Integrated experience for applications within a mobile application

A method of operating a user communication device supporting installation of non-native applications within a native application, the method comprising:

• installing a user-selected native application in memory of the user communication device;
• communicating a user request to a first computer system to add one or more non-native applications within the native application;
• responsive to the user, initiating operation of the native application, wherein the native application communicates with the first computer system over a public network to access information enabling activation of the one or more non-native applications by the user;
• displaying one or more user-selectable interface elements each representing a corresponding one of the one or more non-native applications;
• upon user selection of one of the one or more user interface elements, establishing a dedicated portion of the display for use by functionality, of the corresponding non-native application, that is performed at a corresponding one of at least one second computer system, and activating the functionality;
• and
• relinquishing control over the dedicated portion of the display to the activated functionality of the non-native application corresponding to the selected one of the one or more user interface elements.