The mobile phone market has gone through a revolution with the increase of power of the devices and the popularization of smartphones. Similarly to the change operated into the IT business more than two decades ago, the mobile phone market switched from hardware oriented to software oriented. The redistribution of powers over the market has generated new opportunities and mobile applications have become a major stake for the market's actors. The purpose of this research is to assess the validity of the opportunity seen in mobile applications and demonstrate how this market can support a growth strategy. To do so, an extend amount of literature of various nature was reviewed and an interview was conducted. To ensure the legitimacy of the findings, it explores the idea of strategy as seen by some of the pioneers of business strategy as well as by expert firms in the domain. The mobile phone market evolution is also traced in order to support the relevance of the mobile application market. The mobile application market is detailed and particular attention is given to the key points differentiating this market from any other. Beside confirming the potential of the mobile application market to support growth, the findings reveal the strong influence of the market's characteristics on the strategic decision making. The popularity of the target operating system and the rules of its associated application store cannot be neglected. Deciding on a revenue model or pricing a mobile application are complex tasks which cannot be avoided. The success of a strategy elaborated around the release of a mobile application is highly based on the attention given to the details of this market.