BlueStar Energy announced on June 25, 2012, that as of June 29, it will be referred to as AEP Energy.
The company, a subsidiary of American Electric Power, will be divided into two business divisions. Energy supply will be headed by Jim Petersen, who will cover all electricity supply for residential, commercial and industrial customers in several states, including Ohio, Illinois and other with deregulated markets.
"BlueStar's name may be going away, but the hustle, innovation and focus on customers will not. Our existing customers should see no change in the service that we provide, beyond a new name on their bill. And, the innovative energy solutions that we can offer to help customers use less energy and pay less for it will be enhanced," said Greg Hall, president of AEP Energy Partners.
Hall added that the name change marks a shift toward independence, which is expected to attract more consumers who compare electricity rates. The company's operations will continue to be based in Ohio and California, the company stated.
Ohio is one of several states that have implemented energy deregulation laws, in turn creating a thriving electricity market that allows customers to shop around for electricity rates. Others include Texas, Pennsylvania, New Jersey.