This paper presents a cloud-based Data Management Platform (DMP) for use in the Ubiquitous Consumer Wireless World (UCWW) environment for the management of raw data, i.e., for turning ‘big data’ logs of consumers' mobile services activities into actionable analytic dataset, supporting an enhanced Always Best Connected and best Served (ABC&S) access to mobile services. It facilitates the provision of enriched consumer profiling to the real-time service recommendation system utilized within the UCWW. Details of the DMP design and implementation are provided.