A method of configuring one or more generic mobile devices, comprising: identifying a first plurality of embedded applications associated with both a first branded device model and a second branded mobile device model, the first branded mobile device model and the second branded mobile device model are based on the one or more generic mobile devices; identifying a second plurality of embedded applications associated with the first branded mobile device model and not associated with the second branded mobile device model; installing the first plurality of embedded applications, the second plurality of embedded applications, and embedded logic in a first memory area (24,26,504) of a first mobile device (12,400), wherein the embedded logic reads from a first location in a second memory area (24,28,,504) of the first mobile device (12,400) to obtain a reference to content to be rendered by the embedded logic, and wherein the functionality of the second plurality of embedded applications is enabled based on at least one writeable parameter in the second memory area (24,28,504) of the first mobile device (12,400), and wherein factory settings of the first mobile device are stored in the first location in the second memory area (24,28,,504) of the first mobile device (12,400); activating the first mobile device (12,400), the first mobile device (12,400) being one of the one or more generic mobile devices, wherein activating the first mobile device (12,400) includes writing over-the-air the reference to content stored in the second memory area (24,28,504) of the first mobile device (12,400) to the first location of the second memory area (24,28,504) of the first mobile device (12,400), and wherein the first mobile device (12,400) is differentiated in conformance with the first branded mobile device model, wherein when the first mobile device performs a power-on boot, the first mobile device accesses the first location in the second memory area allocated to containing the reference written over-the-air, follows the reference to the content on the first mobile device, retrieves the content, and displays the content and wherein the first mobile device (12,400) is configured to be restored to factory settings from the first location of the second memory area (24,28,504) of the first mobile device (12,400) where the first mobile device has previously been provided with a service brand prior to the activating. identifying a first plurality of embedded applications associated with both a first branded device model and a second branded mobile device model, the first branded mobile device model and the second branded mobile device model are based on the one or more generic mobile devices; identifying a second plurality of embedded applications associated with the first branded mobile device model and not associated with the second branded mobile device model; installing the first plurality of embedded applications, the second plurality of embedded applications, and embedded logic in a first memory area (24,26,504) of a first mobile device (12,400), wherein the embedded logic reads from a first location in a second memory area (24,28,,504) of the first mobile device (12,400) to obtain a reference to content to be rendered by the embedded logic, and wherein the functionality of the second plurality of embedded applications is enabled based on at least one writeable parameter in the second memory area (24,28,504) of the first mobile device (12,400), and wherein factory settings of the first mobile device are stored in the first location in the second memory area (24,28,,504) of the first mobile device (12,400); activating the first mobile device (12,400), the first mobile device (12,400) being one of the one or more generic mobile devices, wherein activating the first mobile device (12,400) includes writing over-the-air the reference to content stored in the second memory area (24,28,504) of the first mobile device (12,400) to the first location of the second memory area (24,28,504) of the first mobile device (12,400), and wherein the first mobile device (12,400) is differentiated in conformance with the first branded mobile device model, wherein when the first mobile device performs a power-on boot, the first mobile device accesses the first location in the second memory area allocated to containing the reference written over-the-air, follows the reference to the content on the first mobile device, retrieves the content, and displays the content and wherein the first mobile device (12,400) is configured to be restored to factory settings from the first location of the second memory area (24,28,504) of the first mobile device (12,400) where the first mobile device has previously been provided with a service brand prior to the activating.