Personalization broadly known as customization

Map personalization
Digital 
web maps
 are also being personalized. 
Google Maps
change the content of the map
based on previous searches and other profile information.
[7]
 Technology writer 
Evgeny
Morozov
 has criticized map personalization as a threat to 
public space
.
[8]

---

Mobile phones
Over time mobile phones have seen an increased emphasis placed on user personalization.
Far from the black and white screens and monophonic ringtones of the past, phones now
offer interactive wallpapers and MP3 
truetones
. In the UK and Asia, 
WeeMees
have become
popular. WeeMees are three-dimensional characters that are used as wallpaper and respond
to the tendencies of the user. 
Video Graphics Array
(VGA) picture quality allows people to
change their background with ease without sacrificing quality. All of these services are
downloaded through the provider with the goal to make the user feel 
connected
to the
phone.
[9]
Print media and merchandise
In print media, ranging from 
magazines
to 
promotional publications
, personalization uses
databases of individual recipients' information. Not only does the written document address
itself by name to the reader, but the advertising is targeted to the recipient's demographics or
interests using fields within the database or list,
[10]
such as "first name", "last name",
"company", etc.
The term "personalization" should not be confused with variable data, which is a much more
granular method of marketing that leverages both images and text with the medium, not just
fields within a database. Although personalized children's books are created by companies
who are using and leveraging all the strengths of 
variable data printing (VDP)
. This allows for
full image and text variability within a printed book. With the advent of online 3D printing
services such as Shapeways and Ponoko we are seeing personalization enter into the realms
of product design.