A software download service on a mobile network provides users with personalized catalog presentations identifying software products available for downloading. Customer-specific preferences are established, for example, by input by the customer using a web-interface on a personal computer or on their mobile station, or by processing of user data such as demographics and usage history. The resulting user preferences are stored in a database. When each customer operates a mobile station to access the download service, the listing(s) of available software products are filtered and/or prioritized using the customer's individual preference(s). As a result, the service provides a `catalog` of available software products that has been tailored to the particular user based on that user's preference(s). Consequently, customers can easily find applications that appeal to their interest, which improves both the sales take rate and the customer experience.