Note: This is part one of a three-part blog series. Part two is avail­able here and part three is avail­able here.

Peo­ple are sim­ply too busy for tech­nol­ogy to slow us down. Today’s mobile mar­keters and app devel­op­ers are seek­ing sim­plic­ity and won­der­ing where it might be found. Well, I’m here to tell you: Mobile mar­ket­ing just got eas­ier. In today’s blog, we’ll look at the mobile ecosys­tem, indus­try trends, and the new app-centric inter­face for the Adobe Mar­ket­ing Cloud we announced today, that will help mobile mar­keters and mobile app devel­op­ers “work smarter, not harder.”

Chal­lenges Within the Mobile Ecosystem

By this point, we all know that app tech­nol­ogy is very dif­fer­ent from web tech­nol­ogy. I will dis­cuss three key app-related chal­lenges within the mobile ecosystem.

Chal­lenge 1 | Fragmentation

Frag­men­ta­tion occurs when some­thing is split apart or does not exist as a cohe­sive whole. The mobile ecosys­tem has always existed in a state of frag­men­ta­tion. In the world of mobile, frag­men­ta­tion of mobile plat­forms and device types makes it dif­fi­cult to sup­port all mobile audi­ences.  For exam­ple, how does an orga­ni­za­tion develop apps for mul­ti­ple device types, oper­at­ing sys­tems, and app stores? How does an orga­ni­za­tion best man­age mul­ti­ple app ver­sions? And how does an orga­ni­za­tion main­tain con­sis­tency and cre­ativ­ity – as opposed to dif­fer­ent expe­ri­ences – for its mobile customers?

Chal­lenge 2 | Lack of Time and Resources

Lack of time and resources con­tinue to plague orga­ni­za­tions inter­ested in mobile app devel­op­ment. Today’s orga­ni­za­tions are at vary­ing stages of the mobile matu­rity curve: no (mobile) chan­nel, mobile is a new chan­nel, or mobile is an exist­ing chan­nel. Some orga­ni­za­tions haven’t started mobile app devel­op­ment, while oth­ers are already imple­ment­ing mobile ana­lyt­ics with apps that were devel­oped four years ago. Regard­less of your organization’s cur­rent state, you can take what time and resources you cur­rently do have, and begin apply­ing them toward a mobile strat­egy. Form­ing a Mobile Cen­ter of Excel­lence (MoCe) is a pop­u­lar and effec­tive way to address the chal­lenge of lim­ited time and resources for mobile.

Chal­lenge 3 | Lack of Exec­u­tive Sponsorship

Is your CMO, CIO, or CEO invested in mobile? Does some­one at the C-suite level see the value-add of mobile? If so, thank your lucky stars. If not, you’re not alone.

Now here is the catch-22 in this chal­lenge: The mar­ket­ing team often lacks exec­u­tive spon­sor­ship because they lack mobile ROI and proof points, but the mar­ket­ing team can­not prove mobile ROI with­out invest­ing in the time and tech­nol­ogy that will pro­vide met­rics to quan­tify effec­tive­ness. Ironic.

So, where should you begin? Begin with these impor­tant facts:

If those sta­tis­tics don’t pro­vide a viable argu­ment for mobile app invest­ment, I don’t know what is.

A New Player: The App-Centric Inter­face for the Adobe Mar­ket­ing Cloud

Now I’d like to tell you about the new app-centric inter­face that Adobe pro­vides as part of Adobe Mobile ser­vices for the Adobe Mar­ket­ing Cloud, a new player in the rapidly evolv­ing mobile ecosystem.

  • The inter­face is a team player.

The Adobe Mobile ser­vices inter­face believes that work­ing together is more effec­tive than work­ing in siloed teams. This tech­nol­ogy is built on the premise that you don’t have time to orga­nize the mul­ti­ple facets that must be man­aged to achieve high-value apps. So the inter­face com­mu­ni­cates and works seam­lessly with these vital capa­bil­i­ties: ana­lyt­ics, opti­miza­tion, tar­get­ing, and location.

  • The inter­face is responsive.

The Adobe Mobile ser­vices inter­face responds to and oper­ates with any device, pro­vid­ing you with sim­ple, intu­itive pic­tures (visu­al­iza­tions) and analysis.

  • The inter­face is wise.

As mar­keters, you won’t get over­whelmed with Big Data because the Adobe Mobile ser­vices inter­face pro­vides the insight and analy­sis for you. Then you can use the insight from the inter­face to make wise deci­sions, too.  Key per­for­mance indi­ca­tors for your apps are avail­able at a glance.


  • The inter­face is per­sonal.

The Adobe Mobile ser­vices inter­face helps you get more up-close and per­sonal with your cus­tomer, which is where you need to be. For exam­ple, the inter­face can use app “life­cy­cle” data (such as installs or days since last use) and GPS data to cre­ate cus­tom tar­get­ing para­me­ters. With this capa­bil­ity, teams can present a dif­fer­ent app expe­ri­ence to audi­ences who just down­loaded and installed the app ver­sus exist­ing audi­ences who last used the app five days ago. Addi­tion­ally, you can pro­vide in-app offers to con­sumers who launch your app within a geo-fence or radius around a point-of-interest such as a retail store, sta­dium, or con­cert venue.



This new player, the app-centric inter­face for the Adobe Mar­ket­ing Cloud can and will help orga­ni­za­tions address their mobile chal­lenges. With new play­ers like this one on your team, you will find your­self work­ing smarter, not harder.

To learn more about Adobe Mobile ser­vices for Adobe Mar­ket­ing Cloud, please click here.