From 2008, new regulatory changes have been ushered into the Brazilian electricity commercialization industry. In response to the increase in free consumers, suppliers and services, participants are preparing for intense competition and jockeying for optimal positioning within the market. From power utility companies diversifying their services portfolio to commercialization companies seeking alternative means to profit (with free consumers and generators), to independent and incentivized power supply agents offering competitive electricity prices, these companies are setting themselves up to take advantage of new and promising market dynamics.