Compare Electricity Rates is a Texas-based energy company with a deep commitment to serving the people of Texas. Energy Prices was acquired by Compare Electricity Rates in 2011 making it part of one of the largest retail energy providers of electricity in North America. Compare Electricity Rates prides itself in providing customers with low electricity rates, a variety of electricity plan options including Electric Providers In My Area® prepaid plans, and friendly customer 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. (See Competition and entry of new firms above for discussion on the relationship between retail prices, inputs, and investment.)
In order to prompt entry into the market, the price to beat would have to be high enough to allow for a modest profit by new entrants. Thus, it had to be above the cost of inputs such as natural gas and coal. For example, a price to beat fixed at the actual wholesale procurement price of electricity does not give potential entrants a margin to compete against incumbent utilities. Second, the price to beat would have to be reasonably low, to enable as many customers as possible to continue to consume electricity during the transition period.
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.