Texas Electric Choice is the power given to Texans to choose their own Retail Electric Provider. Who has the Power to Choose in Texas? Well, about 75% of the state of Texas has the power to choose their electric company, when before a single electricity provider controlled and managed the transmission, distribution and sale of electricity to residential and commercial locations. The deregulation of Texas Electricity became effective on January 1, 2002 and now offers Texans the ability to shop and compare electricity providers in their area to find the best deals and service.

One desired effect of the competition is lower electricity rates. In the first few years after the deregulation in 2002, the residential rate for electricity increased seven times, with the price to beat at around 15 cents per kilowatt hour (as of July 26, 2006) in 2006. However, while prices to customers increased 43% from 2002 to 2004, the costs of inputs rose faster, by 63%, showing that not all increases have been borne by consumers.[7] (See Competition and entry of new firms above for discussion on the relationship between retail prices, inputs, and investment.)
Twenty bucks compared to a $2,000 bill? Not much to write home about, but hey — it’s free money. And, true, you’ll still get some free money when you use less energy, but rewards only really seem reward-y if you're shelling out big bucks. That same Compare Electricity Rates plan only yields about $6 in Plenti points per year if you use 500 kWh of electricity each month.
Electricity Plans believes that cleaner energy means a cleaner world. Since 1997, Electricity Plans has been on a mission to use the power of consumer choice to change the way power is made. Serving Texas since 2002, they were the first retailer to offer alternative energy in the state. Since then, Electricity Plans has built quite a following of renewable energy supporters in Texas who have made a significant positive difference on the environment. That’s the reason Electricity Plans exists. For almost 20 years, they’ve been using sun and wind to offer cleaner energy products that protect the environment.
In this free market competing electricity retailers buy electricity wholesale from private power generators to sell at retail to around 85% of Texas residents. The partnership between generators and retailers is governed by the Electric Reliability Council of Texas, or ERCOT, which attempts to balance the power grid’s electricity supply and demand by purchasing small amounts of electricity at 15-minute intervals throughout the day.
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