The URL scheme is only usable on jailbroken iPhones.
Application homepage: http://www.drobnik.com/touch/my-app-sales
HTML Link example:
Native application URL string example: myappsales://reports
Extended example: myappsales://reports/report_date=2010-01-01®ion=0&type=0
So far the myappsales:// url schema allows external apps to open myappsales and either display a given report or go to the report page that shows reports of these types so that the user can see the new report appear.