Abstract: A method and system are provided of using a server computer system for conducting a marketing campaign directed at users of mobile communications devices, the method includes: (a) identifying a targeted subset of the users of the mobile communications devices based on their user profiles to receive and execute a given one of a plurality of interactive marketing applications; and (b) for each of the targeted subset of users: (i) transmitting a signal with initial information relating to an application over a wireless communications network to a mobile communications device operated by the user to proactively launch the given one of the interactive marketing applications on the mobile communications device; and (ii) establishing bidirectional communications between the user and an entity conducting the marketing campaign responsive to user interaction with the interactive marketing application.

Abstract: A method is provided of executing an application on a wireless communications device operated by a user. The application includes a plurality of blocks, each of which has a plurality of resources. The wireless communications device communicates with a server over a wireless network. For each session, the method includes: (a) validating block definitions for blocks of the application stored on the wireless communications device with block information from the server; (b) prefetching given blocks of the application from the server; (c) validating one or more resources of blocks of the application stored on the wireless communications device with resources from the server; and (d) fetching resources not stored on the wireless communications device from the server when needed during execution of the application.

Abstract: A method is provided for presenting user interface content on a mobile device. The method includes: providing an editable text file in accordance with a markup layout definition language defining the user interface content to be presented on the mobile device and providing presentation instructions for the user interface content; and transmitting the text file over a wireless communications network to the mobile device to be interpreted by a client on the mobile device such that the user interface content can be displayed on the mobile device in accordance with the presentation instructions.

Abstract: A method and system are provided for enabling users of mobile devices to remotely perform self-service tasks involving a given entity without using human intermediaries. The system includes a server computer running a self-service application for the given entity; and a plurality of mobile devices, each operated by a user for communicating with the server computer over a wireless communications network. Each of the mobile devices including a non-browser based, goal-oriented, self-service application running on a self-service client with a graphical user interface adapted for allowing a user of the mobile device to remotely interact with the self-service application running on the server computer to automatically manage tasks involving the given entity.