1. A non-transitory computer-readable storage medium storing instructions that when executed by a processor in a mobile device control the processor to perform a method for performing personal deduplication on the mobile device, the method comprising: accessing a personal or context sensitive deduplication repository; selectively de-duplicating data arriving at the mobile device, where the de-duplicating is performed using the personal or context sensitive deduplication repository; and selectively de-duplicating data to be transmitted by the mobile device, where the de-duplicating is performed using the personal or context sensitive deduplication repository.