A system (and/or a method) are disclosed to launch an application directly from a menu on a screen of a handheld computing device. In one embodiment, the handheld computing device is configured to receive an event signal corresponding to executing an application assigned to the switch when actuated for a first time period. When the switch is maintained actuated for a second predetermined period of time, the system is configured to transmit an identifier corresponding to the switch to a preferences manager. The system retrieves a plurality of application identifiers from a database of the preferences manager, where each application identifier linking an executable for a corresponding application. The system displays the menu on the screen of the mobile computing device. The menu includes a plurality of application identifiers that are being selectable for execution of a different application.