01 · Competitive Reality
The Category Is Drowning In Its Own Creative
National wireless is flooding the air with creative volume. Attention is finite. Rank and airings tell you who is buying the room — and who is renting it.
Creatives in market · iSpot.tv brand scorecards · 30-day window 07/11/2026–08/10/2026
Boost airings and all dollar spend figures are gated behind an iSpot enterprise seat. Ranks shown are directional. Source: iSpot.tv brand scorecards, data available through 08/10/2026.
Efficiency curve · airings per creative
Boost unknown (airings gated). Computed: national airings ÷ creatives in market.
02 · The Diagnosis
Boost Is Playing Someone Else's Game
Three plays are live in the category. Boost is currently cast in the wrong one.
Network authority
Verizon, T-Mobile. Spend ranks #5 and #8. Celebrity-fronted. Boost cannot buy in and should not try.
Free-phone offer churn
Metro (365 creatives), and most of Boost's current 144. The most crowded, least differentiated space on television. Metro owns it with "Nadayada Island." Today Boost reads as a worse Metro.
Price theater with a face
Mint. One person, one joke structure, one number. Ryan Reynolds is the entire moat.
Boost has 144 creatives and no character, no recurring format, and no reason to be remembered between offers. Offer-led jingles rent attention. They never own it.
The open lane
Every competitor sells the network, the phone, or the price. Nobody is selling what happens after you sign — bill creep, activation fees, the upgrade trap, the twelve-month teaser rate. Verizon's own Dr. Evil campaign is arguing against activation fees, which means the category has already conceded the ground is real. Boost is the only major player with no legacy postpaid business to protect, so Boost is the only one who can take that ground without cannibalizing itself.
Business context: EchoStar reported results / trade press. Network access ~$17/subscriber/month to T-Mobile and AT&T (Light Reading). An MVNO cost structure means Boost cannot out-spend anyone. It has to out-remember them.
03 · Ecosystem
The Brain — Boost Encoder
Signal encoding → cross-modal fusion → high-resolution catchment prediction. Click any node.
04 · Resolution
The Identity Graph
This is not a concept diagram. This is the Myosin baseline file as delivered: nine linked datasets, joined on persistent Individual, Household and Address IDs, with measured Q4 coverage on every single attribute. Consent gates every rung.
Individual ID · Household_ID · Address_ID · Name · Full address
All three persistent IDs on 100% of records across every dataset. This is the spine that joins phone, email, device and behavior back to one person and one door. 231.0M carry a validated PII flag.
MobileCarrier 90.62% · Cell 48.28% · Landline 41.46% · DNC flag 53.38%
429.9M phone records, carrier named on 389.6M, last-seen date on 82.31%. Contactability and compliance state travel with the record, so suppression is built in rather than bolted on.
6.39B device IDs · 1.70B emails · 5.69B IP records · 236.7M social
Hashed identifiers throughout (MD5 68.34%, SHA256 68.03% on device; MD5 67.64% on email) so activation happens on hashes, never raw PII. IP present on 98.84% of device records.
DMA 100% · Lat/Long 100% · CBSA 89.17% · Census Block 84.47%
Six-decimal lat/long on every PII record and a census block on 417.8M. This converts a national TV buy into a store-catchment buy against Boost's 7,500 doors.
Numeric age 81.22% · Income levels 81.85% · Median income 69.95% · Net worth 53.46%
Coverage is uneven by design and we show it. Age resolves on 331.1M and income level on 333.7M, while marital status reaches 61.42% and children-in-household 33.62%. Targeting is built on the dense fields, not the sparse ones. Plus 5.21B IAB behavioral records with recency.
Household + Carrier + Store Catchment
A household, the carrier it currently pays, and the Boost door nearest to it. That triple is what turns a national brand buy into a store-level accountable conquest buy.
Coverage degrades as you descend, so the engine weights every creative decision by the rung that actually resolved the person. A deterministic join earns a personalized offer. A sparse attribute earns nothing. The percentages here are measured file coverage, not estimates.
Source: Myosin Baseline Audience Attributes, Q4 counts, nine datasets. Percentages are coverage within each dataset's own universe. They are not Boost match rates, which require a join test against Boost's subscriber file.
Explore the file — every attribute, measured
Nine datasets as delivered. Select one to see its universe and attribute coverage, ranked. Orange marks fields that carry the Boost conquest or store-catchment argument.
Why this file makes the guarantee underwritable
05 · Pierce The Veil
The Neuro Layer
How do you engage a person neurologically given what they already consume? Expand any row.
Tribe v2 · Character Casting for Boost
The contract
The contract-locking mega-carrier and the bill that grows while you sleep. Punch the mechanism, not the competitor's customers.
The customer
The person who took control of their telecom bill. Agency restored.
Sparky + the arithmetic
Sparky, and the arithmetic of a price that does not move. (Text treatment only — no fabricated mark.)
The villain is the contract, not the competitor's customers — punching at the mechanism, not at people, is what keeps it likable at high frequency.
06 · Live Demo
The Perlocity Brand Room
Compose a brief from chips. Generate. Watch structured creative stream out offline.
Simulated session. Output shown is representative of live Perlocity generations.
Select chips, then Generate.
07 · Consequence
Speed & Volume Math
brief → agency → concept → production → post → legal → traffic
6 to 8 weeks per campaign · tens of thousands of dollars per finished asset
brief → generation → swarm critique → brand check → traffic
15 to 30 minutes · cents to low dollars per asset
Volume without a fixed brand device is just more noise. The engine only earns its keep because sections 4 and 5 tell it what to hold constant.
08 · Uncopyable Layer
The 7,500 Stores
The layer nobody else in the category has at this granularity for prepaid.
Illustrative distribution — seeded PRNG weighted toward population centers. Not real coordinates.
Store as sensor
Every activation, port-in, and upgrade is a first-party conversion event with a physical location and a timestamp.
Store as creative unit
Catchment-level creative variants — local device mix, competitive density, language mix, payday cycle. Generation makes per-catchment creative economically possible for the first time.
Store as proof
Closed-loop: national exposure → household graph → store catchment → in-store activation → attributed CPA.
Every other carrier measures a market. Boost can measure a block.
09 · The Money
Vision Bridge — Guaranteed CPA
A dedicated, performance-driven test mapped entirely to a guaranteed cost per acquisition. 100% performance-based — spend governed by the guaranteed CPA threshold.
- RudderStackTagging deployed via RudderStack, establishing server-to-server data flow that bypasses client-side pixel restrictions so every acquisition is attributed in real time.
- Google CloudData infrastructure managed on the Myosin side and integrated back into Boost's Google Cloud environment via unified API. Closed-loop reporting; acquisitions verified automatically with no manual reconciliation. (Integration spec owner: Omer.)
- Creative delivery4–5 live creatives concurrently to prevent fatigue while giving budget density to optimize; :15 and :30 primary; every asset carries baseline URLs, dedicated QR codes, and short codes for cross-device continuity.
We provide the pipeline. You provide the endpoint. Real-time CPA validation directly into your existing data stack.
Enter your own target. We are not asserting your current CPA.
Example shown at $40. Replace it with your own target. Under a guarantee, variance sits with Myosin, not Boost.
10 · The Model
Savings & Scale Model
Every number below is arithmetic on inputs you control. Change any field and the whole model recomputes. We assert none of your figures.
Your number. We are not asserting it.
Boost ran 144 in a 30-day iSpot window.
EchoStar reported 2.69% in Q2 2025.
~$17 reported by Light Reading.
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Modeled illustration built entirely from the inputs on the left. Default values are reference points, not assertions about Boost: creative counts from iSpot brand scorecards (30-day window 07/11/2026–08/10/2026); churn 2.69% and network access ~$17/sub/mo from EchoStar reported results and Light Reading. Blended CPA, ARPU, budget, and per-asset costs are placeholders for Boost's own figures. Media efficiency assumes the same budget delivers acquisitions at the guaranteed CPA rather than the current blended CPA; it is a cost-per-outcome comparison, not a promise of incremental volume. LTV is contribution-based (ARPU less network access) and excludes device subsidy, retail commission, care cost, and taxes. Not a quote and not a forecast of financial results.
10 · What You're Buying
The Stack
Perlocity
Brand-room ideation, generation, swarm critique, asset library, brand governance.
REPLACES: slow agency concept cycles, unmanaged asset sprawl
The Identity Graph
Zero/first/second/third-party resolution, consent-gated, household + store catchment.
REPLACES: pixel-only attribution, market-level guesswork
The Neuro Framework
Tribe v2, Character Casting, the applied-lever library.
REPLACES: offer-led creative with no memory device
Vision Bridge
Guaranteed-CPA media with closed-loop server-side attribution.
REPLACES: brand spend without acquisition accountability
Boost stops selling the phone and starts selling freedom from the bill, through one owned device, in two languages, at a generation-engine cost structure, measured to a guaranteed CPA at store level.
Spanish-language beachhead
Boost already has meaningful Spanish creative in market and Metro is fighting hard there. Build the campaign world bilingual from concept, not as a translation layer.
11 · In The Room
Three Questions
- What is your true guaranteed CPA target?
- Who owns the brand device decision, and how fast can it be locked for 18 months?
- Can we get read access to store-level activation data for a single-market pilot?
Structural, not invented
Single market · one owned device · N creatives · guaranteed CPA · store-level readout. Reference allocation already on the table: $300,000 Q3 test. No additional dollar figures invented here.
Out-remember them.
Then measure the block.