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Summary – Internal app distribution demands a secure channel that meets your business requirements without using public stores. Options—from MDM/UEM with an internal catalog for centralized governance, iOS In-House or Custom via ABM, Managed Google Play for Android to open source alternatives—each impose choices around OS mix, BYOD vs corporate, certificates and update automation. Solution: define your strategy based on your device fleet and IT capabilities, select the optimal channel (MDM/UEM or a hybrid open source solution), document workflows and enable continuous monitoring to ensure security, compliance and scalability.
In many Swiss companies, the distribution of internal applications raises governance and security concerns. Publishing a “private” app isn’t just about uploading a package to a public store: it’s about establishing a controlled channel, integrated with your fleet management tools and aligned with your business requirements.
From application portals managed by an MDM/UEM, iOS distribution outside the App Store via the Apple Developer Enterprise Program or the private channel in Apple Business Manager, to Android publication through Managed Google Play, each option presents its own technical and organizational characteristics. The choice should be guided by your device fleet (iOS/Android), BYOD or corporate model, update requirements, security needs, and internal IT capacity.
Private Application Distribution Models
More than a “store,” a secure space accessible through your fleet management tool (MDM/UEM). Most organizations opt for an internal catalog managed by an agent (hub) that delivers the app according to defined compliance rules.
UEM/MDM with Internal Catalog
Unified Endpoint Management platforms provide an application portal where IT publishes its business software. Users install the app through a “Company Portal” or “Workspace ONE” application on their devices. Compliance policies, VPN settings, and remote wipe capabilities are automatically enforced upon installation.
In this model, the experience is consistent: users access a single hub for all resources—applications, documents, intranet—whether they’re on a corporate device or BYOD. Updates are pushed automatically through the same channel without manual intervention.
This solution is especially suited for organizations seeking centralized governance and large-scale deployment, while ensuring installation traceability and device compliance.
Dedicated Mobile Application Portals
Some MDM solutions offer a standalone portal, separate from the traditional store, accessible via an in-app browser or a dedicated app. Users see only the apps approved for their role or department.
This portal can be hosted on-premises or in a private cloud. The MDM handles single sign-on (SSO), certificate validation, and traffic encryption. Updates are deployed via a manifest or synced directly from the company’s back-end.
This distribution method is ideal when you need a strict separation between personal and professional environments, without using the public OS channels.
Hybrid Solution without Vendor Lock-in
Certain organizations prefer to combine an internal portal with an open-source service or an in-house component. The goal: control the distribution chain without depending on a single vendor.
Here, cataloging engines and manifest management rely on automated scripts, internal servers, and company-specific certificates. The IT department handles updates, signing, and distribution over secure HTTPS.
This approach requires more in-house expertise and engineering investment but guarantees full sovereignty over the publication process.
Official Apple and Android Channels for Private Distribution
Apple and Google provide dedicated mechanisms for distributing apps to a limited audience without using the public store. These channels typically integrate with an MDM/UEM to enforce governance.
iOS In-House via Apple Developer Enterprise Program
The Apple Enterprise Program lets you sign an .ipa file with an enterprise certificate. The app can be installed outside the App Store via a .plist manifest served over HTTPS or through an MDM.
Each manifest specifies the package URL and the authorized devices’ UDIDs. Provisioning profiles expire annually, requiring careful renewal to avoid service interruptions.
This In-House distribution is suited for strictly internal apps when you want to bypass Apple review and retain full control over signing.
iOS Custom Apps via Apple Business Manager
The Custom Apps program in Apple Business Manager allows you to publish private apps on App Store Connect, visible only to targeted organizations. IT configures permissions directly in Apple Business Manager or Apple School Manager.
Client companies receive the app in their Apple Business Manager and deploy it through their MDM. The workflow includes Apple’s validation and keeps the standard App Store versioning while restricting access.
This channel is ideal for leveraging the App Store model (TestFlight, incremental updates) without opening distribution to the public.
Android Private via Managed Google Play
Managed Google Play lets you mark an app as “private” and distribute it exclusively to authorized organizations. Google hosts the APK, but it does not appear in the public store.
The MDM pushes the application to managed Android devices, handles updates, and enforces policies (encryption, VPN, remote wipe). The ecosystem supports both BYOD and corporate configurations.
This solution is the go-to for any Android fleet requiring secure deployment with version history and dependency management.
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UEM/MDM Solutions and Their Ecosystems
Fleet management tools include an application catalog, compliance policies, and automated deployment features. Your choice of platform determines your governance and integration level.
Workspace ONE (VMware)
Workspace ONE delivers a unified hub that centralizes applications, web access, files, and internal resources. Administrators define access profiles and authorize app installations by user groups.
Updates are managed through a single console, which integrates certificate management, device monitoring, and inventory. IT can force-patch devices or block vulnerable versions.
This architecture suits organizations aiming to provide a complete digital workplace that balances security and productivity.
Microsoft Intune and Jamf
Microsoft Intune integrates natively with Azure Active Directory, simplifying permission management and the distribution of Windows, iOS, and Android apps from a single dashboard. The Intune catalog syncs private apps from Apple and Google stores with your internal policies.
Jamf, specialized in Apple, offers advanced granular control for iOS and macOS devices. It supports native deployment, macOS updates, and precise system configuration management.
These solutions are favored when an organization’s ecosystem primarily relies on Microsoft 365 or Apple hardware, yet requires centralized management.
Open Source Alternatives (MicroMDM, Headwind MDM)
To avoid vendor lock-in and maintain full control of your infrastructure, several open source MDM servers are emerging. MicroMDM and NanoMDM target the Apple ecosystem, while Headwind MDM focuses on Android.
These projects demand deeper integration (server configuration, certificates, network security) but offer complete freedom over feature evolution and workflow customization.
They’re suitable for technical teams with DevOps expertise, ready to handle the industrialization and maintenance of an internal distribution service.
How to Choose Your Private Distribution Strategy
The right channel depends on your compliance requirements, device mix, and ability to manage certificates and provisioning profiles. Each context warrants a tailored evaluation.
BYOD and Security Requirements
In a BYOD environment, it’s crucial to clearly separate personal and professional data. A full-featured UEM/MDM enables granular policies at the app and network levels.
Compliance profiles block installation on jailbroken or rooted devices and trigger remote wipe upon compromise. Installation and version traceability are guaranteed.
For example, a Swiss financial services firm implemented an internal UEM portal for its mobile advisors. They reduced manual configuration support tickets by 70% while ensuring strict banking compliance.
Strictly Internal iOS
For a company-only app distributed outside the App Store, the Apple Developer Enterprise Program remains the go-to solution. The MDM deploys the IPA and manifest to authorized devices.
IT must plan annual certificate renewals and verify iOS/iPadOS compatibility. Updates occur via the same channel without Apple review.
This option is favored when confidentiality is paramount and the IT team is well versed in Apple provisioning cycles.
Enterprise Android and Updates
Managed Google Play, combined with your MDM, ensures distribution and version control. APKs are privately hosted and updates are managed from the MDM console.
The platform handles dependencies and alerts IT to any anomalies. Users automatically receive new versions without manual steps.
This model is often chosen for corporate Android fleets where uniform updates and security are top priorities.
Sovereignty with a Limited Budget
When tooling budgets are tight and you want to avoid vendor lock-in, open source solutions can be a relevant alternative. However, they require substantial initial integration effort.
The internal team must manage certificates, deploy servers, and monitor traffic. The upside is no recurring license costs and total flexibility over code evolution.
This approach guarantees complete sovereignty over your publication process and suits organizations with experienced DevOps teams, often in highly regulated contexts where data sovereignty is critical.
Master Private Distribution of Your Mobile Apps
Controlling the publication and update of your internal applications is a strategic priority to ensure compliance, security, and operational efficiency. Depending on your device fleet, BYOD or corporate model, governance needs, and IT capacity, you can choose between a full MDM/UEM channel, Apple In-House distribution, Custom Apps via Apple Business Manager, private Android publishing, or open source solutions.
Each option offers its own advantages and constraints: certificate renewals, Apple validation, catalog integration, automated updates, or in-house server management. The key is to define a clear framework, document your processes, and maintain continuous oversight.
Our Edana experts are ready to assess your context, develop your private distribution strategy, and implement the solution best suited to your business objectives.
