I found the pre-release docs for this at https://developer.apple.com/iphone/prerelease/library/featuredarticles/FA_Wireless_Enterprise_App_Distribution/Introduction/Introduction.html (Developer account required)
and some more at: http://jeffreysambells.com/posts/2010/06/22/ios-wireless-app-distribution/
I'm running into issues when I click on the link to the .plist file
<a href="itms-services://?action=download-manifest&url=https://www.server.edu/iphone/calcs.plist">Install My App over the air</a>
-- the iOS4 device reports back:
Cannot connect to www.server.edu
Server names intentionally obscured
Obviously the device can connect to the server otherwise i wouldn't be able to see the page that has the link...
Any suggestions?