Computer application software for mobile phones, namely, software for facilitating shopping transactions, enhancing the user's shopping experience, and tracking reward and incentive program performance; Computer e-commerce software to allow users to perform electronic business transactions via a global computer network; Computer software for wireless content delivery; Computer software for facilitating shopping transactions, enhancing the user's shopping experience, and tracking reward and incentive program performance; Downloadable mobile applications for facilitating shopping transactions, enhancing the user's shopping experience, and tracking reward and incentive program performance; Downloadable software in the nature of a mobile application for facilitating shopping transactions, enhancing the user's shopping experience, and tracking reward and incentive program performance