Future power markets -: Impacts of consumer response and dynamic retail prices on electricity markets

This article addresses potential scenarios for the future of power markets. In particular the consequences of a higher consumer willingness to change suppliers as well as the effects of electricity price signals on the retail customers' electricity demand are analyzed. Due to increasingly higher dynamics and a higher degree of automation along the energy supply chain, energy markets will significantly change in the future. Dynamic retail electricity prices can lead to a significant peak load reduction. A higher willingness of customers to change their supplier makes the tariff creation more difficult and impedes realistic profit predictions.