From Greg Truty:
The iOS app store is only part of the story that changed the revenue model of the mobile marketplace. One of the things that it did do was to allow an ecosystem to be built that allowed any developer to bring an application to market and get paid for the app without establishing a traditional infrastructure. Most of these apps are consumer-based or games. I think that will continue to exist for developers wanting to use that channel, but given the large number of applications that now exist, developers must really understand how to provide value and now have the choice of multiple platforms to develop for. We expect to see the mobile web (and at least the technology like HTML, CSS, JavaScript ) to continue to spur new innovation with respect to obtaining some of the same usability but as enterprises are looking to develop applications targeting multiple devices and targeting consumers to their businesses, they will have traditional mechanisms of obtaining revenue akin to their existing business models. You can see this as businesses create free applications to access their business. The innovation using these technologies will only improves their customers experience, and hence, drive new revenue opportunities to their businesses.
That said, the mobile paradigm is continuing to cause businesses to rethink their business to provide value as well as leverage the mobile device to establish new business models.