Personalization: The latest mobile trend

Personalization is the theme of the moment in the telecommunications industry. One of the key considerations for manufacturers is the incorporation of flexibility in mobile phone design to enable devices to be adapted to suit a wide range of individual needs.

There are practical benefits to differentiating a mobile phone, but the strongest motive is the natural instinct to express individual style. Mobile phones are regarded as more than just communication tools, they are also seen as daily companions and fashion accessories and as such, are an obvious choice for self-expression.

The trend for personalization is largely focused on the look of the phone and consumers have an increasingly wide selection of designs and colors to choose from. Indeed, Siemens Original Accessories has developed a distinct and unique wardrobe for Siemens’ latest mass-market mobile phone – the C45.

Downloads

However, personalization extends further than aesthetics with consumers now downloading distinct content such as ringer melodies, display images and screensavers to further personalize their mobile phones. "Over the Air" download techniques are making this easier and faster, and offering consumers greater choice and flexibility.

One of the easiest ways of personalizing a mobile phone is to download distinctive content – be it an unusual ringer melody or a humorous bitmap. Over the Air is an uncomplicated means of downloading new content quickly and easily.

By simply selecting the desired content from a dedicated Internet site or phone line, the user can receive content via SMS (Short Messaging Service) or WAP (Wireless Application Protocol) without the need for synchronizing or cables. Increasingly, users are also being contacted directly by content providers offering compelling new content via SMS or WAP, creating a two-way relationship.

The market for Over the Air downloads has developed rapidly, with sites reporting that they have delivered more than 58 million individual downloads since April 2000. This trend is set to continue, as content and graphical standards become more sophisticated and appealing.

Growing trend

Siemens has responded to the growing trend for personalization by designing mobile phones that can easily be tailored by the individual. The C45 and SL45i perfectly demonstrate this strategy.

The C45 is designed for personalization both inside and out. Content such as ringer melodies, screensavers and display images can be downloaded using Over the Air techniques quickly and simply.

And with exchangeable front and back CLIPit covers, the look at the C45 can be completely changed in minutes. Siemens Original Accessories has developed a distinct and fashionable wardrobe of eight front and back CLIPit covers and with a wide selection designed by licensed original accessory partners, and the option of creating and ordering a completely individual design online at www.my-siemens.com/city. Consumers will never be short of choice.

Wireless Java

Siemens SL45i continues the success story of the SL45 and features an MP3 player, PC synchronization, digital voice recorder and exchangeable 32MB MultimediaCard.

The SL45i incorporates Wireless Java to enable self-programming and achieve the ultimate in personalization. Whole applications can be downloaded onto the device, alongside bitmaps, ringer melodies and screensavers, and the exchangeable MMC means that storage is simple and easy.

Increased application of Java technology in wireless devices inevitably means there will be many more applications available to download Over the Air and a greater sense of self-programming.

The advent of third-generation networks, which will be launched next year, will offer increased bandwidth, permitting simple transmission of multimedia files, including music and videos, Over the Air.