Big telco shake-up as Telstra acquires Boost Mobile youth brand

In a big shake-up to Australia’s mobile telco market, Telstra has acquired youth-focused prepaid SIM brand Boost Mobile.

Integrating the Boost Mobile brand under the Telstra banner, the acquisition adds the SIM provider next to Telstra’s existing budget telco brand, Belong. As clarified in a media announcement, Telstra already led Boost’s product development, with the latter primarily handling public-facing activities like marketing.

A mobile virtual network operator (MVNO) selling prepaid SIM plans with full access to Telstra’s 5G network, Boost also announced Boost Broadband, an NBN provider. The landing page for Boost Broadband still says “coming soon”, with no word of an expected launch date.

Telstra confirmed that current Boost Mobile customers won’t see any changes to their plans.

“Boost Mobile has been a fantastic partner of Telstra for 13 years and this acquisition cements just how much we value the Boost brand,” said Brad Whitcomb, Group Executive for Telstra Consumer. “We know Boost branded products are a fantastic option for those seeking more affordable mobile connectivity and we are committed to providing that choice in the market.”

According to a Telstra media release, “most” of Boost Mobile’s existing staff will join the telco as a standalone team. Peter Adderton, Boost Mobile Chairman described the acquisition as a “natural evolution of the brand”.

“The team at Boost are the best in the business and I wish them all well on the next part of Boost Mobile’s journey,” Adderton said.

More to come.

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