A method, system, apparatus and computer program product for personalizing the functionality of a personal communication device. A personal communication device receives a wireless communication signal from one or more electronic tags. The signal is decoded by the personal communication device and the tag information is forwarded to a central processor of the device for executing the communication of data previously stored in a memory location, or triggering an application or service. The data, application or service is of interest to the user and relevant to the location the tags whose signal was received and processed by the device.