Light Reading
Through a partnership with NQ Mobile, Sprint ID will morph into Sprint Live with more interactivity coming to Android homescreens.

Sprint Taps NQ Mobile for Android ID Refresh

Sarah Thomas
1/15/2014
50%
50%

Sprint is teaming up with NQ Mobile to give the Android personalization program it first began in 2010 a facelift, the carrier said on Wednesday.

Sprint ID was first introduced at CTIA in 2010, promising a new way to customize Android smartphones and surface apps in ways that are relevant to its customers' interests. Since its initial launch, Sprint Corp. (NYSE: S) has introduced Sprint ID packs with ESPN, MTV, Disney, and E!, as well as for fitness and for deaf people, among others. (See CTIA 2010: Sprint Finds an ID, Sprint Announces Sprint ID, MTV Makes a Sprint ID, Sprint Adds E! ID Pack for Android, Sprint Offers App Pack for Deaf People, Sprint Launches Disney Jr Mobile App Pack, and Sprint Offers Fitness ID Pack.)

The ID packs were enough to wow our erstwhile Editor-in-Chief Phil Harvey, who pointed out at the time that they'd be useful to corporations that wanted to create a page just for their employees. (See Android Transformation.)

Mobile Internet services provider NQ Mobile will be managing production of the Sprint ID packs now in a bid to take it to the next level. The two companies said they have "signed a definitive agreement to collaborate and deliver the next generation of Sprint ID, powered by NQ Live, on all new Sprint Android-powered smartphones in the US market later this year."

NQ Live replaces the wallpaper on Android devices, constantly refreshing with new content tailored around the theme of the ID pack. The company says that, unlike the past IDs that statically showcased apps, widgets, ringtones, and wallpapers, the new versions, dubbed Sprint Live, will be more interactive and run in the background as part of the home screen.

Why this matters
Over five years after Android was first introduced, differentiating handsets from the bunch is still a challenge. Sprint's answer to the issue, IDs, was a good outlet for its partners that want prime real estate on the home screen, but hasn't seemed to wow customers. Turning the work over to NQ Mobile is probably a good call given its experience in interactive smartphone skins, which could make the home-screen makeover more appealing to customers -- and enable Sprint to focus on its network issues for the foreseeable future.

Related posts:

— Sarah Reedy, Senior Editor, Light Reading

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
1/15/2014 | 2:19:30 PM
the Samsung connection
This news today sent NQ's stock up 12%. It's an interesting company. It has several former Samsung execs on board, and I noticed today its PR person is Samsung's former PR lead. Maybe that will help it have a better understanding of how Android works, so that Sprint Live is tightly integrated with the OS, rather than just floating about it disjointedly...
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
1/15/2014 | 2:16:36 PM
bloatware?
I'm fairly certain the Sprint ID packs are just an option. I think Sprint customers would have a big problem if they were forced upon them, especially since they are bound to include marketing messages and ads from the sponsor alongside the themed content.
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Documentaries
The Rise of Virtual CPE

1|27|15   |   01:38   |   (3) comments


As NFV strategies evolve from tests and trials to production telco networks, expect to hear a lot about virtual CPE (customer premises equipment) rollouts during 2015.
LRTV Documentaries
Optical Is Hot in 2015

1|23|15   |   01:56   |   (2) comments


Optical comms technology underpins the whole communications sector and there are some really hot trends set for 2015.
LRTV Custom TV
Policy Control in the Fast Lane

1|22|15   |   2:57   |   (0) comments


What's making policy control strategic in 2015 and beyond? Amdocs talks with Heavy Reading's Graham Finnie about the key factors driving change in the data services landscape. Find out what his policy management research reveals about the road ahead for policy control – and sign up for
LRTV Documentaries
Highlights From the 2020 Vision Executive Summit

1|21|15   |   4:33   |   (2) comments


In December 2014, Light Reading brought together telecom executives in Reykjavik, Iceland to discuss their vision for high-capacity networks through the end of the decade. The intimate, interactive meeting was set against the backdrop of Iceland's spectacular natural beauty. As one of the event's founding sponsors, Cisco's Doug Webster shared his company's ...
LRTV Huawei Video Resource Center
Huawei Pay-TV Partner Harmonic, Helping Carriers Accelerate 4K Video Deployment with Huawei

1|20|15   |   5:42   |   (1) comment


At IBC, Peter Alexander, Senior Vice President & CMO at Harmonic, speaks about the growing interest in pay-TV service and its branching into multiple devices.
LRTV Huawei Video Resource Center
Sony Marketing Director Olivier Bovis Discusses the Outlook for 4K and Cooperation With Huawei at IBC 2014

1|20|15   |   6:50   |   (0) comments


At IBC, Olivier Bovis, Marketing Director of Sony, speaks about the coming of the 4K era.
LRTV Huawei Video Resource Center
Huawei Pay-TV Partner Envivio, Helping Carriers Accelerate 4K Video Deployment

1|20|15   |   2:57   |   (0) comments


At IBC, Olivier Bovis, Marketing Director of Sony, speaks about the coming of the 4K era.
LRTV Huawei Video Resource Center
Pay-TV's Networked Future

1|20|15   |   6:29   |   (0) comments


At IBC, Jeff Heynen, Principal Analyst at Infonetics, speaks about the future of the pay-TV industry and its transition.
LRTV Huawei Video Resource Center
Jeff Heynen: Distributed Access Will Help MSOs Compete in the Future

1|20|15   |   2:26   |   (0) comments


At IBC, Jeff Heynen, Principal Analyst at Infonetics, speaks about moving to distributed access and the future trend of cable business.
LRTV Interviews
Cisco Talks Transformation

1|20|15   |   13:02   |   (0) comments


In December 2014, Steve Saunders sat down with Cisco VP of Products & Solutions Marketing Doug Webster at Light Reading's 2020 Vision executive summit in Reykjavik, Iceland. They spoke about Cisco's approach to network virtualization as well as how service providers can begin to monetize high-capacity networks through the end of the decade.
LRTV Interviews
Bob Wilson, Arsenal Legend: The Light Reading Interview

1|16|15   |   35:36   |   (3) comments


Arsenal goalkeeping legend Bob Wilson was Light Reading's guest interviewee at the 2020 Vision Executive Summit in December. See what the former soccer star and sports broadcaster had to say when he took to the stage in Iceland.
LRTV Custom TV
What MEF Third Network Initiative Means for SDN & NFV

1|14|15   |   6:13   |   (0) comments


Vitesse Semiconductor CTO Martin Nuss discusses the importance of the MEF Third Network initiative and why it's good news for SDN/NFV industry initiatives.
Upcoming Live Events
February 5, 2015, Washington, DC
February 19, 2015, The Fairmont San Jose, San Jose, CA
March 17, 2015, The Cable Center, Denver, CO
April 14, 2015, The Westin Times Square, New York City, NY
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
September 9-10, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
November 11-12, 2015, The Westin Peachtree Plaza, Atlanta, GA
December 1, 2015, The Westin Times Square, New York City
December 2-3, 2015, The Westin Times Square, New York City
Infographics
Hot Topics
Google Continues Gigabit Expansion
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 1/27/2015
BlackBerry Wants Net Neutrality Protection – That's Just Sad
Mitch Wagner, West Coast Bureau Chief, Light Reading, 1/22/2015
Verizon Ready for Google MVNO Challenge
Dan Jones, Mobile Editor, 1/22/2015
FiOS Picks Up Pace Again
Alan Breznick, Cable/Video Practice Leader, 1/22/2015
Indiana Carrier Takes Fiber to the Farm
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 1/22/2015
Like Us on Facebook
Twitter Feed
Webinar Archive