EN 
PT_BR 
A LIGHT, the distributed solar generation subsidiary of Delta Energia group, it is expanding your business to act as a retail trader, and its strategy is to invest in a digital 100% experience to win over new consumers who are expected to enter the free market starting next year.
A goal of the company is conquer 15% of the total 72 thousand new companies who will be able to migrate from January 2024, when the ordinance 50/2022 of MME (Ministry of Mines and Energy) will come into force.
Luiz Fernando Leone Vianna, Institutional and Regulatory Vice President of the Delta Energia group, highlights that success in energy retail is based on three pillars:
- Marketing strategy, aimed at a much larger mass of consumers than sales companies are used to dealing with to date;
- Human resources, which will include not only traditional professionals from sales companies, but also others specialized in meeting retail needs, coming from telephone companies, software companies (Google, Aol, Bing, Yahoo, etc.), banks, startups, between others;
- Technology, because without it it will not be possible to serve a large number of consumers at competitive costs and establish a differentiated position in the market.
Rafael Maia, CEO of LUZ, stated, in an interview with Solar Channel, One of the strategies involves the broad use of digital marketing, Google, Meta, LinkedIn, SEO and paid media. “We are also producing a lot of content to explain to customers how the free market works and what the changes will be.”
He also revealed that, in a recent survey carried out by the company itself, almost 80% of those interviewed had never heard of the free market.
LUZ is currently negotiating contracts with potential customers, who may receive discounts of up to 30% on their invoices when opting for portability. This expansion of the company's business is aligned with the growth and portfolio diversification guideline of the Delta Energia Group, of which the digital energy supplier is part.
“Brazil has undergone transformations in the electricity sector. The opening of the free energy market for high voltage consumers with no minimum consumption limit is just a preparation for what is to come in the future”, emphasized Luiz Fernando Vianna.
Read too: LUZ has a target of reaching 150 MW in solar DG in 2024
In relation to distributed generation, LUZ has a plan to reach 50 photovoltaic plants and 100 thousand customers by the end of 2024, totaling an installed capacity of 150 MW. This expansion also foresees the creation of 5,500 direct jobs and 15 thousand indirect jobs.
