A method, comprising: providing, by a publishing software, a graphical user interface, GUI (700, 702, 802, 804, 1102, 1600), that enables selection of a template for creating a custom mobile device application, app, for a customer relationship management, CRM, client, wherein the template provides a pre-configured format to pre-configure the custom mobile device app; receiving, by the publishing software, from entry via the GUI (700, 702, 802, 804, 1102, 1600), metadata comprising an identification of a specific user community to be served by the custom mobile device app; detecting, by the publishing software, a selection of a selected distribution model from a list of distribution models for an electronic application storefront, app store, via the GUI for the custom mobile device app and the specific user community, wherein the list of distribution models define at least what entity has rights to publish the custom mobile device app, what entity has access to manage and maintain the app, and the app store to which the app is published; displaying, by the publishing software and in response to detecting the selection of the selected distribution model, a first set of input fields or a second set of input fields respectively based on a determination that a first distribution model or a second distribution model has been selected for the app store, wherein the second set of input fields and the first set of input fields are not identical and wherein the second distribution model is different from the first distribution model; collecting, by the publishing software, configuration information defined by the selected distribution model via the first set of input fields or the second set of input fields; creating, by the publishing software, the custom mobile device app based on at least the metadata and the configuration information; and publishing, by the publishing software, the custom mobile device app to the app store based on at least the selected distribution model, wherein the custom mobile device app is accessible from the app store for installation on a mobile device according to the selected distribution model. providing, by a publishing software, a graphical user interface, GUI (700, 702, 802, 804, 1102, 1600), that enables selection of a template for creating a custom mobile device application, app, for a customer relationship management, CRM, client, wherein the template provides a pre-configured format to pre-configure the custom mobile device app; receiving, by the publishing software, from entry via the GUI (700, 702, 802, 804, 1102, 1600), metadata comprising an identification of a specific user community to be served by the custom mobile device app; detecting, by the publishing software, a selection of a selected distribution model from a list of distribution models for an electronic application storefront, app store, via the GUI for the custom mobile device app and the specific user community, wherein the list of distribution models define at least what entity has rights to publish the custom mobile device app, what entity has access to manage and maintain the app, and the app store to which the app is published; displaying, by the publishing software and in response to detecting the selection of the selected distribution model, a first set of input fields or a second set of input fields respectively based on a determination that a first distribution model or a second distribution model has been selected for the app store, wherein the second set of input fields and the first set of input fields are not identical and wherein the second distribution model is different from the first distribution model; collecting, by the publishing software, configuration information defined by the selected distribution model via the first set of input fields or the second set of input fields; creating, by the publishing software, the custom mobile device app based on at least the metadata and the configuration information; and publishing, by the publishing software, the custom mobile device app to the app store based on at least the selected distribution model, wherein the custom mobile device app is accessible from the app store for installation on a mobile device according to the selected distribution model.