Personalization
As people, we are all unique beings who like and dislike different things. I like to listen to blues and rock music, whereas the next person may like jazz. I like to eat Italian food, whereas the next person may like Greek. It’s an ever-changing and evolving world we live in that constantly gives us new things to enjoy and new places to go. The world of the Internet also strives to provide an adaptable experience that makes us want to come back.
The idea of personalizing the Internet experience opens the door to commercialization. If I know what my users are interested in buying, I can market specifically those products to them, instead of mass marketing a million different products to them. A good example of personalization is the very popular Amazon.com site. Once you log into the site and tell Amazon a few things about yourself, the shopping experience begins. As I shop throughout the various electronic malls at Amazon and make various purchases, my personal likes are cataloged for future reference. For instance, I bought a classical music CD and a comedy DVD movie. In my future shopping with Amazon.com, they will provide me with links or match the new comedy movies to my user profile. Additionally, I won’t be bombarded with online commercials for every ad under the sun.
Now, let’s take personalization to the next level and provide a mobile spin to it. One of the advantages of location-based services is the ability to pick and choose what kind of alerts I would like to receive. For instance, when I’m in Chicago, I’d like to be notified of a good blues bar when I’m driving near an area rated high on Zaggat’s list of blues bars. Because I’m also a fan of Italian food, I’d also like to be notified when I’m near a highly rated Italian restaurant. You can imagine the possibilities if we can learn more about our customers. The customers are happy because they feel like they are being treated as individuals and not just part of the mass market. The business is happy because customer satisfaction and the percentage of return business are high.
Taken From : Enterprise Guide to Gaining Business Value from Mobile Technologies
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