I want to execute the application, I have upgraded. http://wix.sourceforge.net/manual-wix3/run_program_after_install.htm does not work for me as I do not have an Exit dialog.
<InstallExecuteSequence>
<Custom Action="LaunchApplication" OnExit="success">CLIENTUILEVEL = 2 AND NOT Installed</Custom>
<InstallExecuteSequence>
where Custom action LaunchApplication will execute to open the application.