Irvine’s Boost Mobile signed up 1.65 million new customers during the three months ending June 30. After counting up subscribers it lost, Boost added 777,000 net customers during its second quarter 2009. Win some, lose some.
“That’s the highest number of net adds in three years,” Matt Carter, Boost’s president, told me as he offered an update on the health of Orange County’s prepaid mobile company.
Boost has had some serious competition in the prepaid mobile market, a business it entered in 2002. Today, not only are there prepaid offerings from the traditional post-paid wireless companies, but newbies like MetroPCS and Cricket Wireless have wowed customers with their unlimited plans. Boost ended up changing its whole target customer last fall — from appealing to the young and hip to the budget conscious.
It launched one of the industry’s first $50 unlimited text and talk plans, introduced its first Boost-branded stores, and hired sexy Indy car racer Danica Patrick, who helped Boost target a new audience. All of those efforts apparently helped. Boost’s subscribers grew 18 percent to 5 million in three months. Average monthly bill per customer? Up $3 to $34 within three months.
“We shifted from a lifestyle youth-oriented brand to value-conscious consumers. The way we look at Danica … she’s an iconic figure. You go out to the race car events and a lot of those folks who we’re trying to get are there, they shop at Wal-Mart, they shop at Best Buy. They may work for General Motors,” Carter said.
But don’t expect Boost to drop the price on its unlimited monthly plan anytime soon. Read the rest of this entry »