This thesis develops a market analysis and customer segmentation to support the implementation of a mobile well-being application aimed at entering the rapidly expanding digital health market. Smartphones and wearable technology have started to be pervasively adopted, triggering the demand for mHealth apps that can deliver personalized health management tools directly into consumer hands. This research explores this evolving landscape, examining the key drivers of market growth, user expectations, and the challenges and opportunities to address in the sector. A core component of this study involves understanding user needs and preferences within the mHealth app ecosystem. Through a combination of market research and targeted interviews, key features and functionalities have been identified to focus on for a successful well-being application.