Identity mgmt for service customisation

Opportunities exist now to use identity management as a tool to personalise communication services. By personalisation I mean any of this:

• dynamically changing service configuration
• creating new content
• blending service primitives in a different way
  

based on customer identity, previous interactions, etc.

Current Parlay/X framework makes this easy. IMS framework makes it even easier. All the components are there, although it is fair to say that some adaptations may be needed.

Customers reaction to a service based on past usage, browser patterns, etc. may be mixed. Some customers would not tolerate too-intrusive a network, whereas others will complain that is too dumb for their expectations.

Which are the technical challenges associated to this? Let's explore it in a bit more detail.