Mobile client-side personalization

The recent development of powerful mobile devices is encouraging people to take them as a computing platform. Users are expecting to personalize services to meet their individual needs and will no longer accept “one size fits all” approach. On the other hand, there is contention between personalization and privacy. This leads to the question of how to maximize the user's experience of personalized mobile services while keeping their privacy. One possible solution is to provide user's control of their personal data by keeping their user model on their personal mobile devices. In this way, a user can scrutinize the data while sharing with service providers depending on her/his requirements. The client-side personalization approach can shift the control of privacy to the users and can involve them in personalization process. In this paper, we have proposed a solution with the objective of scrutable client-side personalization while keeping the user in control of both privacy and personalization. Moreover, the objective is to provide a conceptual layer of privacy enhanced personalization for future mobile services.