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Amidst the rapid transformation of the wireless industry, the factors driving user behavior and satisfaction are changing. This paper presents MobiTrack, a framework to measure user experience at the point of convergence – devices. The paper compares the MobiTrack framework to alternative methods to measure user experience, and shows the unique advantages of on-device measurements in building a comprehensive view on user experience. Along with data collection, the paper addresses the approaches for analytics, in showing how the presented framework provides value to device vendors and carriers through holistic user research, utilizing adoption models, and stickiness analysis, to complement the data collected from the introduced mobile audience measurement platform.