The mobile boost and internet boost plans are a good idea, just using a competitor’s brand name; perhaps not Optus’ best marketing ploy. It really shouldn’t be a surprise that when Optus launched a product, using the “Boost” brand, Boost Mobile was quick to respond.
In a statement issued to the media a short time ago, Boost Founder Peter Adderton said:
Earlier this week, Optus launched products under the BOOST brand which Boost Mobile considers must be a deliberate attempt to trade off our valuable BOOST brand and success.
That success was noted as part of Telstra’s earnings call at the start of February. In the call, it was confirmed that Boost accounted for a significant portion of Telstra’s pre-paid growth, something Addertong noted on his social media:
Adderton is not known for holding back on his opinions and when it comes to a decision about branding this product, he was true to form:
Just when I didn’t think Optus could embarrass themselves any further, they once again surprise us all.
The matter is clearly pretty serious in the minds of the team at Boost, as the company has issued Optus with correspondence to cease the use of the Boost name. If this does not receive a response by 5 pm, Boost will commence legal action against Optus.
While we’d love to know more, Boost will not be issuing further comments right now. So stay tuned; we’ll do our best to stay on top of the events.