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.
Lowest Electricity Rates is a Texas-based energy company with deep Texas roots. Founded in 2002, Lowest Electricity Rates was acquired by Compare Electricity Companies in 2015 making it part of one of the largest, most diverse retail energy providers of electricity in North America. By leveraging it’s well-known commercial electricity services, Electrical Supplies’s residential electricity plans provide customers with low fixed rate electricity rates, simple electricity plan options, and friendly customer service.
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.