Prosumer: From consumer to producer
On April 9, Netorka held a conference celebrating its 20th anniversary, focused on microgeneration of electricity. Many interesting presentations were delivered at the conference, one of them by Símon Einarsson, CEO of Straumlind, entitled:
The Prosuming Customer: From Consumer to Energy Manager
A prosuming customer is an individual or entity that produces and consumes energy at the same location. A simple example of a prosumer is a household with solar panels on its roof. Today, there is rapid progress in the ability of smaller participants to produce and store energy. These opportunities must be utilized as effectively as possible for the benefit of society, for example by:
Simplifying the regulatory framework of the electricity market so that consumers and businesses can more easily produce and use their own energy and sell surplus production into the grid. Regulations must support development, not hinder it.
Approaching the issue from the perspective that we are all prosumers, rather than viewing prosumers as just a handful of highly enthusiastic individuals.
Improving technical infrastructure, such as smart meters, automation, and data flows.
Ensuring security without making the system so cumbersome that it stifles innovation.
Implementing full separation between distribution system operators and energy sales.
Straumlind began operations in 2021 and immediately entered the competitive market by offering lower electricity prices to households.
Straumlind built its own IT system and designed it from the outset with the prosumer in mind. However, we are still waiting for production data from distribution system operators relating to smaller producers, so that Straumlind can pay producers for the energy they generate. In Straumlind’s view, the regulatory framework and market structure are holding back development.
Straumlind will continue to work vigorously with the many stakeholders who share our enthusiasm for this progress. We have strong confidence that positive developments can happen quickly in this area and look forward to what lies ahead.
Here is a recording of the conference — Símon’s presentation begins after 2 hours and 19 minutes. Enjoy!
16 April 2026
