Choices and individuality

"New Rap Single Allows Users to Choose Ringtone Clip
A new first for the wireless industry – the new single "Baby" from rapper Fabolous will allow U.K. consumers to choose which part of the song they want to use as their wireless phone ringtone. The single, released by Warner's Atlantic Records, includes built-in software that lets listeners isolate any part of the song and put it onto their wireless phones. Previously, a music ringtone clip was pre-determined by record companies. Some analysts estimate the global ringtone market to be valued at more than $3 billion. (Source: Reuters)"

Choices are tricky. There are times when it is good to have fewer choics, others, when more choice is better. Wireless industry has been struggling with this idea for ages. Just how many options should a phone have? Or how much personalization capability? Nokia and Motorola, for example, have made very different decisions in this area (Nokia's phones are incredibly user friendly but there is far less personalization available in comparison with somewhat clunkier but much more flexible Motorola phones).

Whether or not it is good to allow choice and ability to individualize something, can be viewed from the point of view of differentiation of identity. Things like meals on the airline are not serious definitions of identity, which is why airline operators have figured out a long time ago - offering their passengers more food choices makes them less likely to actually pick anything. However, when it comes to individualization of something so tied to identity as a cell phone (a piece of technology always carried with us), it may be a good idea to allow consumers full reign over the choices of things like ring-tones. After all, in Europe and North America, individual expression is highly valued and ringtones often join in with the few clues to who a person is in a crowded public space. Your ring-tone may say as much about you as your choice of clothing or hair colour (fun thoughts for the high-self-monitor types).

A quote from one of my favorite movies symbolizes this drive for differntiation for me: "This snake skin jacket symbolizes my individuality and belief in personal freedom!" -- Sailor (Wild At Heart, by David Lynch)