Specially-designed mobile applications for smartphones and media tablets enable companies to mobilize business processes and to extend their brands for greater interaction with customers. B2E (business-to-employee) applications are apps used by employees that improve their productivity via access to delivery/work order schedules, CRM/ERP databases, inventory data, and other task-specific information. B2C (business-to-customer) apps are business-branded apps that allow businesses to interact with their customers. The customers can be other businesses or consumers. This report provides an in-depth review of both the demand and supply-side drivers for B2E and B2C applications. It includes quantification of the smartphone and media tablet subscriber bases for both the enterprise and consumer segments. The mobile supply chain that contributes to B2E and B2C app adoption is extensively reviewed, including a deep dive analysis of mobile application platform providers whose platforms provide write-once, deploy-anywhere development, database integration, and management capabilities. Also examined are the technologies enabling enterprise app adoption, including HTML5, native development, web browser layout engines, virtual machines, screen scraping, and enterprise app stores, among others. Threaded throughout the analysis is the impact of device OS platforms such as Android, iOS, BlackBerry, Windows, and Symbian on enterprise application adoption. The report concludes with subscriber and revenue forecasts for both B2E and B2C apps. Forecast segmentation is provided for seven world regions including the US and Canada, and for smartphones and media tablets. Apps in the B2E forecasts are industry vertical-specific apps called LOB (line-of-business) apps, BI (business intelligence) apps, and workflow apps.