- Don't use cross-platform toolkits
- For maximum reach: built a web app that looks like web app
- To appeal to a particular platform: build a native app for that platform, with a experience design based on that platforms interaction style
What about some of the others: Airplay, Corona, Cocos2D-X? Has anyone actually tried some of these that could give more insight?
Toolkits you mention are geared towards cross-platform 2D and 3D graphics, i.e. game development. They do not deal with native controls at all, you have to take care of buttons, menus, touch control etc. yourself. My guess is that Martin Fowler is talking about view-based applications.