MWC 2016: Adobe supercharges mobile publishing with Experience Manager Mobile

Adobe Experience Manager Mobile combines Digital Publishing Suite and Experience Manager

Adobe is streamlining the process of building and managing visually appealing apps for mobile platforms with a new service for Adobe Marketing Cloud.

Adobe Experience Manager Mobile (AEMM) aims to enable businesses to build “beautiful, engaging” applications for B2B or consumer use, it announced at MWC 2016.

This new service combines the company’s existing mobile creation tools: Adobe Digital Publishing Suite, aimed at designers, and Adobe Experience Manager, aimed at developers.

Building with AEMM, businesses can create their own apps using text, images, video and animation.

They can also connect these apps to critical business data and systems like CRM and ERP.

“This is one solution that can deliver both those content-centric applications, with the heavy role of a designer, and the transactional capabilities and utility features that come from Adobe Experience Manager apps, and the role of the developer, to make full featured, mission critical, broad-background applications,” said Mitch Green, director of product management for AEMM.

He added that Adobe’s big idea is to “manage [mobile] content lifecycles without having to always engage the developer to make updates”.

Adobe believes its latest mobile creation suite solves mobile management challenges for organisations in retail, manufacturing, media, financial services, travel and healthcare.

Beyond its design suite, core features of the AEMM include location-based personalisation to target specific groups of users, the capability to integrate deep linking in apps to bring users to the right links, and improved support for mobile push and in-app messaging.

Finally, Adobe is unifying its messaging platform, Adobe Target, for all of its Marketing Virtual Cloudsducts.  Push notifications will be run by this service, which should help businesses integrate support for messaging in their AEMM-built apps.

Adobe Experience Manager Mobile in operation

Business magazine Fast Company has already signed up to AEMM already, hoping to take its brand beyond its monthly publication by pushing out regular mobile updates to its subscribers.

Building its mobile app with AEMM, Adobe said the firm reported users returning to its app 3.5 times per week, while 75 per cent of readers actively consume its mobile content weekly.

Fashion brand Under Armour used AEMM to replace its previously print-based B2B product catalogue with an app, and Adobe said the company now expects to save $1.1 million a year in operating expenses related to print and design costs.

“Mobile apps are integral to the enterprise, yet brands struggle with how to build, manage and deliver mobile experiences that consumers have grown accustomed to,” said Nick Bogaty, senior director of Adobe Experience Manager Mobile. “AEMM brings the simplicity, functionality and design that people expect to enterprise apps.”

Mark Kitson, director of digital marketing at Hartford Funds, another AEMM user, added: “We’re providing both our sales organisation and our advisor audience with effective, beautifully designed apps that help them stay current on market trends and insights, and interact with customers about their investments and future in a meaningful way.”

Adobe Experience Manager Mobile – key features

  • Using AEMM, Abode said enterprises can incorporate new and existing content from any content management system or digital asset management system – including Adobe Experience Manager Sites and Assets – and create a new mobile app channel.
  • The same content, workflows and teams can be leveraged to cross-publish to websites and apps. Creative assets can be easily accessed to produce apps by integrating with Adobe Creative Cloud.
  • Once apps are built, developers can use the Cordova device APIs and custom plug-ins to connect critical business systems including CRM and ERP for personalisation and data capture.
  • Businesses can manage and update a several apps from a unified dashboard.
  • By integrating AEMM with Adobe Analytics, businesses can analyse and optimise app performance without any additional costs.
  • Adobe Target enables personalisation to continuously improve the user experience. Push notifications, in-app messaging and deep linking help drive engagement by delivering the most pertinent and up-to-date information to users.

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