1. A mobile device, comprising: a radio frequency transceiver communicatively coupled to a mobile communication network; a display device configured to present a graphical user interface to a user of the mobile device; an interface for establishing electrical contact with a universal integrated circuit card; a memory storing pre-provisioned proprietary feature services and proprietary applications of two or more cellular carriers; a processor coupled to the radio frequency transceiver, the display device, the interface and the memory, wherein the processor when executing program instructions is configured to perform functions, including functions to: determine that a universal integrated circuit card inserted into the interface is a universal integrated circuit card branded for a specific one of the cellular carriers; and in response to the determination, enable, from the pre-provisioned proprietary feature services and proprietary applications stored in the memory, only pre-provisioned proprietary feature services and proprietary applications from the memory corresponding to the one specific cellular carrier.