Learn how to manage the increasing complexity and costs associated with mobile app development across Apple iOS and Google Android devices. Apps are everywhere. Sparked by the introduction of Apple's App Store as well as the emergence of Facebook as a distribution platform for apps and content, consumers and businesses alike have embraced the app experience. As a result, organizations across all industries need to engage with their audience through mobile apps, but developing apps for these devices has become increasingly complex and costly. There are now more platforms and devices to support, more app versions to build and maintain, and new performance metrics to master. While the app environment offers exciting new opportunities for publishers, it also involves additional technical work, higher costs, and increased complexity - all of which distract from higher-value needs like content development and business strategy.