Personalization is gaining more importance with the increase of mobile and community services. Provision of personalized mobile services can help to meet the individual needs at a time and place when and where a user needs it. Mobile services should be designed to be usable and useful to realize the benefits of personalization. It is not an easy task to satisfy the individual's goals or needs. Currently, mobile services are designed either using a client side or server- side approach. At the same time, it is raising different research issues ranging from technological to security or privacy concerns. In this work, we described the current research and development in the area of personalization of mobile services. The objective of this paper is to analyze which design approach is suitable for the personalization of mobile services. Finally, we have discussed issues and challenges related to client-side personalization vs server-side personalization and the recent trends in personalization of mobile services.