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 identification, wherein the initial identification is assigned by an original equipment manufacturer (OEM) based on at least one of a device type, a device manufacturer, and a device model; a brand identification, wherein the brand identification is assigned to the portable electronic device in addition to or instead of the initial identification at the original equipment manufacturer, a distribution center, or at a point-of-sale location; an application stored in the memory that, when executed by the processor, accesses a plurality of brand payloads stored on a server comprising at least one data store, wherein a limited communication mode is established between the portable electronic device and a network, wherein the limited communication mode allows the device to connect to emergency services and receive payloads from the network, and wherein at least some of the plurality of brand payloads is received by the portable electronic device in response to powering-on and based on the brand identification.