From free iPads to free Internet subscriptions, the open electricity market kicks off in the northern part of Singapore today amid fierce competition, with retailers dangling myriad deals to persuade consumers to sign with them.

All 350,000 households and firms in areas with postal codes starting with 58 to 78 - such as Woodlands, Yew Tee and Bukit Gombak - will be able to switch from SP Group starting today, marking the first phase of the nationwide roll-out of the open market. It will cover the entire country by May.