Abstract: This invention provides a mobile device ecosystem that is simpler than existing options for all of its participants regardless of their role or business model. The ecosystem includes a mobile device and operating software development kit and store, both of which are implemented as web-based services such that creation, testing, and distribution of customized mobile devices, as well as discovery, investigation, and delivery of same, can all be performed using a standard web browser and includes features that facilitate communication, interaction, community, and sharing among and between creators, users, and other interested parties. The device and operating software store is also not specific to any mobile device brand or brand group, and integrates with both branded and independent application stores.