Electricity and gas are some of the most commoditised products that are in the market. What one gets from the socket is of the same specification and the same quality – 230 V and 50 Hz in Europe, for instance, - and the local equivalent for gas – regardless the provider you select. So, if the product cannot be changed, how can the providers differentiate in the liberalised highly competitive energy markets? The first thing that comes to mind is the price. One can gain market