(Otherwise known as: Write Once, Run Everywhere)

Each App Store is a separate distribution channel that you should take advantage of. Choosing both of the major app stores (Google Play and the Apple Store) doubles your reach and channel strength over choosing a single platform.

Our customers are often drawn to a cross-platform framework, due to the time saving that a "write once, deploy everywhere" approach can give you. And this is quite true: you will likely save expenses in the short term when using these frameworks.

These frameworks (such asApache CordovaorAppcelerator Titanium) allow developers to work in "simpler" or more widely-known development languages, like HTML, Javascript, C#, etc. They also claim to allow a developer to work within a single environment, and deploy to both Apple and Android devices (and many more).

While there are strong proponents of cross-platform solutions, and there are good scenarios in which it's the right solution, we at Twin Engine Labs have found ourselves needlessly slowed down by problems in many of these frameworks. We've found that non-native mobile development excels in cases where gorgeous visuals and smooth animations aren't needed, like utility apps or back office apps (though we feel passionately that every user deserves a great user experience).

That said, cross platform development is absolutely the most cost effective option for getting to market with your mobile app in both stores.