FRAMEWORK FOR SERVICE PERSONALIZATION

A framework for service personalization based upon a user's personal profile is provided. The framework includes a method of providing service personalization (SP) in which a user agent identities itself as being service personalization enabled to begin a SP session. A SP engine assigns a unique identifier to the user agent for tagging all subsequent traffic from that subscriber. The SP engine establishes direct communications between the user agent and an appropriate entity for obtaining information on the location of the subscriber profile and derives personalization rules to form a personalization rule module that encodes criteria for performing personalization functions on user traffic. When a specific subscriber request for content is received, the SP engine invokes the personalization rules of the personalization rule module for application to content requested.