Mobile phones are generic generated. There is no difference between the same phone, but there are differences between it's users. Even users have different moods and attitudes during a single day.
When a user is commuting to work he may like to watch a film, and have a personal ring tone, when at work he may want the phone to be more discreet and when at home he may want the phone to block phone calls.
By creating a mobile phone that could change colors, appearance and interactions you can offer the users the possibility to have their own personal mobile phone. Users can create new environments and share them on Nokia's I.D. website so other people can download it as an open source software, allowing the community to grow.
Create, share, personalize.