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AMDAX Completes First Ever Web-Based Live Auction of Electric Commodity in the Western States; Company Proves Auction Technology; California Deregulation Leads $266 Billion National Market.


Business Editors/Energy Writers

SAN DIEGO--(BUSINESS WIRE)--May 18, 2000

Just as the country braces See curly brace.  for a long, hot summer and highly volatile energy prices, AMDAX -- the American Direct Access Exchange (http://www.amdax.com) -- announced today the successful completion of the first ever Web-based, retail electric energy auction in the Western United States Noun 1. western United States - the region of the United States lying to the west of the Mississippi River
West

Santa Fe Trail - a trail that extends from Missouri to New Mexico; an important route for settlers moving west in the 19th century
.

"The timing couldn't be better for this technology to go live," said Eric Rosenblatt, chief executive officer of AMDAX. "Large energy customers are eager to lock in energy prices and avoid expected market volatility." Rosenblatt cited a recent wave of stories appearing across the country warning of impending im·pend  
intr.v. im·pend·ed, im·pend·ing, im·pends
1. To be about to occur: Her retirement is impending.

2.
 energy price shock. He also noted that both of Southern California's largest utilities -- Southern California Edison Southern California Edison (or SCE Corp), the largest subsidiary of Edison International (NYSE: EIX), is the primary electricity supply company for much of Southern California. It provides 11 million people with electricity.  and San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay.  Gas & Electric -- have recently announced substantial campaigns urging customers to take advantage of the newly deregulated market and minimize their exposure to price shock.

The AMDAX PowerBid(SM) system, a proprietary technology developed by the company, is the first live retail energy auction platform of its kind. The AMDAX exchange has opened the highly lucrative California marketplace to national energy service providers seeking to diversify diversify

To acquire a variety of assets that do not tend to change in value at the same time. To diversify a securities portfolio is to purchase different types of securities in different companies in unrelated industries.
 their base and enter the newly deregulated California market.

AMDAX hosted its first full-scale auction in San Diego, attracting a variety of large commercial and industrial companies, including the Oceans Eleven Casino in Oceanside, Calif. "We run our facility around the clock, so we're always conscious about energy cost and consumption," said Bob Moyer, general manager for Oceans Eleven. "The AMDAX exchange allowed our company to seek competitive bids without the time and expense of an RFP (Request For Proposal) A document that invites a vendor to submit a bid for hardware, software and/or services. It may provide a general or very detailed specification of the system.

1. (business) RFP - Request for Proposal.
2.
, and we have locked into a very good price prior to our highest consumption period of the year." "One hundred percent of our qualified providers participated in this auction," said Rosenblatt. "Energy suppliers are very eager to tap this market."

AMDAX Chief Information Officer, William Dale, noted that while new e-commerce exchange ideas are announced every day, few have actually established a successful marketplace. "There are many great ideas for exchange and auction sites, but this is an exceedingly ex·ceed·ing·ly  
adv.
To an advanced or unusual degree; extremely.


exceedingly
Adverb

very; extremely

Adv. 1.
 complex process to establish." Following the success of its initial exchange, AMDAX is quickly moving forward with increasingly larger auctions throughout the state of California. "Our goal is to establish statewide coverage by year's end," noted Rosenblatt. Expansion into other states is planned for the coming year.

About AMDAX

AMDAX is a privately held corporation Noun 1. privately held corporation - a corporation owned by a few people; shares have no public market
close corporation, closed corporation, private corporation
 providing an Internet-based transaction platform where leading providers of wholesale electric energy bid, in a live auction format, on the aggregated electric energy load of commercial, industrial, and governmental customers. The company's proprietary PowerBid(SM) system allows energy customers to obtain the lowest possible price and provides an efficient alternative to the traditional paper request for proposal and manual review process.
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Copyright 2000, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Article Details
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Publication:Business Wire
Geographic Code:1USA
Date:May 18, 2000
Words:459
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