Boost Mobile knows exactly who its target market is. The mobile phone service provider focuses solely on the youth segment, and this gives it a clear sense of purpose and identity in all that it does. The business is an independent brand living on the retail side of Telstra and offers only pre-paid services predominantly to its key demographic of people born post 90s or in the new millennium.
CEO Paul ONeile has been with Boost since day one. The company was established in Australia in 2000, and New Zealand operations followed a year later. In 2002, he was appointed to the top spot just as the business was expanding into the US. Prior to Boost, Paul worked for IBM for eight years in local and regional Asia Pacific roles and subsequently spent three years at Optus where he held sales, marketing, strategy, and business development positions.