Sprint Nextel Corp.
) - the third-largest wireless carrier in the U.S. after
Verizon Communication Inc.
) - has decided to start a new program called Custom Branded
Device Program. Sprint's Emerging & Wholesale division will
be accountable for implementation of this program.
Under this new scheme, Emerging & Wholesale division will
be supplying de-branded handsets based on
) popular Android platform to its mobile virtual network operator
At present, Sprint offers its prepaid service through its
wholly owned subsidiary companies namely, Virgin Mobile USA, Inc.
and Boost Worldwide, Inc. The new program is mainly targeted
toward the MVNOs, which will help them boost data demand by means
of selling customized Android handsets. Moreover, it will also
facilitate the users to gain quick access to their new devices
through Sprint's Mobile ID and Mobile Zone service.
Presently, LG Optimus G, LG Mach and Sprint Flash have been
included in the program. More such handsets will be available by
the end of this month. Customers can easily upgrade their
selected Android devices through Mobile ID and Mobile Zone,
thereby providing these MVNO operators the opportunity to present
their own brand directly to the customers.
Android mobile phones are gaining huge market traction due to
its highly user-friendly nature. At present it dominates more
than 50% of the U.S. smartphone market. So offering these
handsets to subscribers will not only drive customer growth for
these MVNOs but will also trigger top-line growth going
Currently, Sprint has a Zacks Rank #3 (Hold).
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