Another obstacle comes from physicians who may not encourage or even dissuade patients from the use of mHealth apps. Clinicians fear that as consumers become empowered with information about price, quality, services, and wait times, doctors will lose control over revenues and how medicine is practiced. They are afraid that the traditional role of the doctor as a guide to health treatments will weaken as consumers rely on mobile health apps or access Websites on their smart phones to direct their own healthcare.While tablets and smart phones combined with mobile apps have the potential to improve patient care, apps should provide some clinical decision-making data to truly add any value to the quality of care. However, without quality clinical research to back them up, they may be a waste of IT resources. Nevertheless, with telehealth and at-home care for the aging emerging as new care delivery models, rising adoption of mobile devices and advancing mobile technology, the demand for mHealth apps will continue to grow. "With more personalized, sophisticated, web-based healthcare applications there is a promising market for health apps developers and technology vendors," says Ms Filar. "Further, mobile network operators have started to tap into these opportunities and perceive mHealth as a natural extension of their core activities. Moreover, with the huge influx of medical data from sensors and other devices, there will be an increased need for advanced data analytics tools and companies focused on data management. The business around mHealth should thrive and become mutually beneficial for all involved," she concludes. If you would like to learn more about mobile apps in healthcare, please send an email to Joanna Lewandowska, Corporate Communications, at Joanna.email@example.com. Please include your full contact details in the query. Frost & Sullivan's ICT for Vertical Markets research programme gives business leaders the understanding upon which to base defensive and offensive vertical strategies. Part of the programme – ICT in European Public Sector – provides valuable insight into business needs and technology requirements, and offers a means by which to benchmark your strategies against the wider industry.