At CLP, iOS was also the primary platform. But now the company must diversify among iOS, Android and Blackberry platforms, said Blumberg.

The emergence of HTML 5--which enables enterprises to build cross-platform mobile apps--provides a more device-agnostic apps development process. While speeding support for various devices and cutting costs in the development process, Smith from Wavelength Consulting said adoption relies on the app requirements.

"Depending on what you are trying to achieve," he said, "if you need performance and a rich user experience and the app needs to be available offline, HTML 5 may not be the answer."

Although it is more costly to develop apps based on a dedicated OS, Smith said that user experience and performance are generally better. The app is built for the platform, providing usability that can better leverage the device features.