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With Boost Mobile making headlines across the country, I thought some people might be interested in learning more about the company’s beginnings and inception. The DOJ forced Sprint to sell Boost to Dish for $1.4 billion as part of the T-Mobile/ Sprint merger. While writing this, I also learned that 2020 marks the 20th anniversary of Boost, something few people are aware of.
Boost was founded in Australia in the year 2000. Peter Adderton operated a marketing agency for Optus, Australia’s second largest mobile phone carrier, and was in charge of a prepaid phone retail push. Peter was constantly upset by Optus’ marketing’s lack of innovation, quickness, and execution, and persuaded them to let him operate it as a distinct brand. As a result, Boost, one of the first MVNOs in the world, was born. Mobile Virtual Network Operator (MVNO) is a company that purchases wholesale talk/data rates from carriers and resells them under their own brand. (Boost Mobile, Virgin Mobile, Straight Talk – Walmart, Amazon Kindles, Tracfone, and so on)
As an investor/advisor, Peter enlisted Paul Keating, Australia’s former prime minister who deregulated the telco business and handed Optus its inaugural mobile spectrum licences. The Globe shoe founders (Stephen and Peter Hill) also contributed money and assisted in the creation of the inaugural brand. Paul O’Neill, who led Optus’ prepaid business section, was the next to speak.
Then there was me. In 1997, I relocated to Australia to manage Microsoft’s MSN site and ecomm activities. I left MSN to co-found an Australian web development company that grew to be the largest in Australia and New Zealand before being sold. When I met Peter, he was looking for a Tech/Product person. Scott Anderson was in charge of branding and creative, Karen O’Connell of product marketing, Michael Lanzon of sales and distribution, and Fewelly (Mark Fewell) of law.
Prepaid cards were significantly more popular overseas in 2000 than the usual two-year carrier contracts in the United States. Boost focused on ‘Action Sports/Lifestyle’ brands, marketing, and distribution (think Quiksilver, Billabong, Roxy, Monster, and others).
We pioneered selling prepaid phones in surf shops and sunglass shops (it’s a cash/carry product…no credit checks, application processes, etc.). Peter and a small investor group still own the bulk of Boost Mobile Australia, which has been a 20-year success. From 2000 to 2017, Paul O’Neill was the CEO of Boost Mobile Australia…. Paul, you’ve had a terrific run, and you’re a great guy!
After the 2000 Olympics, I left Australia and spent six months travelling through Southeast Asia. When I returned to Seattle, I met up with Peter and a small team to discuss launching the Boost Mobile brand in the United States. Prepaid cards were considered as a low-cost, credit-challenged symbol of financial uncertainty at the time. Prepaid means you don’t have a job, don’t have credit, are undocumented, don’t have a phone, don’t have kids, and so on. Nextel was the most popular business brand, with sales focusing on businesses with high real-time communication needs, such as construction, security, transportation, and hospitals.
This was owing to the ‘Push to Talk’ (PTT) capabilities incorporated in their walkie-talkie phones. On Nextel’s network, Motorola was the exclusive provider of phones. Motorola phones could make ordinary phone calls as well as have this PTT capabilities built in. This was fantastic for business (cheaper, faster ‘group’ communication), but strange/awkward for consumers because most people don’t want or need the ‘group’ PTT feature. It was a unique experience. Could you turn clumsy into cool?
Nextel’s brand was aimed primarily at “Business,” and they didn’t want to tarnish it by selling sub-prime prepaid cards. Boost was the right fit for them: a unique brand name, a distinct marketing segment, a ‘consumer’ play, and an experienced team in the creation and operation of a Prepaid MVNO. We formed a joint venture with Nextel that is 1/3 Boost and 2/3 Nextel. We were in charge of the entire front end, including marketing, retail, packaging, phone design, and so on. They put up the money and operated the back end, including billing, customer support, and negotiating/paying for Motorola phones, among other things.
Much of the original Aussie crew (Peter, me, Scott, Karen, Michael + Craig Cooper, Kirt McMaster) relocated to Orange County, CA to work with Quiksilver, Roxy, Billabong, Oakley, and other US-based brands. In 2002, we launched Boost Mobile in the United States, but exclusively in California. It debuted with a similar ‘Aussie surf/skate concept.’ We pushed Motorola’s design capabilities to the limit. Anything other than black plastic was considered “extreme” at the time. We introduced a variety of colour phones, co-branded Roxy phones for teen girls, and sponsored Tony Hawk and surf/skate/MotoX competitions. I believe we were among the first to pre-load ringtones and games (snake!) on phones from the early 2000s!
Great boost marketing, however we had to get beyond the strange walkie-talkie feature in order to pitch PTT as “cool” and “helpful.” As a result, the phrase “Where u at” was formed, much to the chagrin of many an English teacher….plus Nextel was fiercely opposed to turning their major ‘business/enterprise function’ of PTT into slang colloquialism.
Boost was a runaway success in its first year. Surpassing our and Nextel’s expectations in every way…including producing network traffic meltdowns. (This isn’t good for Nextel Business customers!) In the first 12 months, Boost sold more phones and connected more lines than its parent company, Nextel. Repeat. In California, the single launch market, Y1 Boost > Nextel. Due to “brand dilution,” Nextel initially refused to offer Boost phones in their retail outlets, however this decision was rapidly reversed as customers sought Boost phones. Of fact, both strategy and luck play a role in success.
The company is based in CA , United States. Do you have anything to share with the corporate headquarters? If yes, please take a note of the headquarters address of name Inc. below:
Boost Mobile Corporate Headquarters Address
9060 Irvine Center Dr. Irvine
CA 92618.
United States.
How do I contact Boost Mobile CEO?
Do you have any thoughts you’d want to share with Company Name’s CEO? Name of owner, the company’s current CEO, is looking forward to reading your views or suggestions. Please report your inquiries or complaints to the customer service department if you have any normal questions or concerns. pamela.doe@boostmobile.com is the CEO of Company Name’s email address.
For any general inquiries and complaints, please do share your feedback, and thoughts with the customer support team at the company’s official website. Please save this link to share your feedback about the last experience. It is one of the best ways to get in touch with the company’s customer support team.
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Boost Mobile Headquarters Contact Details: NA
Boost Mobile Headquarters Address: 9060 Irvine Center Dr. Irvine, CA 92618.
Boost Mobile Headquarters Phone Number: 1-866-402-7366
Boost Mobile Headquarters Whatsapp Number: NA
Boost Mobile Headquarters Office Email ID: pamela.doe@boostmobile.com
Boost Mobile Headquarters Facebook Fan Page: https://www.facebook.com/boostmobile
Boost Mobile Headquarters Twitter Handle: https://twitter.com/boostmobile
Boost Mobile Headquarters Instagram Profile: https://www.instagram.com/boostmobile
Boost Mobile Headquarters Snapchat Profile: NA
Boost Mobile Headquarters YouTube Channel: https://www.youtube.com/user/boostmobile
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