There is provided a computer implemented method for distribution and installation of a content item on mobile devices, the method executed by a first mobile device, the method comprising: receiving from a server over a cellular communication channel, instructions for automatic installation of the content item, wherein the content item is stored by the server, transmitting to at least one second mobile device, a query to determine whether the at least one second mobile device has installed thereon the content item, establishing a non-cellular communication channel with a group of the at least one second mobile devices that have the content item installed thereon, receiving over the non-cellular communication channel, the content item from at least one member of the group of the at least one second mobile devices, automatically installing the content item according to the instructions, and presenting an indication of the automatically installed content item.