A mobile device is configurable to accommodate multiple personas and associated profiles. Once the mobile device is triggered to configure itself with a selected persona/profile, no more information is required by a user (the provider of the trigger) of the mobile device. Each persona/profile is autonomous from any other persona/profile with which the mobile device can be configured. A persona is indicative of a personality, role, or identity portrayed by the device, such as a phone number, for example. A profile is indicative of functions associated with a persona. The mobile device is easily reconfigured via simple UI operations.