A little while ago we asked the question here on the New Brand Vision blog whether or not it was worth developing a separate mobile app for your branded site, given the growing plethora of platforms available to choose from.

When it was simply the Apple operating system that brands had to think about the choice was simple: to app or not to app? Increasingly however, with alternative operating systems gaining ground on Apple, apps are beginning to look like an increasingly high-priced investment, meaning that a mobile add on site can often be a better bet.

Now it seems that having dipped his toe into the world of app production, Rupert Murdoch is uncovering a similar problem, as the growth of rival platforms – in this case Google Android – threaten the dominance of the Apple operating system.

A recent article on media-tech blog All Things Digital, suggests that News Corp may be moving closer to an Android tablet version to the Daily, only weeks after launching the publication as an Apple only app.

Whichever way Murdoch moves on this one it will be an interesting action for the industry at large, but more generally it highlights the pace of change that is now occurring in the mobile app sector and the rate of transition and investment that is being put in – even at the very highest level of the publishing industry – to keeping up with these technological advancements.