This document discusses how software-defined networking (SDN) and network functions virtualization (NFV) can enable mass customization in 4G networks. It argues that SDN and NFV allow networks to be more responsive, efficient, and automated by converging network functions for high performance and virtualizing functions for agility. This creates an intelligent, programmable infrastructure that can customize the subscriber experience through dynamic, policy-based service chaining of virtualized network functions. By combining high-performance networking with cloud agility through NFV, service providers can optimize their infrastructure and offer localized cloud services to better serve network applications and customer needs.