Nimans' Head of Network Services Mark Curtis-Wood has declared mobile apps a potential deal-maker or breaker, and resellers who ignore the mobile tide could founder, he warned.
"Mobile apps could be the difference between winning and losing customers in a world increasingly dominated by smartphones," he said. "The influence of mobile technology should not be underestimated as smartphones are the one device always within reach."
He pointed to stats that must be fully considered. "It's said there are more smartphones than toothbrushes in the world today, and in the last five years ownership has increased by 400%," noted Curtis-Wood.
Faced with such numbers it is easy to understand the scale of the opportunity. "The market for mobile apps is huge," added Curtis-Wood.
"From a marketing perspective, mobile is a powerful channel, never more than a foot away from a mobile user, so more compelling than TV advertising, radio and newspapers.
"There's some great push technology around mobile apps that can target an audience within a particular geographical region. This could be a boutique hotel or a restaurant with a special offer.
"Businesses now have the ability to hone in on a customer and almost build a personal relationship and develop brand loyalty. It becomes a habit to use an app that's brand-based."
It's important for resellers to recognise that mobile apps are part of the Average Revenue Per User (ARPU) value chain, believes Curtis-Wood.
"Resellers can't be masters of everything, but they need to be aware of where additional pockets of margin can be generated," he added.
"Voice is just going to be a mobile app. Whether it's an extension from an existing phone system, a SIP application, from a mobile network via Wi-Fi or even something like WhatsApp, the world is changing."
In our era of fundamental technology upheaval and advancement, a key messages for resellers is that mobile apps are migrating desktop applications enabling users to be 'truly mobile', observed Curtis-Wood, which translates into additional revenue for resellers.
But there is a flip side. "There can also be revenue reductions," warned Curtis-Wood. "For example, the popularity of WhatsApp had a big impact on traditional mobile networks, something like $1bn was lost because people were texting and messaging in a different way.
"Therefore resellers need to identify areas of margin erosion as well as opportunities to make money. One of the best ways forward is to bundle as many solutions together as possible as part of a whole service wrap to drive ARPU and encourage businesses to work smarter and more effectively."
The mobile phenomena means that websites need to be mobile optimised. "People make quick buying decisions and require an easy and intuitive experience to create brand loyalty," added Curtis-Wood.
"This can be the difference between keeping or losing a customer. Even if your price is cheaper, if people feel they can consume products easier elsewhere that's what they will do. Mobile apps make this possible."