1. A method of customizing a user interface menu to display beneficial applications available on a mobile device, comprising: generating an activity record including a measure of use for each application used by a user of the mobile device; mapping the activity record to applications available on the mobile device to generate a priority order of applications; determining whether any high priority applications are not included in a current user interface menu displaying a number of applications less than the applications available on the mobile device; and modifying the user interface menu to display a high priority application if it is determined that the high priority application is not included in the current user interface menu.