The Apple App Store for iPhones opened in mid-2008 and grabbed the attention of independent application developers and mobile device users as a software distribution channel for new mobile applications. In turn, the Apple App Store's success is causing an influx of new app store announcements and launches, including Google's Android Market, Microsoft's Windows Marketplace for Mobile, Nokia's Ovi Store, Research In Motion's (RIM) BlackBerry App World, and the Samsung Mobile Applications online store. To date, most of the apps have been focused on the consumer, but there is growing demand for business-oriented applications from IT buyers at small and medium-size businesses (SMBs) and from individual mobile business users. As nearly 60% of people today use their smartphone devices for both personal and professional uses, business applications are the next frontier. App store strategists must not ignore businesses, but rather they should ensure their stores highlight applications that address the needs of business users and the developers who are creating business-oriented mobile applications.