Energy suppliers British Gas have given themselves a business overhaul in order to focus on smart energy technology.
According to Marketing Week, the firm has created its Smart Homes division, headed by Dean Keeling, to look into increasing the commercial value of its smart meter programme.
Mr Keeling told the publication that his team's aim is to "transform the British Gas of today into what it will be tomorrow".
"If we are just an energy provider, we're missing opportunities," he noted.
"This is an evolution of how British Gas is transforming its business model for the future.
"By moving marketers into managing director roles, British Gas is following through on putting customers at the centre of what we do," he added.
The energy supplier aims to install two million smart meters in UK homes by 2012.
Customers of British Gas were last month subjected to a price rise as the company was hit by hikes to wholesale gas costs earlier in 2010.
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