"We want to offer a viable, non-fragmented alternative to Android where both mobile operators and OEMs have a greater degree of flexibility for both service and user interface customization, " Mr. Collins said.
Today it released a completely revamped app for the iPhone that makes it easer to handle multiple accounts, offers options for customization and through a service called deck.ly lets you tweet more than 140 characters.
And to do that, the manufacturer or service supplier can no longer (as with mass customization) ask for a one-way flow of information from the customer.
Wine has long been the industry leader in terms of label customization, but the wineries offering this service at the individual level tend to be of lesser prestige.