Personalization of a mobile device, including receiving at the mobile device a unique code; selecting, from a plurality of personalization policies stored on the mobile device a personalization policy that corresponds to the unique code; and storing the selected personalization policy in a persistent protected storage element of the mobile device. Customizing a mobile device, including determining at the mobile device a unique code; selecting, from a plurality of customized data sets stored on the mobile device a data set that corresponds to the unique code; and activating the selected data set on the mobile device.
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