Apps are growing faster than websites as platforms expand globally. Localized apps provide an interactive experience that has become the new standard. Apps now define hardware as their number influences new device marketing. HTML5 allows freedom while virtual apps represent the next logical step, similar to how the web replaced PCs due to bandwidth. As apps increase in use and virtualization, better discovery of unique app functions will be needed versus traditional websites and web pages. The ecosystem should be seen as full of opportunities, not just challenges.