System and techniques for hands-free deployment of geographically linked applications are described herein. A radio transceiver of a vehicle may detect a beacon. Here, the beacon includes an indication that an application linked to a geographical area covered by the beacon is available. The vehicle may establish a secure communications link with an application server corresponding to the beacon and receive, through the secure communications link, an application. Then, the vehicle may execute the application in a protected execution environment without intervention by a user of the vehicle.