With the continuously increasing adoption of mobile devices, software development companies have new business opportunities through direct sales in app stores and delivery of business to employee (B2E) and business to business (B2B) solutions. However, cross-platform and multi-device development is a barrier for today’s IT solution providers, especially small and medium enterprises (SMEs), due to the high cost and technical complexity of targeting development to a wide spectrum of devices, which differ in format, interaction paradigm, and software architecture. So far, several authors have proposed the application of model driven approaches to mobile apps development following a variety of strategies. In this paper we present the results of a research study conducted to find the best strategy for WebRatio, a software development company, interested in producing a MDD tool for designing and developing mobile apps to enter the mobile apps market. We report on a comparative study conducted to identify the best trade-offs between various automatic code generation approaches.