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Adaptation and Personalization of Web-Based Multimedia Content 293 Copyright 2006, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. business multimedia-based services), and generally is a relatively new area of research. Web personalization is the process of customizing the content and structure of a Web site to the specific needs of each user by taking advantage of the user s navigational behavior. Being a multi-dimensional and complicated area, a universal definition has not been agreed to date. Nevertheless, most of the definitions given to Web personalization (Cingil, Dogac, & Azgin, 2000; Kim, 2002) agree that the steps of the Web personalization process include: (1) the collection of Web data, (2) the modeling and categorization of these data (pre-processing phase), (3) the analysis of the collected data, and the determination of the actions that should be performed. Moreover, many argue that emotional or mental needs, caused by external influences, should also be taken into account. Web Personalization could be realized in one of two ways: (a) Web sites that require users to register and provide information about their interests, and (b) Web sites that only require the registration of users so that they can be identified (De Bra et al., 2004). The main motivation points for personalization can be divided into those that are primarily to facilitate the work, and those that are primarily to accommodate social requirements. The former motivational subcategory contains the categories of enabling access to information content, accommodating work goals, and accommodating individual differences, while the latter contains the categories of eliciting an emotional response and expressing identity. Personalization levels have been classified into: Link Personalization (involves selecting the links that are more relevant to the user, changing the original navigation space by reducing or improving the relationships between nodes), Content Personalization (user interface can present different information for different users providing substantive information in a node, other than link anchors), Context Personalization (the same information (node) can be reached in different situations), Authorized Personalization (different users have different roles and therefore they might have different access authorizations) and Humanized Personalization (involves human computer interaction) (Lankhorst et al., 2002; Rossi, Schwade, & Guimaraes, 2001). The technologies that are employed in order to implement the processing phases mentioned above as well as the Web personalization categories are distinguished into: Content-Based Filtering, Rule- Based Filtering, Collaborative Filtering, Web Usage Mining, Demographic-Based Filtering, Agent Technologies, and Cluster Models (Mobasher, 2002; Pazzani, 1999; Perkowitz & Etzioni, 2003). The use of the user model is the most evident technical similarity of Adaptive Hypermedia and Web Personalization to achieve their goal. However, the way they maintain the user profile is different; Adaptive Hypermedia requires a continuous interaction with the user, while Web Personalization employs algorithms that continuously follow the users navigational behavior without any explicit interaction with the user. Technically, two of the adaptation/personalization techniques used are the same. These are adaptivenavigation support (of Adaptive Hypermedia and else referred to as link-level adaptation) and Link Personalization (of Web Personalization) and adaptive presentation (of Adaptive Hypermedia and else referred to as content-level adaptation) and Content Personalization (of Web Personalization). An example of a Web personalization application for the wireless user is the mPERSONA system, depicted in Figure 3. The mPERSONA system architecture combines existing

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