It's hard to believe, but not so many years ago, it was easy to come across businesses that didn't have websites. Today, of course, a website is something no company can live without. We are near the beginning of a similar cycle with the next game-changing technology: applications for smartphones. You may not think you need one now. But just wait: Before you know it, your app strategy will be a key component of your overall digital strategy.

By the end of 2011, half of the cell phones in the U.S. -- approximately 150 million devices -- will be smartphones. By 2014, the smartphone-app market will total more than $40 billion. Sure, some of the most popular mobile apps are simple and addictive games like Angry Birds and Plants Vs. Zombies. But a growing number are being created by entrepreneurs -- such as those spotlighted on the pages that follow -- who are using apps to find new customers, deepen relationships with existing ones, target people geographically, and even reinvent their business models

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