Neelie Kroes, Vice-President of the EC in charge of Digital Agenda, participated in a workshop of the EU's app sector with Peter Vesterbacka, Chief Marketing Officer at Rovio. Discussions focused on the future of the EU app economy, and the report "Sizing the EU App Economy" had been presented. This study was part of "Startup Europe", a Digital Agenda initiative supported by Neelie Kroes to promote Information and communications technology (ICT) and web entrepreneurship in Europe and to help the companies flourish in Europe.
Apps were self-contained programs or pieces of software which were mostly often designed for mobile devices or social platforms. For example, apps could advise on the most efficient public transport route, help bank online, track runs or bike rides, match with a potential partner, give health advice, games to entertain and relax.
On the business side, many companies developed apps in house, or through contractors to support their main business, whether they were in financial services, consumer goods retail, media, etc. They used apps to add to their customer experience and utility, and to help market and sell their goods and services. According to estimates, 94.4 billion apps were downloaded globally during 2013.