diff --git a/tools/build/Dockerfile b/tools/build/Dockerfile
index e52e870..a6f4bec 100644
--- a/tools/build/Dockerfile
+++ b/tools/build/Dockerfile
@@ -85,7 +85,7 @@ RUN mkdir -p /root/.config
 RUN for svc in \
   ipa_fws brightnessd fs_setup gpio init-qcom lte \
   avahi-ssh-publish power_monitor power_drop_monitor \
-  screen_calibration serial-hostname \
+  avahi-alias-publish screen_calibration \
   sound varwatch busybox-ntpd \
   irsc_util leprop adsp cdsp \
   qrtr-ns rmtfs tqftpserv pd-mapper \
diff --git a/userspace/root/etc/runit/1 b/userspace/root/etc/runit/1
index 7fd1d12..36eb64d 100755
--- a/userspace/root/etc/runit/1
+++ b/userspace/root/etc/runit/1
@@ -132,9 +132,8 @@ for part in \
 done
 
 echo "=> Setting hostname..."
-if [ -f /etc/hostname ]; then
-    hostname "$(cat /etc/hostname)"
-else
+if ! /usr/comma/set-hostname.sh; then
+    echo "WARN: failed to derive serial hostname, falling back to comma"
     hostname comma
 fi
 
diff --git a/userspace/root/etc/sv/avahi-alias-publish/finish b/userspace/root/etc/sv/avahi-alias-publish/finish
new file mode 100755
index 0000000..fbb5e8d
--- /dev/null
+++ b/userspace/root/etc/sv/avahi-alias-publish/finish
@@ -0,0 +1,3 @@
+#!/bin/sh
+# Delay restart to avoid spamming console on failure
+sleep 5
diff --git a/userspace/root/etc/sv/avahi-alias-publish/run b/userspace/root/etc/sv/avahi-alias-publish/run
new file mode 100755
index 0000000..2db0f8d
--- /dev/null
+++ b/userspace/root/etc/sv/avahi-alias-publish/run
@@ -0,0 +1,2 @@
+#!/bin/sh
+exec /usr/comma/avahi-publish-aliases.sh
diff --git a/userspace/root/usr/comma/avahi-publish-aliases.sh b/userspace/root/usr/comma/avahi-publish-aliases.sh
new file mode 100755
index 0000000..8fcb080
--- /dev/null
+++ b/userspace/root/usr/comma/avahi-publish-aliases.sh
@@ -0,0 +1,89 @@
+#!/bin/bash
+set -u
+exec 2>&1
+
+. /usr/comma/mdns_helpers.sh
+
+WATCH_INTERFACES=(wlan0 usb0)
+PUBLISH_PIDS=()
+
+cleanup_publishers() {
+  local pid
+
+  for pid in "${PUBLISH_PIDS[@]}"; do
+    kill "$pid" 2>/dev/null || true
+  done
+
+  for pid in "${PUBLISH_PIDS[@]}"; do
+    wait "$pid" 2>/dev/null || true
+  done
+
+  PUBLISH_PIDS=()
+}
+
+wait_for_avahi() {
+  until [ -S /run/avahi-daemon/socket ]; do
+    sleep 1
+  done
+}
+
+get_interface_addresses() {
+  local iface
+
+  for iface in "${WATCH_INTERFACES[@]}"; do
+    ip -4 -o addr show dev "$iface" scope global 2>/dev/null | awk '{split($4, cidr, "/"); print cidr[1]}'
+  done | sort -u
+}
+
+refresh_publishers() {
+  local alias alias_fqdn addresses address
+
+  alias="$(get_model_alias 2>/dev/null || true)"
+  cleanup_publishers
+
+  if [ -z "$alias" ]; then
+    return 0
+  fi
+
+  alias_fqdn="${alias}.local"
+
+  wait_for_avahi
+  addresses="$(get_interface_addresses)"
+  if [ -z "$addresses" ]; then
+    echo "No active IPv4 addresses for $alias"
+    return 0
+  fi
+
+  while IFS= read -r address; do
+    [ -n "$address" ] || continue
+    avahi-publish -a -R "$alias_fqdn" "$address" &
+    PUBLISH_PIDS+=("$!")
+  done <<< "$addresses"
+
+  echo "Publishing $alias for: $(printf '%s ' $addresses)"
+}
+
+handle_monitor_event() {
+  case "$1" in
+    *"wlan0"*|*"usb0"*)
+      refresh_publishers
+      ;;
+  esac
+}
+
+trap 'cleanup_publishers' EXIT INT TERM
+
+if ! get_model_alias >/dev/null 2>&1; then
+  echo "Skipping model alias publish: unsupported device model"
+  exec sleep infinity
+fi
+
+refresh_publishers
+
+while true; do
+  while IFS= read -r line; do
+    handle_monitor_event "$line"
+  done < <(ip monitor address 2>/dev/null)
+
+  sleep 1
+done
diff --git a/userspace/root/usr/comma/get-bt-address.sh b/userspace/root/usr/comma/get-bt-address.sh
index 20c1374..7123237 100644
--- a/userspace/root/usr/comma/get-bt-address.sh
+++ b/userspace/root/usr/comma/get-bt-address.sh
@@ -1,7 +1,9 @@
 #!/bin/sh
 set -e
 
-SERIAL="$(/usr/comma/get-serial.sh)"
+. /usr/comma/serial_helpers.sh
+
+SERIAL="$(get_device_serial)"
 
 if [ -z "$SERIAL" ]; then
   exit 0
diff --git a/userspace/root/usr/comma/get-serial.sh b/userspace/root/usr/comma/get-serial.sh
index b8981c6..071aca1 100644
--- a/userspace/root/usr/comma/get-serial.sh
+++ b/userspace/root/usr/comma/get-serial.sh
@@ -1,3 +1,5 @@
 #!/bin/sh
 
-sed -n 's/.*androidboot.serialno=\([^ ]*\).*/\1/p' /proc/cmdline
+. /usr/comma/serial_helpers.sh
+
+get_device_serial
diff --git a/userspace/root/usr/comma/mdns_helpers.sh b/userspace/root/usr/comma/mdns_helpers.sh
new file mode 100755
index 0000000..2e10e5e
--- /dev/null
+++ b/userspace/root/usr/comma/mdns_helpers.sh
@@ -0,0 +1,32 @@
+#!/bin/sh
+
+. /usr/comma/serial_helpers.sh
+
+get_device_model() {
+  local raw_model
+
+  if [ -n "${COMMA_DEVICE_MODEL:-}" ]; then
+    raw_model="$COMMA_DEVICE_MODEL"
+  else
+    raw_model="$(tr -d '\0' < /sys/firmware/devicetree/base/model 2>/dev/null || true)"
+  fi
+
+  case "$raw_model" in
+    *tizi*)
+      printf 'tizi\n'
+      ;;
+    *mici*)
+      printf 'mici\n'
+      ;;
+    *)
+      return 1
+      ;;
+  esac
+}
+
+get_model_alias() {
+  local model
+
+  model="$(get_device_model)" || return 1
+  printf 'comma-%s\n' "$model"
+}
diff --git a/userspace/root/usr/comma/serial_helpers.sh b/userspace/root/usr/comma/serial_helpers.sh
new file mode 100644
index 0000000..5944740
--- /dev/null
+++ b/userspace/root/usr/comma/serial_helpers.sh
@@ -0,0 +1,21 @@
+#!/bin/sh
+
+get_device_serial() {
+  if [ -n "${COMMA_SERIAL:-}" ]; then
+    printf '%s\n' "$COMMA_SERIAL"
+    return 0
+  fi
+
+  sed -n 's/.*androidboot.serialno=\([^ ]*\).*/\1/p' /proc/cmdline 2>/dev/null | head -n 1
+}
+
+get_serial_hostname() {
+  local serial
+
+  serial="$(get_device_serial)"
+  if [ -n "$serial" ]; then
+    printf 'comma-%s\n' "$serial"
+  else
+    printf 'comma\n'
+  fi
+}
diff --git a/userspace/root/usr/comma/set-bt-address.sh b/userspace/root/usr/comma/set-bt-address.sh
index 937dfec..0d6f493 100644
--- a/userspace/root/usr/comma/set-bt-address.sh
+++ b/userspace/root/usr/comma/set-bt-address.sh
@@ -1,7 +1,9 @@
 #!/bin/sh
 set -e
 
-SERIAL="$(/usr/comma/get-serial.sh)"
+. /usr/comma/serial_helpers.sh
+
+SERIAL="$(get_device_serial)"
 ADDR="$(/usr/comma/get-bt-address.sh)"
 
 if [ -z "$SERIAL" ]; then
diff --git a/userspace/root/usr/comma/set-hostname.sh b/userspace/root/usr/comma/set-hostname.sh
index 4ea0e10..edcd55d 100755
--- a/userspace/root/usr/comma/set-hostname.sh
+++ b/userspace/root/usr/comma/set-hostname.sh
@@ -1,6 +1,10 @@
 #!/bin/bash
 set -e
 
-SERIAL="$(/usr/comma/get-serial.sh)"
+. /usr/comma/mdns_helpers.sh
+
+HOSTNAME="$(get_serial_hostname)"
+echo "hostname: '$HOSTNAME'"
+SERIAL="$(get_device_serial)"
 echo "serial: '$SERIAL'"
-sysctl kernel.hostname="comma-$SERIAL"
+sysctl kernel.hostname="$HOSTNAME" >/dev/null
diff --git a/userspace/root/usr/comma/set_ncm.sh b/userspace/root/usr/comma/set_ncm.sh
index b9f11af..138439b 100755
--- a/userspace/root/usr/comma/set_ncm.sh
+++ b/userspace/root/usr/comma/set_ncm.sh
@@ -2,6 +2,8 @@
 # Enables/disables USB NCM networking based on UsbNcmEnabled param.
 # Called by ncm-param-watcher on param changes.
 
+. /usr/comma/serial_helpers.sh
+
 GADGET=/config/usb_gadget/g1
 USB_IF="usb0"
 USB_ADDR="192.168.42.2/24"
@@ -29,7 +31,7 @@ ensure_gadget_base() {
   echo 250 > configs/c.1/MaxPower
 
   local serial model
-  serial="$(/usr/comma/get-serial.sh)"
+  serial="$(get_device_serial)"
   model="$(tr -d '\0' < /sys/firmware/devicetree/base/model 2>/dev/null || true)"
 
   echo "$serial" > strings/0x409/serialnumber