For a business that wants to make money from an application the scenario is very similar to that for an external customer. The difference is financial in that the business has to justify the cost of having developers on staff creating the application.
That cost is set against a forecast of income from the eventual deployment of the application as a service for the business. In both of the examples there are constants that can make for hard going. In the same way that technical solutions are affected by people, process and politics, so application development is affected by an isolationist practice.