Abstract: Systems and methods are provided for offering customer configuration options when selling a cellular communications device. Offering to sell a cellular communications device can be done over the internet or via an in-store kiosk. The customer can configure at least one software configurable feature at the time of purchase, and the phone is delivered with the software preconfigured according to the customer's specification. Alternatively, the customer indicates one or more internal, non removable selections for the desired features of the phone, and the phone is assembled according to the customer's configuration.