A wireless end-user device, comprising: a wireless access modem (129, 151), a processor and a non-transitory memory coupled to the processor, the wireless access modem (129, 151) being configured to communicate data related to one or more Internet access activities, characterized in that the non-transitory memory is configured to store a policy specifying at least one of: (a) an association between a first persona, said first persona representing usage of the wireless end-user device that is personal to a user of the wireless end-user device, and one or more first device service usage activities, the execution of which is to be associated with the first persona, and (b) an association between a second persona, said second persona representing usage of the wireless end-user device that is on behalf of an enterprise, and one or more second device service usage activities, the execution of which is to be associated with the second persona; and in that the processor is configured to, for data communications associated with the wireless access modem (129,151) and related to one or more Internet access activities associated with the one or more first device service usage activities and/or the one or more second device service usage activities, attribute the data communications to a respective one of the first persona and the second persona based at least in part based on said policy and based on service usage activity information, transmit the service usage activity information to a network element (154, 159) responsible for handling service usage, the service usage activity information reflecting the attribution of data communications and being adapted for use in allocating an amount of wireless data consumption by the wireless end-user device to one of the first and second personas. a wireless access modem (129, 151), a processor and a non-transitory memory coupled to the processor, the wireless access modem (129, 151) being configured to communicate data related to one or more Internet access activities, characterized in that the non-transitory memory is configured to store a policy specifying at least one of: (a) an association between a first persona, said first persona representing usage of the wireless end-user device that is personal to a user of the wireless end-user device, and one or more first device service usage activities, the execution of which is to be associated with the first persona, and (b) an association between a second persona, said second persona representing usage of the wireless end-user device that is on behalf of an enterprise, and one or more second device service usage activities, the execution of which is to be associated with the second persona; and in that (a) an association between a first persona, said first persona representing usage of the wireless end-user device that is personal to a user of the wireless end-user device, and one or more first device service usage activities, the execution of which is to be associated with the first persona, and (b) an association between a second persona, said second persona representing usage of the wireless end-user device that is on behalf of an enterprise, and one or more second device service usage activities, the execution of which is to be associated with the second persona; the processor is configured to, for data communications associated with the wireless access modem (129,151) and related to one or more Internet access activities associated with the one or more first device service usage activities and/or the one or more second device service usage activities, attribute the data communications to a respective one of the first persona and the second persona based at least in part based on said policy and based on service usage activity information, transmit the service usage activity information to a network element (154, 159) responsible for handling service usage, the service usage activity information reflecting the attribution of data communications and being adapted for use in allocating an amount of wireless data consumption by the wireless end-user device to one of the first and second personas. attribute the data communications to a respective one of the first persona and the second persona based at least in part based on said policy and based on service usage activity information, transmit the service usage activity information to a network element (154, 159) responsible for handling service usage, the service usage activity information reflecting the attribution of data communications and being adapted for use in allocating an amount of wireless data consumption by the wireless end-user device to one of the first and second personas.