A mobile app is a software application specifically designed to run on mobile devices such as smartphones and tablets. These apps are typically available through app stores, like Apple's App Store or Google Play Store, and can perform a wide range of functions from gaming and social networking to productivity and e-commerce. Mobile apps can serve as [[digital channels|virtual distribution channels]] because they enable businesses to deliver products, services, and information directly to users' devices, bypassing traditional [[physical channels|physical channels]]. This direct access allows companies to engage with customers in real time, personalize user experiences, gather valuable data insights, and facilitate transactions seamlessly.