As ICT services are becoming more ubiquitous and mobile and access technologies grow to be more heterogeneous and complex, we are witnessing the increasing importance of two related needs: i) users need to be able to configure and personalize their services with minimal effort; ii) operators desire to engineer and manage their networks easily and efficiently, limiting human agency as far as possible. We propose a possible solution to reach these goals. Our vision, developed in the so-called Simplicity project, is based on a personalization device, which, together with a brokerage framework, offers transparent service configuration and runtime adaptation, according to user preferences and computing/networking context conditions. The capabilities of this framework can be exploited: i) on the user side, to personalize services, to improve the portability of services over heterogeneous terminals and devices, to adapt services to available networking and terminal technologies; ii) on the n...