1. A portable electronic device capable of operating on a telecommunications service provider's network under a plurality of brands, comprising: a processor, a memory comprising a system memory partition, a user memory partition, and a carrier memory partition; an initial OEM stock keeping unit (OEM SKU), wherein the OEM SKU is assigned by an original equipment manufacturer (OEM) based on a device type and a device model; a brand stock keeping unit (brand SKU), wherein the brand SKU is subsequently assigned to the portable electronic device in addition to the OEM SKU at the OEM, at a distribution center, or at a point-of-sale location; an application stored in the memory that, when executed by the processor, configures the processor to: establish a wireless connection between the portable electronic device in a limited communication mode and a network, wherein the limited communication mode allows the portable electronic device to connect to the network; receive a brand payload from a data store server in response to powering-on and based on the brand SKU; execute the brand payload in response to receiving the brand payload; and obtain access to at least one of voice services and data services in response to a determination that the brand payload was received and executed.