Boost Mobile slams Optus over branding faux pas

Boost Mobile Optus

Boost Mobile has threatened to take legal action against Optus after it announced a temporary internet speed increase feature yesterday using the word “Boost” across its branding.

Peter Adderton, the founder of Australian telco Boost Mobile, has come out swinging against Optus, labelling the company’s actions as “scrambling to create relevancy”. It comes amid a tumultuous past year for Optus involving a large-scale data breach that had far-reaching security implications for many Australians.

“Just when I didn’t think Optus could embarrass themselves any further, they once again surprise us all,” Adderton said in a media statement. “Earlier this week, Optus launched products under the BOOST brand which Boost Mobile considers must be a deliberate attempt to trade off our valuable BOOST brand and success.”

“Boost Mobile has not authorised Optus to use our BOOST brand, and we are definitely not collaborating with Optus. Boost Mobile is focused on customer experience through great everyday value and access to the full Telstra network.”

What does this mean for Optus and Boost Mobile?

For starters, the new features announced by Optus include “Mobile Boost” and “Internet Boost”. Essentially, they are short-term speed increases you can pay for via the telco’s app. For $5, you can increase your NBN internet speed for 24 hours, while $2 prioritises your mobile data connection for an hour.

However, the naming convention of the new features bears a striking resemblance to the mobile virtual network operator (MVNO) that uses the Telstra network. As a result, legal action is allegedly on the cards.

Peter Adderton Boost Mobile Founder
Boost Mobile founder Peter Adderton. Image: supplied

“Boost Mobile will not tolerate Optus’ behaviour and we have demanded that Optus stop using our BOOST brand immediately,” Adderton said. “Optus has this morning received legal correspondence giving them until 5pm today to respond and stop using BOOST in its marketing, or otherwise legal proceedings will commence for trademark infringement.”

“Our six different Australian trademarks, including the word BOOST, cannot be so easily traded off by an organisation scrambling to create relevancy with consumers.”

At the time of writing, Optus’ announcement is still live on its website, and no further public communication has been made. According to Adderton, the fallout will likely continue.

“While no further comment will be made for now, what I can say is – watch this space.”

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