Cultural inclusion in information and

If you live in America or Western Europe and you speak English, then you have access to and can understand a wide range of both local and worldwide information and communication services. If you don't fit this stereotype, and you happen to only understand one of the less commonly used languages, then your experience will be very different – you are only likely to be able to access services that have been locally produced in the country (or countries) that speak your language. Industry tries to prevent their products from being restricted to a single language and region by offering localized products that are targeted at popular "locales " (combinations of a language and a region). Whilst this is an improvement, the options that localized applications offer represent an average of the diverse requirements of the many individuals to whom the localized product is targeted. Real users may have very sophisticated language and cultural requirements and these may change according to the particular context in which the individuals find themselves. The term personalization is used to describe techniques that enable a product to be tailored to a user'