To convince energy consumers that the smart grid will benefit them personally, utilities need to offer something more than a reduction in power outages and increased service reliability, according to a Texas study that found customers already expect those things from their providers. Instead, Texas utilities hosting the statewide Biggest Energy Saver campaign found that home owners are more interested in technologies that cut costs, and appliances and applications that increase home energy efficiency -- which suggests providers should be focusing their marketing efforts on these benefits.

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