The present invention provides a mobile application ecosystem comprising a mobile application development kit and store, both of which are implemented as web-based services such that creation, testing, and distribution of mobile applications, as well as discovery, investigation, and delivery of same, can all be performed using a standard web browser. The mobile application development kit offers common capabilities across all target mobile device brand and brand groups, allowing the same application construct to work unmodified on all, while building the application in a manner that is native to each, thereby avoiding any requirement to embed a separate common runtime or virtual machine on every mobile device.