Emerging from consumer app store models, the service app store concept is now becoming an alternative for infrastructure and operations (I&O) professionals because business technology (BT) users gain great benefit from the experience. Earlier service catalogs lack full self-service for customers and integration across portals that have proliferated in the enterprise. The service app store represents the convergence of portals, software marketplaces, and service catalogs but is not yet truly a distinct product category. The service app store fills an important void; however, be mindful of cultural challenges inherent in its implementation.