Charging for Quality-of-Experience (QoE) is the key to overcome the monopoly of the Mobile Termination Rates (MTR) market. An Axiomatic QoE model (AQX), which considers simultaneously technical and non-technical parameters, is proposed to estimate end-user’s QoE. AQX is used as a bidding metric in the Auction-based Charging User-centric System (AbaCUS). AbaCUS defines the Mobile (Virtual) Network Operator (MvNO) maximizing end-user’s QoE. An automatic and on-demand MvNO selection mechanism is then used to register end-users mobile devices in the desired MvNO. This mechanism has been implemented and evaluated in terms of its time and energy efficiency.