In this study , we will concentrate on mobile app entry , which connects the pre - launch and launch stages of the MAP ( Olaleye , Ukpabi , Karjaluoto , & Rizomyliotis , 2019;Talwar et al . , 2021 ) , reflecting the transformation from conventional SMEs to sustainable SMEs . Mobile apps are described as end - user software applications developed for a mobile operating system that expands the handset 's functionality by allowing users to perform specific activities , such as searching for information and social interaction . Tectonic trends in digitalization through mobile applications and consumer interaction via diverse social media networks have created convincing channels for SMEs to deliver an efficient business model due to improved and simpler user / customer data collection and enhanced productivity in customer support , virtual collaboration , and electronic payment .