In accordance with an example embodiment, there is disclosed herein an application launcher, referred to herein as a “Concierge Launcher,” that enables a mobile device to access a wireless local area network (WLAN) and launch an application with one click. In an example embodiment, the WLAN advertises one or more services, for example a Concierge Service, along with the identity of the provider of the service and optionally a Uniform Resource Indicator (URI) for the application to use the service. The mobile device is configured to detect the advertisement and notify an end user of the availability of the service. If the end user selects the service, the provider of the service is validated, and an application, such as a web browser, on the mobile device configured to use the service is started.