Companies are in a keen competition in acquiring the home screen of a smart phone
that is specialized in individual targeting in the smart environment.
This study has analyzed cases on the top five launchers that were registered and
downloaded at the play market in September, 2014, in order to identify features of the
smart phone launcher system in a perspective of UV. According to the result of
classifying and analyzing individual functions as well as home components of the
launchers, 1)interaction-based experience, 2)brand communication experience, and 3)
experience of realizing the ego were derived.