New division at British Gas ushers in customer-led focus

British Gas has created a division that will explore new revenue opportunities as the company seeks to position itself as more than just an energy supplier.

/r/j/r/hob160.jpg

The Centrica-owned company has promoted commercial and strategic marketing director Dean Keeling to lead the business – called Smart Homes.

Keeling will lead a team of 100 people drafted in from its smart meter and new energy units and oversee the development of smart energy technology and new revenue streams. The aim, he says, is to “transform the British Gas of today into what it will be tomorrow”.

He adds: “If we are just an energy provider, we’re missing opportunities. This is an evolution of how British Gas is transforming its business model for the future.

“By moving marketers into managing director roles, British Gas is following through on putting cust­omers at the centre of what we do.”

British Gas aims to maximise the commercial value of its smart meter programme by improving their benefit to customers through the use of new technology, such as smart appliances that allow customers to control their energy use via text message.

The company plans to install 2 million smart meters by 2012.

Its marketing campaigns encourage energy efficiency as a way of reducing bills. It came under fire at the end of last year from consumer groups, which have accused it of profiting from cold weather after it increased its prices by 7%, blaming an increase in wholesale prices.

Energy watchdog Ofgem has since launched a review into pricing strategies within the sector after Scottish Power and Scottish & Southern Energy followed with price rises.

Keeling’s promotion follows a wider restructuring of British Gas’s senior management team when former marketing director Rick Vlemmiks replaced Chris Jansen as commercial director last year.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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