Npower scales back its telecoms strategy

Npower is ditching plans to become a home services brand and is shifting its focus away from telecoms and onto the gas and electricity market.

It is understood that the shift in strategy follows Andrew Duff’s appointment as the new chief executive in September last year. Duff joined npower from parent company Innogy and replaced Steve Fletcher, who was responsible for the launch of the npower brand (MW September 12, 2002). At Innogy, Duff headed Regenesys, its fuel cell technology business.

A spokesman for the company says: “The marketing will now be focused more on gas and electricity products, though the home services model still works. We are not scaling back our telecoms offering but instead increasing the focus on our core energy business.” Npower has 6.5 million gas and electricity customers.

Npower has 6.5 million gas and electricity customers, well behind Powergen, which has 8.4 million customers following its acquisition of TXU Energi.

There are also rumours that rival Centrica is considering axing its Goldfish credit card business and hiving off its British Gas Communications division as part of a review of its operations.

Npower launched its telecoms service, npower Communications, in May 2001. The launch was supported by a press campaign created by TBWA/London.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here