SAN FRANCISCO--Sprint Nextel (NYSE: S) introduced a new applications effort called Sprint ID here at the CTIA Enterprise & Applications show, which CEO Dan Hesse said would help both consumers and enterprise users personalize their Android devices and more easily navigate through and discover applications.

The ID packs will combine applications, widgets and other content into interest groups. The idea is to make it easier for end users to sift through the plethora of Android applications. These ID packs in turn create different profiles for users. For instance, a consumer may use a Sprint ID pack for personal use of the phone and another ID pack for work applications with the ability to flip between the two.

Hesse cited information from Pew Research that indicated three out of four smartphone users don't use most of the features on the phone. "Finding the right content can be confusing," he said.

Sprint said customers can customize their device with up to five ID packs. Once an ID is loaded, users can further customize it with additional apps and content. ID packs can be easily switched out without customers losing the apps and content they value most. because Sprint ID packs are built using the Android platform, the ID packs work across various manufacturers and will launch on three Android handsets--Sanyo Zio for $99, the Samsung Transform for $150 and  the LG Optimus S for $50 with contracts. A range of lifestyle packs, plus Yahoo!, game packs from Electronic Arts and business packs will be immediately available with more packs rolling out in this quarter and beyond. 

Not only will content come from the likes of consumer brands such as Amazon, ESPN and eBay, but Sprint is touting the content play as an ideal solution for smaller enterprises that don't have a mobile development IT team in place.

"We want all of our devices to eventually be ID enabled," Hesse said. He touted the ability for organizations to easily build their own service packs for their employees.

During a video presentation, Sprint highlighted the Santa Fe Towing Co. which is using service packs to distribute employee manuals, human resource manuals and insurance forms. In addition, drivers can clear their own calls, price their own tickets and print them in their trucks to free up time.

For more:
- see this Sprint ID release
- see this release for the LG Optimus
- see this release on the Sanyo Zio
- see this release on the Samsung Transform

Related Articles:
Sprint: HTC EVO catching on with enterprise users
Google: Android updates will slow
Sprint's EVO 4G review: Fast data speeds, poor battery life
Google introduces Android 2.2
Sprint Nextel intros Android-based push-to-talk device