End users are looking for apps that integrate with the social media and other online sites that they use. From the perspective of the software developer, storing the apps' data in the cloud is often a sound design decision. So we can expect to see more and more mobile device apps with hooks in the cloud.
Gartner is concerned about the security of business apps that have links to the cloud. These apps, which will likely be built by microISV firms and not by each company's internal IT department, need to have the same level of "oversight and governance" as apps that are developed internally.
That's unlikely to happen. As the bring your own device (BYOD) movement strengthens, decisions about which apps to buy are going to be made by end users, and not by a centralized IT department.
From a marketing perspective, software developers need to address security concerns. Describe the rock-solid security built into your cloud-based smartphone apps from the design level up. Business managers need to be comfortable knowing that their people are buying your apps, without having these buying decisions approved by their companies' IT departments. It's good software marketing to anticipate that leading-edge products must still satisfy such basic business needs as security.