Subject: [NEXTEL-1] Nextel calls on youth market - 2002-10-31 - Washington Business Journal

From: Marcel <[email-masked]>
Date: Fri, 01 Nov 2002 20:33:27 -0500

Boost Mobile, a joint venture between Nextel and Australian marketing firm Boost, launched
a test of the service in California and
Nevada in September. If the test goes well, Boost will be rolled out nationwide.

============================================
No one seems to ask "What If" as in What if Boost is a Bust?

Remeber don't let your kid get "Boosted" because they could be left out in the cold if
Timmy's experiment goes bust!

Unless your 14 yr old has his own A+ credit rating!
http://washington.bizjournals.com/washington/stories/2002/10/28/daily58.html

------------------------ Yahoo! Groups Sponsor ---------------------~-->
Sell a Home for Top $
http://us.click.yahoo.com/RrPZMC/jTmEAA/jd3IAA/61FxlB/TM
---------------------------------------------------------------------~->

Your use of Yahoo! Groups is subject to http://docs.yahoo.com/info/terms/ 

Business News from Washington

<script language="JavaScript1.1" src="http://dc.bizjournals.com/js.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=t1&transactionid=1036200376.812769.25150&Params.richmedia=yes?">
</script>

<noscript>
<a href="http://dc.bizjournals.com/click.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=t1&transactionid=1036200376.812769.25150&Params.richmedia=yes?">
<img src="http://dc.bizjournals.com/image.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=t1&transactionid=1036200376.812769.25150&Params.richmedia=yes?" width="468" height="60" border="0"></a>

</noscript>

Other Business Journals
bizjournals.com
Albany
Albuquerque
Atlanta
Austin
Baltimore
Birmingham
Boston
Buffalo
Charlotte
Cincinnati
Columbus
Dallas
Dayton
Denver
East Bay
Greensboro
Honolulu
Houston
Jacksonville
Kansas City
Louisville
Memphis
Milwaukee
Mpls./St. Paul
Nashville
Orlando
Philadelphia
Phoenix
Pittsburgh
Portland
Raleigh/Durham
Sacramento
St. Louis
San Antonio
San Francisco
San Jose
Seattle
South Florida
Tampa Bay
Washington
Wichita

Home

Latest News

Print Edition

Marketplace

Sales Prospecting

Business Resources

Services

Networking

Latest News

Archives

•

Tips

•

Search Watch

HomeWashingtonContentsLatest News

Washington's

Advertising & Marketing

Commercial Real Estate

Web Design

Updated: 7:58 PM EST
Friday, Nov 1, 2002

Boston Properties to squeeze new building into Hill

Arlington Co. officials decide to stay put

Downtown BID solicits developer help

Symbant's Fuller switches gears

Partisan plays keep consulting politics at bay

More...

Calendar
Up and Coming Events

More Tips

•  Give a gift subscription

•  Four Free Issues

•  National Capital Philanthropy Day

Contact Us
We want story tips, letters to the Editor.

News by Industry
Over 45 different industries represented. Build your own custom page or have the news emailed to you.

News by City
Choose from over 40 different metropolitan areas

Washington
Community health centers get Congress' support

Outlook
Big companies prepare winter push

Spotlight
Mutual funds avoid tech stocks

In Depth
Technology

16:35 EST Thursday

Nextel calls on youth market

John Wilen   Staff Reporter

Nextel Communications is looking to boost its presence in the consumer wireless marketplace with Boost Mobile, an initiative aimed at the key 14 to 22 age demographic.

<script language="JavaScript1.1" src="http://dc.bizjournals.com/js.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=c1&transactionid=1036200376.812214.25150&Params.richmedia=yes?">
</script>

<noscript>
<a href="http://dc.bizjournals.com/click.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=c1&transactionid=1036200376.812214.25150&Params.richmedia=yes?">
<img src="http://dc.bizjournals.com/image.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=c1&transactionid=1036200376.812214.25150&Params.richmedia=yes?" width="300" height="250" border="0"></a>

</noscript>

Boost Mobile, a joint venture between Nextel and Australian marketing firm Boost, launched a test of the service in California and Nevada in September. If the test goes well, Boost will be rolled out nationwide.

"I'm pleased with the results so far," says Tom Kelly, executive vice president and chief marketing officer at Nextel.

With Boost, Nextel appears to be trying to make kids think they're buying a phone from a brand new company focused entirely on their age group and interests. Nextel is dropping something most companies spend a lifetime building — its brand — in favor of the Boost brand.

When kids see a big wireless firm trying to market to them, they see a company for old people trying to sound young, Kelly says. "We really believe that in the youth market, having a strong brand is essential," Kelly says.

Sign up to receive free daily business updates by email every weekday afternoon.

Use Search Watch to watch for related topics, companies.

Receive free Industry News via email. Choose from 46 different industries.

Boost is selling phones in surf shops and music stores and is sponsoring surfing championships, Motocross events and the X-games. It has signed several extreme-sports athletes as spokespersons.

Nextel is not the only wireless company targeting the next generation. Virgin Mobile recently entered the United States with a wireless service aimed at youth, and other wireless firms market their services to the demographic

©
2002 American City Business Journals Inc.

Printable Version

Email Story

<script language="JavaScript1.1" src="http://dc.bizjournals.com/js.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r1&transactionid=1036200376.879615.25150&Params.richmedia=yes?">
</script>

<noscript>
<a href="http://dc.bizjournals.com/click.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r1&transactionid=1036200376.879615.25150&Params.richmedia=yes?">
<img src="http://dc.bizjournals.com/image.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r1&transactionid=1036200376.879615.25150&Params.richmedia=yes?" width="125" height="125" border="0"></a>

</noscript>

<script language="JavaScript1.1" src="http://dc.bizjournals.com/js.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r2&transactionid=1036200376.880125.25150&Params.richmedia=yes?">
</script>

<noscript>
<a href="http://dc.bizjournals.com/click.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r2&transactionid=1036200376.880125.25150&Params.richmedia=yes?">
<img src="http://dc.bizjournals.com/image.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r2&transactionid=1036200376.880125.25150&Params.richmedia=yes?" width="125" height="125" border="0"></a>

</noscript>

<script language="JavaScript1.1" src="http://dc.bizjournals.com/js.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r4&transactionid=1036200376.880573.25150&Params.richmedia=yes?">
</script>

<noscript>
<a href="http://dc.bizjournals.com/click.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r4&transactionid=1036200376.880573.25150&Params.richmedia=yes?">
<img src="http://dc.bizjournals.com/image.ng/site=bizj&market=washington&is_story=1&affiliate=washington&pos=r4&transactionid=1036200376.880573.25150&Params.richmedia=yes?" width="120" height="600" border="0"></a>

</noscript>

•  Office Products

•  Internet Directory

•  Hot Tech Buys

•  Savvy Business Shopper

•  Book of Lists

•  Sales Leads

•  Return on People

•  Sales Moves

•  Shoestring Marketing

•  Top of the List

•  Small Business Handbook

•  Consultants Unlimited

•  Advice Library

•  Business Forms

•  Enterprise

Subscribe | Book of Lists | Search | Sales Prospecting | Office Depot

Home

Latest News

Print Edition

Marketplace

Sales Prospecting

Business Resources

Services

Networking

Washington Business Journal email: [email-masked]

bizjournals.com

Help?

User Agreement

Privacy Policy