Boost Mobile issued a press release on July 17th detailing changes to their brand strategy. There, the company has explained two major changes – repositioning the brand, and revealing an enhanced digital purchasing experience.
To catch you up, Dish Network has been on the move to get Boost Mobile off the ground as a fourth major US carrier. A major condition for the T-Mobile and Sprint merger in 2020 was for Boost Mobile to be acquired by Dish Network.
At the time, Boost was a subsidiary of Sprint. It was officially acquired by Dish Network June 1st 2020 for $1.4 billion dollars. Another condition of the merger was that T-Mobile provide capacity on their wireless network for Boost Mobile customers for seven years.
The clock started to tick – Dish Network has until June 1st 2027 to get Boost Mobile competitive. Since then, minor moves have been made: Dish Network partnered with Amazon to offer Boost Mobile, and they also try to offer competitive device promotions. But there was more work to be done.
“There is too much complexity in the wireless market today. Boost Mobile is simplifying its digital purchasing experience and offerings to give consumers more flexibility and choice with unbelievable value.
CEO and president of EchoStar, Hamid Akhavan (parent company of Boost Mobile)
Today’s announcement is the first step of many designed to further empower Boost Mobile customers. In contrast to other carriers that continue to raise rates, add fees and layer extras into plans that customers simply don’t want or need, Boost is delivering transparent plans that allow customers to buy exactly the services they need, while saving hundreds of dollars annually compared to other wireless carriers.”
Simpler Name, Same Value
Dish Network’s first major attempt at offering postpaid service was through the name Boost Infinite. The service was a true postpaid offering, but the name created a fragmentation of the brand and confused customers. What is Boost Mobile? What is Boost Infinite? What is the differentiation?
Essentially, the name was the divide between prepaid and postpaid service. And one thing harder than getting one wireless carrier off the ground is trying to get two off the ground. The press release says it best – “Boost believes how you pay is not a product”. Thus, Boost Infinite in name has gotten the axe, and the brand promotes being the only carrier with prepaid and postpaid service under one name.
The infinite name now only survives via the “infinite access” plans for iPhone and Galaxy.
“Boost Mobile is providing a compelling new choice in wireless. We offer transparent, straightforward plans starting at $25 a month on a single line and an extended portfolio of devices for all consumer needs.”
Boost Mobile SVP of Consumer Product and Marketing Sean Lee
Boost Mobile is also launching a nationwide brand advertising campaign as “the ultimate value in wireless”. The campaign will promote Boost Mobile’s plans starting at just $25 per month with autopay. This plan will be price locked forever if you get it today (which we know to take with a grain of salt around here).
The company is also making it clear that you don’t need a third or fourth line to get the best price for service. Even a single line gets the best deal. To prove it, they are backing up the claim with a 30-day money back guarantee.
A 5G Network To Back It Up
Boost Mobile is also going big on advertising their nationwide 5G network. They claim their customers can access more towers than any other carrier. The commercial above is what you can expect on your screens in the future during advertising breaks.
There is a caveat to the claim, which reads, “The Boost Mobile Network includes roaming coverage from partner networks which cover 99% of the U.S. Population.” It’s clear the borrowed tower access from T-Mobile is pulling heavy weight here. However, it still rings true. At least until June 1st 2027.
Is this a strong offering for Boost Mobile? What would entice you to make the switch? Let us know your thoughts in the comments below.
