Power utility PPC is preparing to implement a new and aggressive pricing policy whose aim will be to combine a retail market share contraction with the maintenance of reliable customers.

“PPC will lose a share of the market, down to 50 percent from 70 percent, but we aim to keep hold of the good customers,” the power utility’s chief executive Giorgos Stassis has told a general shareholders’ meeting.

A competitive market cannot function properly with the dominant player holding a 70 percent share of supply, the PPC boss noted.

According to a 2021-2023 business plan presented by the chief executive last December, PPC expects to lose approximately 1.4 million customers, reducing the company’s market share to 54 percent by 2023.

Besides holding on to its reliable customers, PPC will also seek to lure punctual customers from rival suppliers.

As part of the effort, PPC is preparing to market a range of new products, including for business-category customers.

PPC, which revised its corporate statute just weeks ago, is also expected to introduce energy-efficiency and PV net-metering services, domains offering tremendous growth potential, noted Stassis, the chief executive.

The company is also modernizing its retail outlets, changes including the development of self-service outlets, the CEO told shareholders.

PPC has already launched new-look outlets in the capital’s Maroussi and Kallithea districts, while further launches, part of the effort to keep reliable customers, are expected early July.