context refers to the ability of users to modify the page layout or specify what content should be displayed. Map personalization Digital web maps are also being personalized. Google Maps change the content of the map based on previous searches and other profile information. Technology writer Evgeny Morozov has criticized map personalization as a threat to public space. Mobile phones Over time mobile phones have seen an increased emphasis placed on user personalization. Far from the black and white screens and monophonic ringtones of the past, phones now offer interactive wallpapers and MP3 truetones. In the UK and Asia, WeeMees have become popular. WeeMees are three-dimensional characters that are used as wallpaper and respond to the tendencies of the user. Video Graphics Array (VGA) picture quality allows people to change their background with ease without sacrificing quality. All of these services are downloaded through the provider with the goal to make the user feel connected and more enjoyable to use the phone. Print media and merchandise In print media, ranging from magazines to promotional publications, personalization uses databases of individual recipients' information. Not only does the written document address itself by name to the reader, but the advertising is targeted to the recipient's demographics or interests using fields within the database or list, such as "first name", "last name", "company", etc. The term "personalization" should not be confused with variable data, which is a much more granular method of marketing that leverages both images and text with the medium, not just fields within a database. Although personalized children's books are created by companies who are using and leveraging all the strengths of variable data printing (VDP). This allows for full image and text variability within a printed book. With the advent of online 3D printing services such as Shapeways and Ponoko we are seeing personalization enter into the realms of product design. Promotional merchandise Promotional items (mugs, T-shirts, keychains, balls etc.) are regularly personalized. Personalized children's storybooks—wherein the child becomes the protagonist, with the name and image of the child personalized—are also popular. Personalized CDs for children also exist. With the advent of digital printing, personalized calendars that start in any month, birthday cards, cards, e-cards, posters and photo books can also be obtained. 3D printing 3D printing is a production method that allows to create unique and personalized items on a global scale. Personalized apparel and accessories, such as