Q: What changes have occurred since the original interview took place
with World Cogeneration in 1997?
A: The retail business environment was unclear at the time of the original
interview. The opportunity appeared to be very large and needed to be
tested in a prudent way, so Williams entered the retail business through
partnerships, acquisitions and sole ownership. However, the retail market
opened at a slower and more sporadic pace than we originally anticipated.
Retail marketing will require significant effort and time to be successful
and may not be the best method at this time for suppliers to access gas
and electric sales markets.
The restructuring of the electric industry has
moved along significantly since the 1997 interview. The development of
liquid markets is happening at a different pace in different parts of
the country. As a result, the "one size fits all" strategy had
to be modified. The formation of ISO's and the RTO debate has occurred
since our last interview and has the ability to fundamentally alter the
regulatory and commercial environment in electric power.
Q: What has EM&T accomplished since the previous interview?
A: We pioneered a number of innovative concepts through long-term tolling
agreements for the power industry and have been successful in working
with counterparties. For example, in the power industry, we've realized
that we should seek counterparties to manage plants, while we manage market
risk. And as the deals in the power industry have grown larger, the size
of risks have increased. We therefore sought to establish a better skill
set balance with counterparties while sharing the risk on these huge deals.
We used to think of ourselves as a power marketing
company but have found the skills needed in finance, physical logistics,
risk management, fundamentals analysis, and government affairs to become
an integrated energy marketer, are much broader than our previous definition
of a power marketer.
We have put together a portfolio of power supply
agreements that I'm very proud of. We work with LDCs to add value to their
suite of assets and take on the role of risk manager. We have also realized
that we need to focus on long-term business relationships as opposed to
the temptation to focus on short-term gains, which shows the maturing
of the industry.
Q: How has EM&T changed?
A: The role of the management team has evolved. We have realized that
building a cohesive, strong management team in an energy marketing and
trading company is a challenging and difficult task. Meeting this challenge
has been our greatest success, and as a result, we are consistently ranked
Top 5 in profitability.
Adding value and focus around assets and developing
regional strengths takes balancing. It has been a challenge to learn how
to use the experience and skills of a marketing and trading organization
to add the most value overall to our customers. It would be less complicated
to have an asset company without trading or a trading company without
assets, but our success has come from our ability to manage both and work
together.
Q: Where do you see the energy industry headed in the future?
A: The energy industry is settling down through the first wave of major
changes, and the roles of the players are becoming clearer in the near
term. Companies are deciding what skill sets are important to them and
are matching those skills to their business strategies and competencies.
They are backing away from being all things to all people.
I'm very concerned that the role of ISOs and
RTOs in the power industry will be guided by the philosophy that the market
should choose solutions to energy problems and not regulators.
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