The last few years have witnessed an intensification of competition in the U.K.’s utility supply market. Deregulation in the supply of both gas and electricity has effectively diluted barriers to entry, making it easier for new players to enter and compete with incumbent suppliers. This has led, on the one hand, to increased choice for consumers, but on the other, to increased pressure on individual businesses to manage costs, retain market share, and seek new revenue-generating opportunities. It is no coincidence that this shift from a supply- to a demand-driven model has been mirrored by the growth of converged offerings from branded players, for a key differentiator in the market is now the ability to innovate around products and bring attractive packages to market.