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Challenged to find growth, protect their customer bases and compete against swift Internet companies, MNOs are exploring ways to leverage their assets, primarily subscriber information, to create highly personalized mobile services. In this study, ABI Research outlines the key elements MNOs must utilize to develop successful personalized services. The report describes ways to navigate the barriers that can obstruct services; it identifies the services that are and will be successful today and in the future, and includes profiles and critiques of 23 vendors which provide solutions for personalized services. Forecasts include MNO service revenue from personalized services, personalized services subscribers, and vendor revenue from the sale of service personalization equipment, software and services.