The complexity and volume of data within mobile devices has grown explosively—fueled by a new generation of wireless connectivity and emerging high speed data services. Wireless manufacturers are under pressure to differentiate by delivering new features and functionality while still minimizing the electronic bill of materials. This paper explores successful software development strategies designed to meet evolving market requirements while optimizing device performance and extending battery life. It includes a case study involving an award winning cell phone complete with high-end graphics, advanced user interface capabilities and longer battery life.