The creation of multiple personae in mobile devices. Access to personae is controlled based on the persona that is currently active. The creation or existence of different personae helps prevent data leakage or loss, in that any or all of the following characteristics, by way of example, may be manifested: business data and applications are firewalled from applications or other items associated with personal use; connectivity of the device is controlled; resources (such cameras, GPS, other sensors, etc.) on the device are controlled; data are protected even if removable storage or the device itself are lost.