A method of providing wireless communication service to a mobile phone is provided. The method comprises identifying common mobile phone applications and selectively supported mobile phone applications, installing the common mobile phone applications and the selectively supported mobile phone applications in read only memory of the mobile phone, each of the selectively supported applications associated with a selection switch initially disabled. The method further comprises, when activating the mobile phone, enabling at least one of the selection switches and writing at least one reference to branded content to a random access memory of the mobile phone based on a service plan associated with the mobile phone.