B oost Mobile, the prepaid wireless unit of Sprint Nextel, is aiming for a broader audience. “With new leadership, we have a new strategy in place,” said John Votava, a Boost Mobile spokesman. Previously, Boost focused on selling its no-contract calling service to what it referred to as “urban youth” 14 to 24. Many were attracted to the company’s marketing, heavy with a hip-hop style and a “Where you at?” slogan. The California-based business now will aim for a larger market primarily consisting of 18- to 35-year-olds. Boost will play up the value of its 10-cents-per-minute, pay-as-you-go option to consumers who are budget conscious or who may not have the good credit to qualify for another wireless company’s monthly calling plans. “We are offering them a dependable network, reliable handsets and greater value for the money...
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