Brattle principal Ahmad Faruqui was recently featured in Intelligent Utility in a three-part article series discussing the benefits of dynamic pricing. In the first article, Dr. Faruqui discusses how dynamic pricing has the potential to improve the power industry’s low load factor. In the second article, he focuses on how consumers could save billions of dollars in electricity and how price signals alone can produce consistent changes in their usage behavior. Finally, the series concludes with a discussion of why, given these benefits, only one percent of consumers in the United States are using dynamic ricing. Dr. Faruqui argues that significant adoption of dynamic pricing by consumers will only come once utilities understand their preferences and customer segments. The series is based on a presentation that Dr. Faruqui recently gave to the National Association of Regulatory Commissioners (NARUC). To read the full series, please visit Intelligent Utility website. The link to download a copy of the presentation given to NARUC is available below.