Feature Article

March 21, 2013

Sprint Custom Branded Device Program Allows for Custom Branding of Android Devices

Yesterday, Sprint Emerging & Wholesale Solutions introduced its new Custom Branded Device Program, which provides MVNOs with better access to de-branded marquee Android handsets. The selection of devices will come out of the Sprint and Boost Mobile device inventory, but currently only the LG Optimus G, LG Mach and Sprint Flash are available — though more devices will be added to the lineup as soon as the end of the month.

MVNOs will be able to modify devices through Mobile ID and Mobile Zone, allowing them to extend their own brands to end users via over-the-air activation.

“The Android operating system provides such incredible flexibility and supply chain economy of scale that, when coupled with the Sprint Mobile ID and Mobile Zone products, can now extend a value and a new branding opportunity to our wholesale customers,” said Bill Esrey, vice president of Emerging and Wholesale Solutions at Sprint, in a statement. “The Custom Branded Device Program enables our MVNO customers to extend a personal and direct relationship that transcends outside of the store walls, at Sprint’s volume pricing.”

The popularity of Android smartphones does indeed make them ideal for the Custom Branded Devices Program. According to Strategy Analytics, Google's mobile platform claimed 70 percent of the worldwide smartphone market at the end of 2012, while recent comScore figures show that Android represents 52.3 percent of the U.S. market.

Sprint's Mobile ID and Mobile Zone platforms are white-label variations of its Sprint ID and Sprint Zone applications, allowing international and wholesale customers to use the services. Mobile ID offers a complete mobile experience with apps, widgets, ringtones and wallpapers, allowing Sprint smartphone users to personalize their Android experience.

Mobile Zone, meanwhile, acts as a messaging gateway for end users to receive communications from an MVNO, while providing access to self-help services.

Back in November, Sprint expanded its Emerging and Wholesale Solutions, adding Apptix cloud services with the Parallels Automation platform.

Edited by Brooke Neuman

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