Previously, the build or buy decision has focussed on the accessibility and ease of each approach, the company said.

But the survey found it is becoming more strategic. Rather than making general decisions about the approach to be used, tech decision makers are choosing when to build and when to buy.

For example, 72% of participants want the differentiation provided by custom customer-facing applications, as that makes good use of valuable developer hours. be used to build applications that customers will notice and will eventually impact revenue. Furthermore, 67% said in-house app development is driven by digital transformation and the need for differentiation.

Low-code/no-code solutions seem likely to grow in popularity.

77% of respondents said their organisation already uses such platforms, and 87% of those they are satisfied or extremely satisfied with low-code/no-code developments.

SaaS products are also enjoying increasing favour for crucial but non-differentiating areas of business, and 64% said ease of use and implementation is the main reason for buying software.

Interestingly, 66% said the advances and customisation possibilities in current SaaS products means differentiation is possible.

"Our research and experience shows tech leaders in the APAC region don't want to spend valuable developer resources building and maintaining applications that don't diffirentiate them in the market and bring in business impact," said Rackspace Technology APJ CTO Emma Pudney.

"As our footprint expands in the region, we look forward to supporting our customers in navigating the buy vs build dilemma."