New marketing tactic for Bloom Energy: Just buy the power, not the box

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Bloom Energy today announced a new service, Bloom Electrons^SM, that allows customers the option of buying just the power provided by its fuel cell technology without making the initial investment of buying the equipment that provides it. The new package means that customers can lock in their electricity rates for 10 years and that Bloom Energy will take care of managing and maintaining the equipment. The company says the new Bloom Electrons service means prospective customers who may not be able to make the initial six-figure equipment investment can still take advantage of its fuel cell technology and lower electricity costs, opening the door for non-profits, educational institutions and utilities. "Empowering our customers to buy energy on their terms is another significant step on our journey to change the way energy is generated and consumed in the world," said Bloom Energy CEO KR Sridhar. Bloom says customers can expect to immediately cut their power bills by 20%.