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My impression is that most users are content with the basic functions. Only the more technical and/or obsessive types want to play around with third-party apps. I think the biggest opportunity at the moment may lie in apps that integrate with desktop programs, like ACT! If the PDA owner is already an ACT! user, it's not too big a leap to use the PDA version while out of the office.
thinkDB, as with any good database program, is incredibly versatile, and I found myself using it for so many things, I wanted to upgrade... so I paid up. iSilo I bought just because it was cheap, and provided a pretty good .doc reader interface with a free html-to-pdb converter utility, so I could make my own docs.
But I think for a PDA app to be commercially viable, it either has to be a can't-live-without-it-once-you've-got-it sort of app (like thinkDB has become for me), it has to be $15 or less (like iSilo), it needs to be targeted towards a high-budget professional market (like doctors, lawyers, etc), or it has to be an add-on or tie-in with a popular/useful desktop app. (and of course, a fairly generous -- 30 days or so -- trial period, for people to get really hooked on the app is a good idea)
If you've invested the time and money in FileMaker Pro on your desktop, having FIleMaker Mobile (or whatever they call it) makes more sense than a less expensive mobile DB app like thinkDB. If you have wireless internet, having a Palm app that will play nicely with your desktop email program would be good...
There are just so many good free programs available for the Palm market (and probably a lot for pocket PC also), that it's really hard to think of any need that isn't already covered by more than one free or shareware software package.