AT&T announced a online complement (My Media Net) to their mobile portal that allows users to personalize their home page content. It's a good step forward though not yet "game-changing." Only a handful of the cell phone users we surveyed were interested in such a feature, but a fairly high percentage of those already browsing are. Consumers will want quick access to glaceable content – the content they want on a regular basis. The personalization feature speeds this process while not assuming that what I want to see daily is what you want to see.