As consumers increasingly use tablets an smartphones, companies are designing their mobile strategies to best engage and inform on these popular devices. In fact, research released in June 2013 by the Pew Research Center indicates the popularity of tablets in particular is surging: one in three American adults now owns a tablet device. As senior-level marketers examine how to add apps to their marketing mix, they must grapple not only with how apps align with their customer engagement strategy, but how to produce them in a cost-and time-efficient manner. Traditionally, brands have turned to agencies and developers to code a custom app; however, custom development raises issues around content updating, cross-platform publishing, and staying current with operating system innovations.
This paper compares some of the issues to consider when evaluating app production platform like Digital Publishing Suite, versus custom app development.