Purpose: The present study aimed to improve the quality of delivering government services by identifying the main components of the personalization of the m-government in Iran.
Method: Qualitative approach and exploratory research is applied. Data is gathered by targeted sampling and semi-structured interviews. Thematic analysis technique was used to analyze the interviews.
Findings: The research findings indicate that the personalization of mobile government in Iran includes 5 main themes and 16 sub-themes including social factors (e-services, e-participation), e-factors (productivity, policy making), managerial factors (accountability, human capital, transparency), political factors (e-legislation, information technology infrastructure), cultural factors (e-support, e-learning).
Conclusions: Experts emphasized on managerial factors like accountability and transparency of government activities. Also cultural factors are very important as digital literacy of society is very important in this regard. On the other hand regular review and update of current laws of ICT infrastructures and security policies should be considered as important by government. Also targeted filtering by personal information will make citizens more satisfied to receive updated information and related services based on their needs and preferences.