Boost Mobile is an Irvine, CA-base brand of mobile phone service launched in Australia (Over Optus) in 2000 and in New Zealand (Over Telecom New Zealand) in 2001 . The Boost brand is primarily marketed to the teen and young adult demographics. Peter Adderton and Craig Cooper brought the brand to the United States in 2001 and entered into a joint venture with Nextel Communications to launch and market the brand in the USA. In 2003, Nextel purchased 100% of the American division of Boost Mobile. Until late 2004, Boost Mobile was only available in select markets with is launch in the US focusing primarily on California and Nevada. Prior to Boost Mobile, Nextel primarily focused on the business market. Boost Mobile has more than 4 million customers at the end of the first quarter, 2007. At the end of 2006 Boost launched its Boost Unlimited Service. The service offers unlimiting calling for $35 to $65 a month, depending on the market where the service is sold. Generally, Boost Unlimited usage is limited to the local geographic region where the account holder resides, and national roaming charges apply outside this area. Boost Unlimited plans are designed compete with other local market unlimited prepaid carriers such as MetroPCS and Cricket Wireless under same terms and business models. As of May 2008, Unlimited by Boost has stopped selling products in their New Orleans market in an effort to boost usage of their pay as you go phones on the iden network. In a memo to employees and retailers, the company cited over an over saturated market in that area and an overloading of the cdma network. Existing customers in that area will continue to be able to use the service, however it is unknown wether they will continue to be able to make real time payments at authorized retail locations.