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Greg Schwartz, founder of Mobatech, an app company in Birmingham, Mich., said companies will have to be careful to develop apps that fit with their culture. His popular “Mobile Checkbook” app is sold in 70 countries around the world, and he would be interested in extending sales to Colombia.

“It’s a challenge going international, becaue you have to localize your application,” Mr. Schwartz said. “That’s an important question you want to answer before you go into the market.”