Enter your zip code, review plans for your area, and click to sign up. Texas is one of 16 deregulated power markets in the country, and a website called PowertoChoose.org makes it simple for Texans to compare and switch electricity providers. The number of Texas providers has more than doubled since 2004, leading to a competitive power market where companies jockey for market share, race to provide cheap service, and offer perks to try and boost customer loyalty.
Further innovating, many Texas electricity providers now send customers information to help them reduce electricity usage. For example, one Texas provider includes with bills information related to the amount of power used by major home appliances. Many companies are even aiming to give Texans the ability to monitor usage remotely, not out of altruism but rather in an effort to increase loyalty and ultimately lock the customer into additional contractual terms. But is this level of innovation enough?
Texas Power: Then and Now
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