Even though there is a rush for Digital in the marketplace and Mobile First is top of the list, it is paramount that you know your customer and their Technology. Even though IOS and Android are now offering very similar platforms with yearly updates, technology advances have lead to OS fragmentation as handsets are unable accommodate the new functionality. IOS has a slightly higher penetration than Android however even with Apple if you had an application using the latest IOS (Based on March 2014 Figures) you would still be alienating over 12% of your potential customers. Therefore before dipping your toe in the water you need to seriously decide on your application release level and update frequency. Apple tends to upgrade quicker which means more users upgrade where most Android Users are at least one version behind due to the handset manufacturers needing to redevelop the phone OS to incorporate the next release.