Through sign-in, the BBC can collect personal information about its users to understand their preferences. When used alongside recommendation algorithms, this should provide a user experience tailored to their individual preferences. The BBC does not believe that it is possible to compete digitally without knowing users’ viewing habits. However, while the BBC has started to develop plans for how it could personalise some of its individual digital products and services such as iPlayer, it has yet to show that it has begun work on pulling together a comprehensive strategy for personalisation across the organisation.44