Towards a continuous personalization experience

The aim of this paper is to stimulate the discussion about the broader application of user profiling. For this we present the research questions and some preliminary results from the project called AlterEgo [1]. This is a research project in which a number of Dutch companies and organizations participate.Our observation is that there are too many different and isolated user profiles and users have too little control over them [2]. This leads to a fragmented personalization experience.We believe in the need for a cross-domain profile that is under control of the individual (user). In this paper we motivate our approach and introduce the most important user requirements that will lead to a continuous personalization experience when using products and services.