adobeDid you know that Adobe introduced at its Summit significant improvements in Adobe Mobile Services, including a fully integrated mobile app framework?

As one of the core services of the Adobe Marketing Cloud, the new mobile services simplify the entire lifecycle of a mobile app - from the app development and user acquisition to analysis and user interaction. The comprehensive industry solution now gives the option of using an integrated approach to the development and management of apps.

Fact is that the Mobile App Framework in Adobe Mobile Services combines leading app technologies in the Adobe Marketing Cloud, including Adobe Experience Manager Apps, Adobe PhoneGap and Adobe Enterprise Analytics, as well as Mobile Apps and Adobe Target. Besides that, the additional integration of app tools from Adobe partners offers advertisers the most flexible, end-to-end workflow throughout the entire life cycle of an app.


With Adobe Experience Manager Apps and PhoneGap Enterprise, business can create apps by using web technologies, including HTML, CSS, and Javascript that run on a variety of mobile devices. Mobile apps can be natively integrated into the Adobe Experience Manager to ensure a consistent content management for every app, without having to worry about different app stores, fragmented operating systems and various unit sizes. Not least, it is crucial that marketers can continuously promote customer loyalty with Adobe Experience Manager Apps, even long after the new release. Once the app is published, the marketing and business teams can still easily update content and application functionalities before publishing it on the customer devices - without the need to involve developers. Not to mention that with the integration of the HTML5 solution of Ionic, developers can create applications more easily.

User Acquisition

Adobe's partnership with Fiksu, in combination with Adobe Analytics, offers businesses a powerful support in getting new users for their mobile apps. Thanks to the app platform, for instance, brand awareness through paid advertising (paid media), exploration of the app, the app installations and much more, are encouraged and evaluated. The support of A / B testing in Adobe Target, in addition allow marketers to optimize content and deploy it more effectively through better identification of target groups, based on specific criteria for mobile devices, such as device type and operating system. The integration of the Kochava solution provides brands with valuable insights into what publicity measures actually lead to conversion and how effective their spending on mobile advertising really is.

App Analytics

With Adobe Analytics Mobile Apps, companies gain deep insights into the use of mobile apps. They can see how often users start the app, which paths they use in the app, on which link they clicked to download the app, and much more. Apps that are equipped with the mobile SDK can also use built-in functions to change the user experience in operation and transmit in-app messages. With the integration of the application performance management solution of Crittercism, companies can even track disorders and transactions in detail, beyond the simple crash reporting. Moreover, brands can automatically extract and visualize key data by integrating the app store analytics platform appFigures, including sales and download numbers, app rankings and much more.

Customer interaction

The native support from GPS and iBeacons in Adobe Analytics ensures that mobile users receive relevant content at the precise moment at which they are most likely responding positively to the contact with the brand. By partnering with Vibes, there is a comprehensive set of tools to achieve interaction with the app users and deliver contextually relevant experiences and advertising. The integration of Vibes’ mobile payment options in Adobe Campaign enables companies to offer personalized documents for Apple Passbook and Google Wallet. Through digital versions of previously printed formats - such as vouchers, discount or boarding passes - the interaction with mobile users can be boosted sustainably.

The Adobe Marketing Cloud clearly enables enterprises to make profitable use of large amounts of data for personalized response and activation of its users across all devices and digital touchpoints, thanks to the integrated solutions offered. Adobe offers a complete set of marketing technologies for analytics, web and app experience management, testing and targeting, advertising, audience management, video, social engagement and campaign orchestration, making it a useful marketing tool for any company. About 30.4 trillion transactions via Adobe Marketing Cloud per year tells its own tale.

By Daniela La Marca