Retail energy provider Payless Power, which supplies electricity in more than 400 deregulated cities throughout Texas, recently launched a new website that will give customers in the West Texas towns of Midland and Odessa greater access the company's electricity supply.

Payless currently offers traditional and contract electricity to West Texas, taking advantage of the state's energy deregulation laws to offer reliable and cheaper power to customers who fall into lower income brackets or may have lower credit. Customers can choose a pay-as-you-go method, or a number of other innovative ways. The new website allows residents to make payments online, learn about different payment options, read tips about energy conservation and more.

Texas energy users have been able to switch energy providers based on which electricity rates they want to pay since 2002, creating a highly competitive retail electricity market. In order to attract new customers and retain current energy users, companies are developing incentives and customer-centered benefits, such as Payless' website, to gain market share.

Many states currently have an equally competitive market, where electricity rates are being driven down as companies vie for new customers.