[March 10, 2015] |
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Adobe Streamlines Mobile Marketing and App Development
At Adobe (News - Alert) Summit, Adobe's annual Digital Marketing conference in the
U.S., Adobe (Nasdaq:ADBE) today unveiled significant enhancements to
Adobe Mobile Services that include a fully integrated mobile app
framework. Mobile Services is a Core Service in Adobe Marketing Cloud
that dramatically simplifies the complete mobile app lifecycle - from
app development and user acquisition to app analytics and user
engagement. It is the most complete solution in the industry and the
first of its kind designed to eliminate marketers' dependence on an
array of disjointed point solutions, instead offering an integrated
approach for developing and managing apps. To complement Adobe Mobile
Services, Adobe enables customers to tap into its partner ecosystem to
add functionality to their apps. The company extended its group of
partners today by adding six top app technology providers, who are
integrating their tools into the mobile app framework.
"Adobe
Digital Index data shows a new record in the use of mobile devices
and yet, building a successful mobile app experience today remains a
mystery for many marketers," said Matt Asay, vice president, Mobile
Strategy at Adobe. "They struggle to synthesize a myriad of different
mobile tools that address very specific needs. With Adobe Mobile
Services, we will dramatically simplify this process, making it easy for
marketers to build and optimize their apps."
The mobile app framework in Adobe Mobile Services brings together
leading app technologies across Adobe Marketing Cloud including Adobe
Experience Manager Apps, Adobe PhoneGap Enterprise, Adobe Analytics -
Mobile Apps, and Adobe Target (News - Alert). The integration of app tools from
partners delivers the most flexible, end-to-end workflow across the app
lifecycle:
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Development: With Adobe
Experience Manager Apps and PhoneGap Enterprise, companies can
create apps that run across mobile platforms using web technologies
including HTML, CSS (News - Alert) and Javascript. Mobile apps can be natively
integrated with Adobe Experience Manager to ensure consistent content
management across any app without having to worry about multiple app
stores, fragmented operating systems and different device sizes. More
importantly, Adobe Experience Manager Apps enables marketers to
continuously drive engagement with their mobile apps long after
launch. Once the application is released, marketing and business teams
can easily update both app content and functionality and publish to
devices without burdening developer resources. With the integration of
Ionic's HTML5 solution, developers can more easily design beautiful
applications.
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User Aquisition: Adobe's partnership with Fiksu combined with
Adobe Analytics gives enterprises a powerful way to acquire new mobile
app users. The platform drives and tracks brand awareness through paid
media, app discovery, app installations and more. Support for A/B
testing in Adobe Target continues to help marketers optimize and
target content more effectively by better identifying audiences based
on mobile-specific criteria such as device type and operating system.
The integration of Kochava's solution allows brands to understand what
media advertising efforts drive conversion and how effective their
mobile ad spend is.
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App Analytics: With Adobe
Analytics-Mobile Apps, marketers gain rich insights into mobile
app usage -- how frequently users launch the app, what paths they take
through the app, what link the user clicked on that led to the app
download, and more. Apps that are instrumented with Adobe's Mobile SDK
are also able to leverage built-in capabilities to change the user
experience on the fly and deliver in-app messages. By integrating
Crittercism's application performance management solution, companies
will be able to go beyond basic crash reporting to understand errors
and transactions in extensive detail. In addition, Adobe's integration
with appFigures' app store analytics platform enables brands to
automatically grab and visualize essential data on things like sales
and download numbers, app rankings and more.
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User Engagement: Native support for GPS and iBeacons in Adobe
Analytics ensures that mobile users receive relevant content precisely
at the moment that the brand engages them. The partnership with Vibes
adds a comprehensive set of tools to engage with app users and
deliver contextually relevant experiences and promotions. The
integration of Vibes' mobile wallet capabilities with Adobe Campaign
gives brands the unique ability to deliver personalized "passes" for
Apple (News - Alert) Passbook and Google Wallet. To engage mobile users, marketers
are using digital passes to replace print versions of coupons, offers
and boarding passes.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively
reach and engage customers and prospects with highly personalized
marketing content across devices and digital touch points. Eight tightly
integrated Solutions offer marketers a complete set of marketing
technologies that focus on analytics, web and app experience management,
testing and targeting, advertising, audience management, video, social
engagement and campaign orchestration. The tie-in with Adobe Creative
Cloud makes it easy to quickly activate creative assets across all
marketing channels. Thousands of brands worldwide including two thirds
of Fortune 50 companies rely on Adobe Marketing Cloud with over 2.5
trillion mobile transactions a year.
Helpful Links
About Adobe Systems (News - Alert) Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
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