Boost Mobile (Australia)

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Boost Tel Pty Ltd
TypePrivate
IndustryWireless telecommunications
Founded1 August 2000; 21 years ago (2000-08-01)
FounderPeter Adderton
Headquarters
Sydney, New South Wales
,
Australia
Area served
Australia
Websitewww.boost.com.au

Boost Mobile is an Australian mobile virtual network operator which offers wireless services on the Telstra network.

Boost also provides refurbished devices through Alegre, which are sold online[1] and at supermarket chain Coles.[2]

History[]

It was founded by Peter Adderton in Sydney, Australia in 2000.[3] Optus began licensing the Boost Mobile brand that same year.[4] Boost Mobile SIMs (or plan 'Starter Kits'), are sold nationwide at over 9000 retail chain locations and independent stores,[5] and select telecom stores can validate a customer's ID to sign up for a plan.[2]

In 2012, Optus ended its business relationship with Boost.[4][6] In October, Boost announced a deal to resell access to the Telstra network,[6] with Telstra reportedly "looking to chase the youth market".[7] After 20 January 2013, all existing Boost customers were converted to Optus customers and continued to receive services on the Optus network.[8] On 7 March, Boost Tel began to offer products and services under the Boost Pre-paid Mobile brand as an MVNO hosted on the Telstra Next G network.[9] It is the only Telstra MVNO with access to the full Telstra 4GX coverage across regional/rural Australia,[10] the largest network by land area and population coverage in the country. There is no data speed cap imposed on users (besides no access to the Telstra 5G network),[11] with plans providing access to the full 300Mbit/s speed capacity of the Telstra 4GX network.[12]

From 2 February 2021, Boost transitioned to a simplified set of 'Boost Mobile Prepaid' plans offered to new customers, phasing out the former plans in favour of a new pricing scheme, altered inclusions and a new app, which requires a 'Boost ID' account. Boost is gradually migrating existing users to the new plans automatically.[13]

Marketing[]

Boost has consistently marketed itself through sponsorship and promotion of sporting events, and lifestyle-oriented marketing primarily through social media. The company has continued to target its brand and products at younger demographics; "Since Boost Mobile began in August 2000, we’ve been focussed on keeping Aussie youth connected."[14]

In 2018, Boost Mobile formed a partnership with the American-based Stadium Super Trucks to grow the series' presence in Australia.[15] The following year, after the series and the Confederation of Australian Motor Sport reached a three-year commercial rights agreement, the series was branded the Boost Mobile Super Trucks for Australian races.[16][17]

In 2019, Boost Mobile was the naming-rights sponsor of Garry Rogers Motorsport in the Australian Supercars Championship.[18] In 2020 and 2021, Boost Mobile sponsored James Courtney in a Tickford Racing Ford Mustang. In 2021 it also sponsored Brodie Kostecki in an Erebus Motorsport Holden Commodore ZB.[19]

In 2022, Boost Mobile will become the naming-rights sponsor of both Erebus Motorsport Commodores.[20]

Marketing criticism[]

In June 2010, Boost Mobile launched a viral marketing campaign that purported to identify text messaging disorders in order to bring attention to Boost Mobile's offer of 100 texts for one dollar. Australian television programme Media Watch criticized both the campaign itself and certain Australian media outlets that had failed to uncover the underlying marketing campaign, reporting the disorders as straight news.[21] The Age was one of the few publications to recognise that the campaign was a "ruse ... to get the company's name mentioned in the media."[22] As part of the campaign Boost Mobile cited an academic paper co-authored by Dr. Shari Walsh of the Queensland University of Technology. However, Dr. Walsh stated that her paper did not identify any texting disorders and that Boost Mobile was not accurately representing her research.[23]

References[]

  1. ^ "Boost Mobile Refurb Store I Powered By Alegre". Boost Refurbished Shop - Supplied By Alegre. Retrieved 8 September 2021.
  2. ^ a b "Frequently Asked Questions - Boost Mobile". Boost Mobile Australia. Retrieved 8 September 2021.
  3. ^ Stewart, Ashley (12 June 2018). "T-Mobile/Sprint merger would be 'catastrophic,' says Boost Mobile founder". www.bizjournals.com. Retrieved 26 March 2020.
  4. ^ a b Broughall, Nick (24 October 2012). "Optus ends, Telstra begins Boost Mobile partnership". TechRadar. Retrieved 26 March 2020.
  5. ^ "Find a Boost Retailer - Boost Mobile". Boost Mobile Australia. Retrieved 8 September 2021.
  6. ^ a b McDonald, Stephanie (24 October 2012). "Boost Mobile to resell Telstra's Next G network". Computerworld. Archived from the original on 24 October 2012. Retrieved 26 March 2020.
  7. ^ Taylor, Josh. "Boost forced to switch to Telstra as Optus ditches licensed prepaid". ZDNet. Retrieved 1 December 2021.
  8. ^ "Boost Mobile announcement clarification" (Press release). Telstra. 26 October 2012.
  9. ^ "Telstra and Boost Mobile enter retail alliance". Telstra. 24 October 2012. Retrieved 24 October 2012.
  10. ^ Wiwatowska, Anula (16 June 2021). "Telstra vs. Boost vs. Belong vs. ALDI Mobile coverage and others". WhistleOut. Retrieved 8 September 2021.
  11. ^ "Boost Mobile". Whirlpool.net.au. Retrieved 30 January 2022.
  12. ^ "Telstra - What is mobile broadband? - Support". www.telstra.com.au. Retrieved 15 September 2021.
  13. ^ "The New Boost Mobile Prepaid Plan - Boost Mobile". Boost Mobile Australia. Retrieved 8 September 2021.
  14. ^ "Prepaid Plans & SIM Only Mobile Plans - Boost Mobile". Boost Mobile Australia. Retrieved 9 September 2021.
  15. ^ "Rights deal signed for Super Trucks in Australia". Speedcafe. 6 May 2018. Retrieved 6 September 2019.
  16. ^ van Leeuwen, Andrew (20 August 2019). "Australian ban on Stadium Super Trucks lifted". Motorsport.com. Retrieved 6 September 2019.
  17. ^ O'Brien, Connor (27 August 2019). "Early return for Stadium Super Trucks". Supercars Championship. Retrieved 6 September 2019.
  18. ^ "GRM showcases Boost Mobile Racing Commodores". Speedcafe.com. Retrieved 27 February 2019.
  19. ^ Boost back Kostecki Auto Action 22 February 2021
  20. ^ Pavey, James (3 December 2021). "Boost Mobile to become the naming-rights sponsor for Erebus Motorsport". Supercars Championship.
  21. ^ "Diagnosis: Gullible". Media Watch. 12 July 2010. Archived from the original on 1 January 2013. Retrieved 16 July 2010.
  22. ^ "Teenagers text the love". The Age. 1 July 2010. Archived from the original on 10 May 2019.
  23. ^ Walsh, Dr. Shari (2 July 2010). "Dr Shari Walsh replies to Media Watch" (PDF). Media Watch. Archived (PDF) from the original on 16 March 2017.

External links[]

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