There are two different versions of the SmartStart app in iTunes and the Google Play Store, Viper SmartStart and Directed SmartStart. They generally have the same features but there are some minor differences.
For non-Viper customers, the Directed SmartStart app allows you to choose the app logo for Directed brands such as Clifford, Python, Autostart, and others. This is done by selecting the brand that matches your system from a menu on the Cars tab.
The Viper SmartStart iPhone app also offers "skins" that can be purchased and installed, allowing you to customize the main UI of your app.