A mobile application, or app, is a downloadable piece of software that allows rich interaction with services and content via your mobile phone. As well as being complex and useful, apps can also be stupid, silly and fun.

Magnus Jern, managing director and founder of Golden Gekko Ltd, a developer of mobile marketing apps, Jessica Gwyther, global content manager for the Vodafone group and Mark Bamber from the BBC mobile applications team join Simon in the Academy studio.