So we are all searching for The Killer App in mobile. I say, there is none. There are several. Reading a post by Peter Sandberg over at the great blog Disruptive (sorry, in Swedish only), I was struck by the simplicity in the statement that the optimal customer satisfaction is achieved when you offer services and products focused around certain clusters of tastes/preferences.

This riff stemmed from a Malcolm Gladwell presentation at TED in 2004. See it here. 18 minutes well spent.

This is of course true in the mobile content space as well. And actually there is one case that comes to mind. One of our clients, At&t in the US, do this with their mobile content portal MediaNet. After a while on the portal a user is put in one of four clusters and is after that served one of four versions of the mobile portal. Pretty neat and very forward thinking to be a mobile portal. I hope it will both increase user satisfaction and At&t sales of mobile content and services. Please let me know if you have more cases. Web or mobile.