That phenomenon has played out in Texas electricity markets, where few customers are willing to navigate the maze of power plans in the hope of shaving a few cents per kilowatt hour from their electric rates, according to the Texas Coalition for Affordable Power which buys electricity on behalf of municipal governments in Texas. As result, customers in regulated markets such as San Antonio and Austin on average pay less for electricity than those in deregulated markets like Houston, according to the coalition.
Business specialists say that retail electricity companies follow a model used in other mature industries, such as banking, cell phone services and cable television, where the market is saturated and the main way to grow is by poaching customers from competitors. In all these industries, companies use cut-rate promotional offers to win customers and then hope inertia sets in once promotions expire and prices increase.
On the one hand, long-term, fixed-rate (contract) plans offer stability in pricing. If energy supply costs suddenly go up in your area, you won’t be left paying more than what you bargained for. You’ll have peace-of-mind. If you want to switch out of your contract before it ends with a lower cost plan, you’ll likely face a cancellation fee (early termination fee).