Boost continues drive to widen audience

announced 10 cents all the time calling last week, it was part of a larger strategy. They’re trying to reach a larger audience with their prepaid offering, straying from the “urban youth” strategy the company had employed since its inception. We first saw Boost making such a move back in February when they switched to a less offensive logo. Today in the Kansas City Star, we get further word of Boost’s plans. Not only is Boost adding plans to appeal to a wider audience, but they’re making internal moves, too. They’re even going as far as to move executives from the Sprint end of the business over to Boost.

Matt Carter, a former Sprint executive, took charge as president of Boost earlier this year. Jeff Auman, another former Sprint executive, recently took over as Boost’s vice president of sales and distribution. Neil Lindsay, who had been with Boost since it began in 2002, recently shifted to vice president of marketing from overseeing production management.

The Boost advantage is in the network. While they admit to competition from such carriers as MetroPCS and Cricket, neither has a nationwide network like Boost. So they feel that they have a leg up in prepaid. Now they’re working to use it to their advantage.]]>