Adobe’s mobile and app development plans

Posted on March 14, 2015 03:29 pm

At the Adobe Summit in Salt Lake City earlier this week, the company unveiled much improved enhancements to its Mobile Services that factored in a fully integrated mobile app framework.According to available data, mobile Services has become a significant Core Service in Adobe Marketing Cloud that simplifies the complete mobile app lifecycle from app development and user acquisition to app analytics and user engagement.Adobe now enables customers to tap into its partner ecosystem to add functionality to their apps.Adobe also extended its group of partners with inclusion of six top app technology providers, who are integrating their tools into the mobile app framework, according to the information available on their website. Matt Asay, vice President of Mobile Strategy at the company revealed that their 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.They struggle to synthesize a myriad of different mobile tools that address very specific needs. With Adobe Mobile Services, the firm 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.

The integration of app tools from Adobe partners offers flexible, end-to-end workflow across the app lifecycle that includes App Analytics where marketers will gain rich insights into mobile app usage and 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 among others. 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. Interestingly, 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 to mention but a few. Another one is Development where with Adobe Experience Manager Apps and PhoneGap Enterprise, companies and developers can create apps that run across mobile platforms using web technologies including HTML, CSS 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 unveiled, 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, software developers can more easily design beautiful applications.The other is User Acquisition where according to the company, 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 is expected to continue helping 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 is also bound to allow brands to understand what media advertising efforts drive conversion and how effective their mobile ad spend is. User Engagement which involves the 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. Integration of Vibes’ mobile wallet capabilities with Adobe Campaign gives brands unique ability to deliver personalization for Apple Passbook and Google Wallet.

Contador Harrison