Personalisation has been a buzzword for the past couple of years. So, let’s take a look at how the smartphone industry is responding to continued demands for increased personalisation.
Why is Personalisation Important?
Today, personalisation is a key for businesses looking to adapt to changing consumer demand. Whilst the majority of the focus of personalisation strategies tends to fall into customer services, personalisation can also improve products and services offered.
This has been seen across a wide range of industries, particularly in entertainment. For example, in the iGaming industry, games now often incorporating player choice into game bonuses, providing users with a customisable, personalised gameplay. In games like the Derby Wheel slot there are two main bonus features. Players spin a wheel to see whether they will play the Big Wheel bonus round or the Horse Racing bonus round. If it is the Horse Racing round, players have the choice between three bets, or to skip it entirely, allowing them to customise the gameplay depending on their personal preferences.
Indeed, personalisation can be the key decision-maker for consumers choosing you over the competition. According to data collected by Influence Marketing Hub, 77% of consumers have chosen, recommended, or paid more for a brand which prioritises a personalised experience, whilst 63% see personalisation as a standard of service. With this in mind, it is unsurprising that smartphone giants have a renewed interest in providing their users with personalised products and services. This has been demonstrated by announcements from both Apple and Samsung over the last year.
Customisable Home and Lock Screen
Source: Pexels
Announced back in September 2024, the most recent Apple operating system has allowed iPhone users more personalisation and customisation options than ever before. There are new ways to personalise in iOS 18, including enhanced customisation options for both the Home Screen and Control Centre.
For the Home Screen, users have a wider range of options for placing app icons and widgets, allowing them to create the best layout to suit their preferences. Users can also choose how icons and widgets look – be it light, dark, large, small, or overlay a coloured filter.
In the Control Centre, favourites, media playback, home controls, connectivity, and other functions can be organised so that they can be accessed by swiping. In addition, favourite controls can be accessed from Action button, and Lock Screen controls can be changed or removed, making for a customisable and functional aesthetic.
Personalised Functionality
Source: Pexels
Samsung One UI 7 is making great strides in shaping the future of AI. Due to the machine learning capabilities of the system, this allows the smartphone to provide users with a platform that is intuitive and personalised to each user’s preferences.
One UI 7 is expected to be rolled out alongside the launch of the Galaxy S25. These devices will be equipped with AI writing assistance, which provides recommendations more personalised than traditional predictive text.
In addition, the Now Bar (similar to Apple’s Control Centre) has more customisation options for further personalisation. The UI is more intuitive, cleaner, and accessible, which provides the opportunity for dynamic personalisation.
As you can see, personalisation is expected to be a key focus for smartphone giants throughout the next year, with both Apple and Samsung rolling out innovations providing their users with more customisation options than ever before.
