The research company Gartner has accused handset manufacturers and others making mobile products of being both sexist and cultural elitists. Most mobile devices are made for men, Gartner says, and more than that, most are made for western men.

Monica Basso, research vice president for Gartner, says manufacturers are missing a big market because of their attitudes. She says most mobile products target just 32% of the global population.

“Mobile products will have to address gender diversity and demographics, evolving and differentiating into a range of consumer products,” says Basso. “This trend, together with the consumerization of IT and progressive evolution of the worker population toward younger individuals and women will force user organizations to re-think their working structures, environments and processes.”

The analyst also says the majority of people globally will want customized information, tools and other resources, a trend the mobile industry needs to watch.

“Despite hundreds of different mobile devices and models available on the market, personalization is very limited today,” Basso says. “It is mostly about aesthetics and cosmetics – covers in fancy colors and materials, themes with images and ringing tones, accessories like hanging items and holders. Normally it does not concern functionality and the form factor, which are rigidly assigned to a device depending on the target market segment. Eventually the form and function of mobile devices will be re-invented.”

Basso’s comments came this week at the Gartner Emerging Trends Symposium/ITxpo.