Building new apps can be painful. Currently, if you want to build an app on legacy systems it can take 6-12 months to go through a painstaking process where, once you have the idea, you then need to buy and set-up hardware, install software, define user access, set up reporting and analytics, build and test security, make it mobile and social, etc. etc. and then you get to build and release the app. This can all be too much for some people (I recently spoke with a CMO who said “I need an app; I don’t care what it does, I just need an app”).