According to a recent press release, Sony Ericsson wants to emphasize the individual with their new “liquid identity” program. Right now, Sony Ericsson is being pretty vague as far as what that refers to, but the first phase is a whole new line of phones in vibrant colors that stand out from the usual color palette of most mobile phones today.

The second phase apparently involves the user always seeing distinctly personal messages whenever he or she looks at his or her phone’s display. Apparently it will be messages “relating to the things the individual loves, cares about, or is inspired by”. Apparently, this is not designed to tell users what to think, but reflect back what it is that they are thinking.

Even though this sounds like a positive thing, it looks like it’s more designed to fill your phone with messages that sound a lot like the pop-ups that occur every time you go online. For those of us born before 1984, all I can think is “Big Brother has gone mobile”. However, for the generation addicted to myspace, they might enjoy a personal touch.

The liquid identity program should be implemented soon, to coincide with Sony Ericsson’s 5th year anniversary.