when installing application the first time via JWS everything works fine. App starts normally.
If something (jars and jnlp) has changed on next start of the app via shortcut, update runs till end and the JWS-console opens, splashscreen too.
After that console and splash disappear with no info in log (debugging on).
To run the app now, you have to start again via shortcut.
It would be easier to help if you could have all tracing on and reproduce the problem. See http://docs.oracle.com/javase/7/docs/webnotes/tsg/TSG-Desktop/html/plugin.html#gcexdf on how to turn all tracing levels on.