We’ve entered an era where there’s no turning back on the demand to reduce energy consumption. A large part of the responsibility for increasing the use of the fifth fuel—energy efficiency and conservation—falls squarely on the shoulders of utility companies. It’s not a small challenge. Successful demand response operations rely heavily on rapid communication with customers, especially during unexpected peaks. Maintaining that delicate supply-versus demand balance while avoiding financial penalties that eat away at profit margins requires an efficient, automated mass notification system.