As one of the smaller players in the retail electricity market, Arlington-based Texas Power’s biggest challenge is convincing the public to consider switching power providers, said David Chase, the company’s general manager.

“The biggest obstacle for any new entrant is market education,” Chase said.

Across Texas, about 57 percent of residential customers in the competitive market have switched providers since deregulation took effect in 2002, according to the Electric Reliability Council of Texas.

The other 43 percent remain with incumbent carriers, such as TXU Energy and Reliant.

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