Privately distributed apps

  • Release version: Zurich
  • Updated July 31, 2025
  • 2 minutes to read
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    Summary of Privately distributed apps

    Privately distributed apps enable ServiceNow customers to distribute branded Android and iOS applications outside of public app stores, using private or enterprise distribution methods. This approach supports delivering apps directly to employees or users through controlled channels, such as Mobile Device Management (MDM) systems or private app catalogs.

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    Key Features

    • Simultaneous Delivery for iOS & Android: When requesting both iOS and Android branded apps, both are delivered together following the iOS private distribution timeline of 2-4 weeks.
    • Expedited Android Delivery: To meet tight deadlines, customers can request the Android app first for faster delivery (usually within a week or less), test and approve it, then request the iOS app.
    • Testing with ServiceNow Store Apps: Customers can test mobile workflows and functions using existing ServiceNow Store apps while awaiting their branded app, focusing final testing on branding, login flows, push notifications, and app store configurations once their branded app is ready.
    • iOS Private Distribution Requirements: Customers must enroll in Apple Business Manager and have valid Apple Customer DEP IDs to use Apple’s Volume Purchase Program (VPP) for app distribution. ServiceNow facilitates publishing the app to Apple Business Manager and supports distribution via MDM or redemption codes.
    • Apple Review Process: The iOS private distribution process includes Apple’s human review, resulting in a 2-4 week delivery timeline. ServiceNow assists with resolving any Apple review rejections.
    • Android Private Distribution: Customers receive both APK and AAB files for their branded Android app, which can be deployed via MDM portals, Managed Google Play, or direct downloads from websites.

    What You Can Expect

    • Private distribution allows secure and controlled deployment of branded mobile apps tailored to your organization’s needs without relying on public app stores.
    • Android apps are generally delivered faster (within a week or less), enabling earlier testing and rollout.
    • iOS apps require a longer delivery period due to Apple’s review process but offer guided compliance with Apple’s branding and distribution requirements.
    • ServiceNow supports the full workflow from app branding to distribution, including assistance with Apple’s review and publishing processes.
    • You can accelerate your implementation by leveraging existing ServiceNow mobile apps to validate functionality while your branded apps are being prepared.

    Private or enterprise distribution can be used to distribute Android and iOS branded applications. Private distribution includes all means of distributing apps outside of public app stores.

    Important:
    • If you select iOS & Android as your Operating System (OS) when you request your branded mobile app, all builds are delivered to you at the same time. This means that both your Android and iOS apps are delivered to you within the privately distributed iOS delivery timeline of 2-4 weeks.
    • If you have an implementation date deadline within weeks, it's suggested that you request the Android app first, test it, and approve its branding. Then submit your iOS app request.
    • Another way to expedite delivery of your branded app is to test the mobile workflows and functions using the mobile apps that are available on the ServiceNow® Store while your branded app is being built. Your branded app uses all the same workflows and mobile app functions as the apps that are available on the ServiceNow Store. Then when your branded app is available, you only need to test the branding, the login flow for pre-filled instance URLs, push notifications, and the app store listings.

    iOS branded apps for private distribution

    The ServiceNow® branding program complies with the suggested practices from Apple for branded app releases. The program gives you a guided path to achieve your branding goals.

    Depending on your distribution model for an iOS deployment, you must have signed up for Apple Business Manager to use the Apple VPP program or have a valid Apple Customer DEP ID, or both. This enables you to use your ServiceNow instance to publish an app to your Apple Business Manager on your behalf. Apple then allows you to distribute the app to your employees with your Mobile Device Management (MDM) vendor or by using Apple Business Manager store redemption codes.

    When you use Mobile Publishing for iOS private distribution, you can then test the mobile app using Testflight. ServiceNow also resolves any rejections from Apple when the application is reviewed.

    The following image explains the workflow for privately distributing an app. Privately distributed branded iOS apps take 2-4 weeks until you can deploy them. This is due to Apple's review process that involves human reviewers.
    Figure 1. iOS branded app publishing process for private distribution
    Private publishing process for iOS branded apps

    Android branded apps for private distribution

    The ServiceNow branding program complies with the suggested practices from Google for branded app releases. The program gives you a guided path to achieve your branding goals. Using Mobile Publishing, you can request a branded Android application and receive both APK and AAB files. These files can then be uploaded to your MDM portal or your Managed Google Play account. These files can also be hosted on a website so that Android users can download the application directly onto their devices.

    The following image explains the workflow for privately distributing an app. It usually takes about a week or less to build the Android branded application. Sometimes it might take only a few hours.
    Figure 2. Android branded app publishing process for private distribution
    Private publishing process for Android branded apps