Hed: The Electricity Trail Precede: How electricity gets to you in a deregulated market. 1) Generators Utilities generate power from plants fueled by coal, oil, water, nuclear fission or alternative sources like wind or the sun. 2) Electric Service Providers Companies like Edison or PG & E; buy electricity from generators for resale. 3) The ISO The state-run Independent Service Operator ensures all customers get power. 3) Power Exchange A new statewide market to facilitate the buying and selling of electricity through a competitive bidding system, much like a stock exchange. 5) Distributors Local distribution companies provide the network and billing systems for power delivery. 6) End Users Business and residential customers.