Today, mobile users expect a lot from the app – fast loading time, ease of use and delight during the interaction. Adapting to the context of use, while keeping the interaction levels as low as possible (limit the number of actions required to complete a task) is quickly becoming a standard for many apps. Mobile applications can be excellent tools for branding, selling and stimulating customer loyalty. To incentivize users to download them, mobile apps should offer features and benefits. This includes specialized functionality and customized user experiences.