Scrutable Mobile Client-side Personalization

Personalization has become an essential feature of mobile services of different domains. On the other hand, users have conflicting needs of personalized experience and privacy. This leads to the question of how to maximize the user’s experience of personalized mobile services while keeping 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. Transparency and user control can increase the user’s trust. 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 process.