Greater Reach
To reach the greatest audience, the more platforms you must extend your application to. By developing an application that can reach across multiple platforms you are increasing your reach to a greater audience.

Broad Marketing
By catering to all major platforms, you can capture a larger market share with greater ease. Marketing efforts can be generalized and targeted to the masses instead of a niche market.

Cost Effectiveness
By developing a single code set that can be deployed across multiple platforms a company can reduce their initial cost and maintenance cost significantly. Custom native development requires recoding for each platform which is rendered mute for cross platform designs.

The look and feel can be maintained across various platforms if the core development source code is the same. This is often hard to obtain when working with different specialty teams for each platform.

Cross-Platform-Mobile-Application-Development: Disadvantages

Varied Platform Integration Techniques
Integrating the application with platform preferences, settings, preferences, and notifications can cause serious problems. This may cause companies to look at alternative storage options, cloud options, and third party integrations to meet their needs. This is why it is really important to have a experienced development team.

Platform Incompatibilities
Developing for multiple platforms is reduced to the least common denominator as far as features go. Each platform has it’s own capabilities and variables. Android may allow features or functions that iOS does not. Furthermore, the tools used may have their own limitations. You must design towards their commonalities. This does come at the cost of flexibility.

Cross Platform

To reach the largest cross-section of users, companies must be able to engage customers on their terms. Although the majority of the market share is owned by Android and iOS, Blackberry and Windows still maintain a considerable amount of users. Windows especially is gaining ground with the continuity of its look and feel across mobile and desktop interfaces.

In general, there are three main goals of a mobile application: provide a high level of engagement within a target market, be accessible to as many customers as possible, and to address the business problems the company is looking to solve.

This is easy when your target audience is using a single platform. However, when you are looking to engage a diverse audience across multiple platforms you need to engage the audience on the platform they have adopted.