On handset applications are a way of getting branded information onto the handset. In effect it acts as an independent browser on the handset allowing graphics, buttons and content to be customised to your own requirements.

Marketers are finding this new channel allows them to add new and exciting 'skins' to mobile interfaces and combined with push technology seamlessly allows the dynamic update of menus and information.
Deliverable OTA (over the air) or installed as part of a pre-provisioning programme, large corporate and household brands alike are starting to utilise this on handset delivery mechanism.

In some examples the skin is used to great effect as a secondary navigation option for a wide range of handsets.