At this point, many companies recognize that developing a branded mobile app can be an asset. Unfortunately, fewer of them understand how to best leverage this new channel in order to benefit their brand.
First, a great chunk of the growth businesses in the market are almost entirely web-based, not product-based. Second, in the case of product-based companies, they almost certainly have a significant web operation. Excluding all or part of your business from the discipline of design could, IMHO, limit your competitive advantage now and in the future.