Have something for everyone
Mobile technology can detect the carrier and phone of each consumer requesting the application. By doing so, your mobile application provider can deliver a version of the software suited for the capabilities of each particular handset. For example, if a phone only supports the display of still images, the application downloaded will not contain a menu option for video.

Gain brand favor from free utility:
Attract the attention and favor of consumers by delivering usefulness in your application, either tightly or loosely associated with your brand. Utility might include: financial and market data, sports highlights, traffic reports, weather updates, video within a particular genre, diet, health and fitness motivation, location-based services, etc. For example, a high-end spirits maker offers an application with golf tips and two daily ESPN video clips.