Curt Morgan
Analyst · Michael Lapides from Goldman Sachs. Your line is open
Well, that’s a Jim want to I can see his [indiscernible] this is business jumble, so - but I don’t care, I still like to talk about it. Look, I think it’s complicated, but I think in some ways it’s really not at the end of the day. First of all, customer segmentation in broad strokes because it’s far more segmented than what I am going to really tell you. But I think you can take this a bit to the bank is there’s kind of a segmentation around those who like named, stable product offerings, people they’re comfortable with. This is, as Jim describes it, sort of a low-involvement category product. And so people really don’t want to make - get into the sausage making. And I’ll just go to the power choose, and it will spin your head how you make that decision. But people really, they’re happy with the brand. But I'll tell you, you can't just do that because your name. You have to do it because you have a product offering that people are comfortable with. And we've gone to great lengths to provide people with stable pricing and a stable product offering, and then we’ve also given them products that meet their need and we proactively go to them, if we see that, there are on product that they shouldn't be on - and they may be they use a lot of power lignite or something. We'll proactively try to get them on free nights or something. So I think there's a lot to it, and it's not because just advertising. This is pure data mining. This is very analytical business, understanding your customers, understanding their needs and proactively coming up of products they need. There's no smoke in there and this is a real retail marketing business. We've just been very good at that and we spinout in front on it. And so that's really been good for us. Now we have entered into, what I'll call the other segment which is - since had a greater not - because the variation of this segment too by the way, but our more inclined to switch and more inclined to look, and we've got a brand out there. We've have a lot of that great success, what is we call for change, we've got another brand out there called Energy Express. And those go after, culture it and find a switch, but also just made think they might want - they don't want reason to involve with anybody, right? They just want to see something online and make it easy. And so in the near more price-conscious, and that's about 35% of the market and about 65% of the market is more of the brand name customers that we have. So that's a lot of meat, but let me Jim, I think you'd be good if you want to add, if anything there.