Consumers in Houston, Dallas, Fort Worth and Corpus Christi were promised bargains on electricity when the Texas Legislature deregulated the electricity market. But 16 years later they're still paying more for electricity than their counterparts in cities Texas lawmakers exempted from deregulation such as Austin and San Antonio, according to the Texas Coalition for Affordable Power which analyzed federal electricity pricing data.
Take a few minutes to sit down and do some digging.  Not only do you want to find out exactly which Houston power companies operate in your neighborhood and what it is they have to offer, but you want to find out which are the cheap power companies in Houston.  You’ve just bought a home!  You need to save as much as possible everywhere you can until you can get at least some of the move-in expenses paid down.  Now, while it’s true that most Retail Electric Providers require a deposit if your credit is poor or you haven’t had a utility in your name, not all of them do.  Even with those that do, some will accept a letter of guarantee, where someone else guarantees in writing that they’ll pay the bill if you don’t, in place of a cash deposit.  This can be even more useful once you consider that the typical deposit is 1/5th to 1/6th of an annual bill – if it’s a brand-new home, it might be that the only record of use is that of the construction company and that would be a seriously large deposit, indeed!
Take a few minutes to sit down and do some digging.  Not only do you want to find out exactly which Houston power companies operate in your neighborhood and what it is they have to offer, but you want to find out which are the cheap power companies in Houston.  You’ve just bought a home!  You need to save as much as possible everywhere you can until you can get at least some of the move-in expenses paid down.  Now, while it’s true that most Retail Electric Providers require a deposit if your credit is poor or you haven’t had a utility in your name, not all of them do.  Even with those that do, some will accept a letter of guarantee, where someone else guarantees in writing that they’ll pay the bill if you don’t, in place of a cash deposit.  This can be even more useful once you consider that the typical deposit is 1/5th to 1/6th of an annual bill – if it’s a brand-new home, it might be that the only record of use is that of the construction company and that would be a seriously large deposit, indeed!

But in Houston, where there are 52 companies on Power to Choose each offering several different power plans, there might be too many choices. Economists have found that when confronted with a large number of choices, most people tend to do nothing. In one well-known behavioral economics experiment, researchers set out six samples of fruit jams at a grocery store, enticing 30 percent of shoppers to buy the product. But when they increased the number of samples to 24, only 3 percent of shoppers made a purchase.
Customers can find deals in competitive electricity markets if they take the time and effort to look at web sites such as powertochoose.org, the official comparison shopping site of the Public Utility Commission. The study cited a PUC survey of retail electricity offerings in Houston that showed nine deals in March that were lower than the regulated price of electricity in San Antonio.

Consumers were promised cheaper power when Texas deregulated its electricity markets in 2002 at the urging of big industrial users and power companies. Average retail prices have declined by more than 60 percent since 2001, although much of that decline is due to the plunge in natural gas prices that followed advances in shale drilling and consequently wholesale power prices. Proponents of deregulation argue that they still have choices that can save them money.
No matter who you are, residents and business owners in Texas have to have electricity. Understanding electricity rates in Houston can be overwhelming at first. At SaveOnEnergy.com®, our job is to help you explore your Houston energy options. The more you learn about electric companies in your area, the easier your decision will be when you choose an energy plan.
Energy sellers must provide collateral to ERCOT to cover expected future costs of buying wholesale electricity and if the companies don’t have enough capital, they get shut down. Breeze Energy, a Dallas-based electricity retailer that sold wind-energy plans to 9,800 customers including many in the Houston area, got caught in that financial squeeze when it defaulted on its collateral obligations.
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But competition didn't necessarily end up cutting prices, according to the report. One contributing factor is confusion among customers as they try to choose among scores of retail electricity providers and the overwhelming variation of plans, leading many to just stick with familiar companies rather than look for better deals, according to the Texas Coalition for Affordable Power .
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).
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