of 2018 to early 2020, going from 62,000 customers to more than 140,000. It is a company characterized by rates with market prices with a fixed fee. Soon is the second fastest growing company in this segment of light, passing 26,000 to 51,000 customers in the period cited. Is a company profile very digital, which focuses its efforts on making the management easier. Among other features, allows users to split their bills of the light, which is useful for shared flats and self-employed who work from home and need to split the part devoted to the office and to the housing. Aldro, the group Pitma, is the third fastest growing, with 84,000 customers since the last quarter of 2018.These companies are an example of that in recent years, some small traders will opening gap in the energy market at the expense of the large companies still dominate the market.
The report of Selectra also analyzes the channels of recruitment of these companies. In the case of Holaluz, stands out for being a pioneer in the creation of a brand-friendly and attract users through social networks. In Fenie, its strong point is its network of installers. Ac, for its part, has the network of shops of The Phone House, which contributes greatly to its consolidation. And Aldro known for having a large network of group companies, which get a high volume of cross-selling of various vertical. They also have a good commercial network at street level and their own platforms for contact center.
however, in the gas market -supply of up to 50,000 kWh per year, the company is dominant Naturgy , with half of the market (49,9%), followed by Endesa (19.6 per cent), Iberdrola (13.3%) and EDP (11.4 per cent).
Changes of marketing
In terms of the changes of marketing among consumers, in the electricity sector, there were almost a million in the first quarter of the year, according to data from the CNMC.
In those changes there are visible differences between the electricity market and the gas market. in the first, more than half of the users that changed their company did to one another in the same group, especially because many of them spend in the regulated market (PVPC) to the free market. On the contrary, in the gas market, three out of every four customers changed to a marketer of a different group.