Providing a superior user experience (Ux) for wireless customers has become an important consideration for network operators offering competitive wireless services. ATIS’ 5G initiative considers unique approaches to the delivery and optimization of services for wireless customers. The report outlines breakthrough use cases related to optimized user experiences and addressees service and ecosystem models that enable them to be delivered. This report also introduces a solution-based approach to enable implementation and delivery of the capabilities identified here. This approach includes end-user opt-in/opt-out and control functions to insure end-user privacy and awareness of how personal data may be used.