As the proportion of the multimedia traffic over the Internet through wireless and mobile access rises and the world economy recovers slowly, the issue of streaming Voice/Video content cost-effectively is ever more pressing. The key question to address here is how to satisfy more (paying) users given limited resources. Users switch to other providers/services because they can't hear/see the content well, not because they detect the fine-grained changes in network loss, delay or jitter, so called Quality of Service (QoS). Over the years, the Internet engineers, although getting very good at designing for QoS, have overlooked the fact that users might not perceive the subtle quantitative difference in QoS metrics to the overall user experience. Towards a user-friendly, therefore economically healthy, mobile Internet, we see the need to measure, understand, and redesign various control mechanisms for quality of user experience (QoE), in addition to the QoS. Using Skype/SILK VoIP service as an example, we show how one (1) measures QoE of calls delivered of different QoS, (2) derives models that translate from QoS to QoE, and (3) exploits the model for a design that pleases the users more under the same resource constraint.