In this document CEA highlights the potential of technology enabled demand response. According to FERC survey, successful demand response program may result in 20% reduction in estimated peak demand in 2019. This paper emphasizes the required change in the way consumers participate in the energy market today. To achieve this, consuemrs must be provided economic incentive and they must have access to real time consumption and pricing information. In this document CEA also makes some important suggestions to policymakers regarding dynamic pricing programs, and open and non-discriminatory data access rules.