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Now it is the turn of the "app army", the scores of companies devoted to churning out small programs known as applications that run on Apple's iPhone and rival devices, as well as on regular computers for users of Facebook and similar websites.

"The ramp [growth rate] of the iPhone and iPod touch in the first eight or nine quarters is more than five times the ramp for the internet," says Kathryn Huberty, Morgan Stanley tech analyst. These devices, and faster wireless networks, are both now reaching about a fifth of the global population, she estimates, which will drive much more rapid development: "Globally," she says, "2010 is the tipping point."

Even though Mr [Barry Egerter] made it to the top, it took a year's work. He has quit his day job, and earned perhaps $200,000 before taxes with Live Cams, a 99-cent app that allows users to look through the lenses of internet-controlled security cameras. Mr Egerter expects his ride at the top to be like that of most who make it there: exciting and brief. "If things don't work out, I may just find another desk job," he says.

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