Sprint has launched this Wednesday a brand new theme and demographics-oriented software for Android phones (the LG Optimus S, the Sanyo Zio and the Samsung Transform at least for now), called Sprint ID. This content platform automatically unpacks pre-selected apps, graphics, audio, etc. onto the Android, as provided by Sprint’s content partners. With big names such as Yahoo!, the Oprah Winfrey Network, Amazon and MTV involved, this cunning mobile marketing network certainly has potential.

“…Sprint intends to spread it to all Android smartphones and even to Android-based tablets,” Hesse said…”with Sprint ID themes, a single smartphone could appear with software appealing to sports fans, minority language groups, or Disney fans, without the Sprint store having to stock multiple phones.”

Present content packs are currently not very browseable or searchable, given the limitations of shifting our PC media motifs to mobile devices.  But they do have a promising future on smartphones.  Sprint ID is riding this wave – simultaneously providing powerful, time-shortening and easily installed packs for users that focus on specific niches such gaming, or even a brand like Disney, while offering enterprises yet another effective marketing tactic.

In the light of the numerous wireless service providers, like Verizon, that introduce their own approach to branding and tailoring Android app access, Sprint ID is certainly creating a lot of buzz among some of the biggest media names around, as reported in a press release. Demand and publicity is everything, and with everyone from the Weather Channel to Disney partnering up with Sprint, their new venture is definitely going somewhere.