Australia’s electricity system is undergoing a significant transformation. The once linear supply chain, where electricity generated by large power stations is transported across the high-voltage transmission network and through the low-voltage distribution network into homes and businesses, is becoming increasingly decentralized and bidirectional. In this chapter, the Australian energy market transformation is through the customer lens, with exploration of customer drivers, service innovation, and disruption trends. Consideration is given to how traditional energy retailers are responding to this transformation, and how new service entrants and business models are emerging and responding to consumer preferences, as well as policy reforms that are needed to enable a sustainable and affordable energy future in Australia.