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I suspect that the wakemates themselves aren't doing the mobile dev work, but are outsourcing it and spending their time on the difficult stuff - getting the hardware operational and approved. In that case, if you've got the money, why not get them all developed simultaneously?

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The reason you don't do all simultaneously is they all will likely suck, and then you have to redo three apps instead of one.

I would think you would want to do one mobile app just right, and then port it to other platforms. You might do a spec for all three up front so you think through each platform, but why not push one platform, iterate, and then take what you've learned before building?

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