Anand authored the Aberdeen Group report 'Mobile Retail is a Reality: The Increasing Mobility of Consumers Has Retailers Engaged', published in September 2010.

Anand suggests that retailers develop a solid base of business processes, organisational, knowledge, and performance management capabilities, to realise the mobile messaging, marketing, and channel integration gains via mobile retail.

That businesses have to make effort to make their dreams into reality is also apparent from a newly released Amdocs and Ovum report. This research indicates that current business and operational support systems need to change to support prepaid transformation.

"Greater availability of high-end devices such as smartphones, along with services like messaging, mobile broadband and applications, are increasing customer expectations from prepaid wireless services," said Sara Kaufman, an analyst at Ovum. "Prepaid wireless services are becoming even more prevalent around the world. Ovum forecasts prepaid will grow from 75 per cent of total connections worldwide in 2010 to 77 per cent by 2015. Service providers understand that the prepaid wireless strategies they adopt today will have a major impact on future profitability."

Epicor delivers its Epicor Retail Mobile Marketing solution via a partnership with mobile messaging provider Impact Mobile, Inc. The solution enables retailers to deliver customised messages, coupons, and promotions to mobile device users.