How can JPS make more from less?

THE EDITOR, Sir:

WHY WOULD a monopoly implore its customers to consume less of its product? The more of a product that is being consumed, the more revenue should be the result, I am wont to believe.

However, the Jamaica Public Service Company Ltd (JPS) apparently sees things in a different light. How come?

Over time, JPS has run advertisements and made announcements urging its customers to turn off lights and unplug and turn off appliances when they are not being used.

The recommendation of the use of energy-saving bulbs and appliances, along with a plethora of other conservation tips, is welcome advice, no doubt, from a consumer’s perspective. However, from the point of view of the supplier, and its viability, I am flummoxed, even more so since at the time of writing, JPS has applied to the Office of Utilities Regulation for a tariff review. Isn’t something amiss?

As a result, I hereby request an erudite professor of economics and business to shed some light on why a monopoly company would implore its customers to consume less of its product.