Electric Ireland has announced its full-scale entry to the competitive residential electricity market in Northern Ireland with an initial investment of £5 million and the creation of 45 jobs. Electric Ireland, part of the ESB Group, has been operating in the business energy market in the North since 2001. Electric Ireland is opening a new office in Belfast with a dedicated Northern Ireland Customer Service Centre with 30 new jobs already in place and more to be created in early 2016. The jobs are across marketing, business development and customer care. “We are bringing a very different offer to the market”, said Jim Dollard, executive director, Electric Ireland. “We are not seeking to lure people with the appearance of upfront discounts that are unclear and fall away. We will provide enduring competitive rates and very clear cash bonus rewards for switching to us and for staying with us (£75). "Customers who pay by direct debit can avail of this great pricing without entering into a contract. We believe people will choose to stay with us because they will like our prices and our service – not because they have to. Our ambition is to provide competitive products and simple ways to switch to Electric Ireland through our dedicated telephone and online service. “We have a long established presence in Northern Ireland, having provided energy to the business sector since the market first opened to competition 15 years ago. We will use this experience to deliver on good value products and excellent service to residential customers that we are confident will address the issue of inertia that has affected the market to date. “We are looking forward to building on the solid foundations the Electric Ireland brand has in the marketplace and to developing relationships in both the business and residential markets based on trust and reputation.”