Awards & Engraving

December '12

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for that matter. Not because we've sur- rendered our personalities or any quali- ties that make us, us, to partake in this culture-changing phenomenon, but rather because we hold in our hands (and laptop cases, purses and backpacks) the exact same mobile devices that were mass-produced to fit our newfound demands and surpass our expectations with every new release. As the products grow in capability and ease of use, the population scrambles to acquire these new devices and collec- tively sigh in awe of the latest possibili- ties. However, though consumers may resemble a statistical clump clutching identical electronic wonders, the desire to be recognized as individuals and to freely express one's character isn't easily stifled. That's very good news for retailers, as the ability to offer personalization qualities to the sea of indistinguishable screens can direct that mass of savvy gadget- owners right to your doorstep. ONE IN A (HUNDRED) MILLION If sales projections indicate anything, the market is at the precipice of a com- plete mobile personal device onslaught and is already posting staggering numbers. In 2011, 30 percent of the U.S. population owned a smartphone; not just a mobile phone, but a smartphone, specifically. continued on page 60 A&E DEcEmbEr 2012 • a-e-mag.com The demand for mobile device personalization is steadily increasing. 57

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