Feature Article

January 04, 2016

Celltick's Start Personalizes Smartphone Interfaces

For all that smartphones can do, these devices are not particularly smart in terms of understanding how their owners use them and adapting to become more user friendly as a result, said Ramgopal Vidyanand, vice president of corporate marketing and business development, in a recent interview with TMC. To help with that, Celltick has created Start, an application that changes the lock screen and home screen on smartphones into a common interface that provides users with personalized experiences based on their preferences and usage habits.

That’s important given that, as Vidyanand noted, “people are getting more and more addicted to that first screen.” In the U.S., smartphone users look at their devices an average of 70 to 80 times each day, Vidyanand told Erik Linask in a video interview at TMC Editors Day Santa Clara 2015 in November.

Typically the home screen of a cellphone is populated with widgets and apps, and those applications are decided by the phone manufacturer or OS provider (Google or Apple). With Start, however, users can preset and/or enable the application to automatically select the apps they use most.

“We are moving away from a world where a 20-year-old male in New York is the standard segment that you want to market to” he said, because even the 20-year-old in New York is not the same person as the 20-year-old in New York sitting next to him.

Not only will Start present a home screen that is customized to the particular user’s preferences and usage habits, it also could potentially vary based on the location of that user. As Vidyanand told Linask, what people want in one place is not necessarily what people want in another place.

“We aim to provide users with a personalized intelligent experience that is best-in-class in the industry,” said Ronen Daniel, CEO of Celltick. “Users want their mobile device to be a reflection of who they are.” 

Edited by Maurice Nagle

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