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The B2B App Store can ease a lot of pain.Д«oeing's Jeppesen unit, which provides charting, flight plans and crew management software to the aviation industry, reckons that the B2B App Store will make distribution easier. At scale, that process is painful to say the least. Distributing that app would require a posting on an intranet and then some hurdles installing it. Say Boeing wanted to build a custom iOS app for Continental United. If an enterprise bets on the iOS for a custom app, it's not likely to move off the platform any time soon. Companies developed applications on IE 6 and many are still keeping that browser even though Microsoft is begging them to decommission it over security risks. Let's face it: Corporate IT buyers are a slow moving bunch. As far as business goes, the custom apps that will be available in the B2B App Store are critical. The opportunity for Apple resides in custom apps. Related: SAP, Sybase roll out mobile apps for business (screenshots) Now Apple can be seen in a leadership position in the B2B app space. Apple has one app distribution point and if it wants enterprise customers it had to create a B2B neighborhood.

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Android allows for multiple app stores and enterprises can distribute mobile software via side loading. First, Howe argued that RIM's app marketplace is essentially a B2B store already just based on the selection of apps. Strategically, the B2B App Store solves a few conundrums. The B2B App Store allows us to tailor apps for those needs.' 'A lot of enterprise customers have custom data and process needs. 'We now have more flexibility to meet customer needs,' said Buchanan. James Buchanan, a senior director at SAP's Sybase, said the B2B App Store is 'a great step forward.' After all, Sybase and SAP plan to deliver anywhere from 40 to 50 customizable mobile apps by the end of the year.

And by easing distribution, Apple may garner more of those custom applications.

Second, the B2B App Store allows for custom apps to be delivered between individual companies.

First, the B2B App Store solves the volume purchasing problem.

Apple announced the B2B App Store along with international App Store price changes July 13 and pushed it live a week later.

In many respects, Apple had no choice but to launch a B2B App Store.

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Contrary to popular perception, Apple has always had business in mind-not that it had an enterprise developer license the day the App Store launched.ДЄpple needed a B2B App Store. In other words, Apple has to court the enterprise at least a bit and be obvious about it. HP and RIM are also much more likely to play the volume discount game, according to Forrester Research. HP and RIM can both bundle their tablets in broader deals. The company also likely realizes that up-and-coming rivals, notably HP and Research in Motion, already have multiple stakes in the business technology space that may be an advantage in the tablet market. It's likely that Apple accidentally got enterprise traction, but now it's running with the ball. Apple may be a consumer-first company but it's glaringly obvious that it is serious about the enterprise prospects. Here's a look at four messages delivered through Apple's B2B App Store launch.ДЄpple is courting the enterprise. 'Why not make it easier for the enterprise as opposed to making them jump through consumer hoops that aren't well suited to the way businesses buy.' 'The B2B App Store is recognizing that Apple came into the enterprise through the back door because employees brought iPhones and iPads to work,' said Carl Howe, an analyst at Yankee Group. With its B2B App Store, Apple is backing up its talk with some action. Apple has noted pilots and implementations for iPhones and iPads and has a nice chunk of Fortune 500 companies interested. Tim Cook, acting CEO of Apple, touted enterprise momentum on the company's fiscal third quarter earnings call.

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If you wanted to outfit a unit, say a sales team, a company would need each employee to download an app and then expense it. The B2B App Store is designed to accommodate volume licensing so companies can buy multiple copies of an application and distribute them to employees.

The larger questions revolve around whether Apple had to launch the B2B App Store to get ahead of more traditionally enterprise-friendly rivals on deck or simply sees a big opportunity to cement its current momentum in corporations. Apple's B2B App Store went live last week and it is the latest signal that the company is taking the enterprise seriously.

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