Not so long ago, cell phones were only used just tomake phone calls. Today hundreds of thousands of applications and services are available for smartphones.With them, people can communicate, play games, findplaces, and organize their day. However, the vast amountof possibilities can confuse users when choosing the bestoption. In addition, the global mobile content marketmakes it hard for users to find local solutions. This thesisin collaboration with Nokia proposes services that aimat: (1) helping customers to meet closer their needs bycustomizing the mobile phone content at the time of purchasing; and (2) generating means of collaborationamong content developers, retailers and customers forproducing mobile content targeted to local needs.A Participatory Design approach was applied fordeveloping the customization services. Observation,contextual inquiry and cultural probes methods wereimplemented to learn from diverse users. A co-designsession was conducted to explore new opportunities withNokia stakeholders. The results are several scenariosenvisioned for Mass Customization services of mobilephone content at the point of delivery. The thesisoffers (1) a framework of collaborative creation modelsfor Mass Customization (2) insights on customers’engagement in the activity of customization.