The initiative, called internet boost and mobile boost, allows Optus customers to pay $5 for a 24-hour improvement in home NBN speeds, or $2 for one hour’s improvement and priority on the Optus mobile network.
But it’s the name of the program that is contested, with Boost Mobile threatening legal proceedings if Optus does not immediately change the name of its product in all marketing.
Boost Mobile founder Peter Adderton told 9news.com.au: “Boost Mobile has not authorised Optus to use our Boost brand, and we are definitely not collaborating with Optus.”
Boost has been long established in the Australian market, offering generous data plans at low costs on the full Telstra network.
Known for their aggressive approach to branding and marketing, the use of the term “mobile boost” as the product name for Optus is what’s causing the concern.
“Optus has this morning received legal correspondence giving them until 5pm today (Friday) to respond and stop using Boost in its marketing, or otherwise legal proceedings will commence for trademark infringement,” Adderton added,
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“Boost Mobile is a local, Australian-born success story which, over the last 22 years, has built a telco brand that is now globally recognised and respected.”
An Optus spokesperson said the company had received the letter from Boost and is “considering” it.
“We have received a letter raising concerns on behalf of Boost Telecom,” the spokesperson said.
“Optus is considering this, but does not consider that any customer could confuse Boost Telecom with Optus.”
Optus has endured a shocking last 12 months, with one of Australia’s largest data breaches affecting 9.8 million customers.
