Sprint launches ESPN ID mobile app pack

Sports media giant ESPN is the latest addition to the Sprint (NYSE:S) ID app bundle program, introducing a customizable sports news and multimedia package encompassing both free and paid content. Available for Android-based devices including the LG Optimus S, Sanyo Zio and Samsung Transform, the free ESPN ID pack download touts one-tap access to sports headlines, scores, fantasy updates and ESPN programming, including video-on-demand content as well as over 900 live events delivered via the premium ESPN Mobile TV service. In addition to apps, Sprint subscribers can personalize their device with ESPN wallpapers and ringtones, including four versions of the SportsCenter theme song, the NBA on ESPN theme, the Baseball Tonight theme and the College GameDay theme.

"ESPN built a homescreen with a lot of really good, robust content," said Sprint vice president of consumer marketing David Owens in an interview with FierceMobileContent. "They're the first [Sprint ID partner] with a premium content play on the homepage. It's built for the hardcore ESPN viewer that wants easy access to all of their content. There's so much in it."

The Sprint ID effort first launched in October 2010. Each ID pack assembles applications, widgets, ringtones, wallpapers and related mobile content, all tied together under the umbrella of a specific brand or theme. In addition to ESPN, partners include MTV and Yahoo. "Sprint ID has become a good, thoughtful way to provide a different user experience," Owens said. "Now that we have 50 percent of the population buying smartphones, we need to give them an easier path to accessing content."

While Owens was unable to supply specific Sprint ID pack usage metrics, he said initial subscriber interest is "strong," with most customers downloading multiple bundles. He added that while it's too soon to identify which subjects are proving most popular among consumers, brand recognition is a major plus: "We're seeing the highest adoption coming from brand names people know and trust," Owens said.

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