California-based distributed generation technology leader gen110 celebrated the opening of its new office in the town of Petaluma in an unusual way. They went to the streets to find out how little people knew about the business of paying for electricity.

Americans have long enjoyed low-cost, reliable electricity supply, but there are signs that era may be coming to an end as long-delayed upgrades and new strains on the system combine to undermine reliability and boost consumer prices. Jason Brown, gen110’s CEO, is convinced that California is at a tipping point for distributed generation. Keep reading →

The appeal of distributed generation is growing as the economics improve sharply, and a perfect storm of delayed infrastructure investment, falling prices for distributed renewable energy sources and a series of high profile centralized transmission grid failures mean the business is approaching a “tipping point.”

“We’re looking at a mass exodus away from the centralized utilities,” Gen110 Co-founder and CEO Jason Brown told Breaking Energy in a recent follow-up to an interview following a successful round of fund-raising by heavy-hitter venture capital firms earlier this year. Since the beginning of the year Gen110 has gone from being able to meet utility prices for electricity provision for one in ten homes to forecasting it will be able to match utility rates for three in ten by the end of this year. Keep reading →

Generating power for your residence is no longer for the paranoid or the peculiar; more than 2,000 of California’s heavy domestic energy users have signed up with Gen110 to meet most of their own power needs, and investors are sinking more money into the business as its burgeoning potential becomes apparent.

Gen110 CEO and co-founder Jason Brown isn’t your usual “energy guy.” He is a relatively recent graduate of business school with a background in sales, not power engineering, and his membership as part of Silicon Valley’s technorati has been confirmed this week with the announcement of funding by the tech startup’s venture capitalist of choice: Kleiner Perkins Caufield & Byers. Keep reading →