1. A method for discovering software applications remote from a mobile computing device, the method comprising: parsing data displayed on a screen of the mobile computing device to recognize a predetermined criterial pattern matching at least a portion of the displayed data; identifying, responsive to successfully recognizing the criterial pattern, the at least a portion of the displayed data matching the criterial pattern as rich content that can be augmented by external data; transmitting, responsive to identifying the rich content, a request for a software application associated with the criterial pattern along with an identifier that uniquely identifies the criterial pattern to a remote server; receiving a response corresponding to the request from the remote server, the response including the software application associated with the criterial pattern; and executing the software application on the mobile computing device to retrieve the external data and to augment the rich content by the retrieved external data.