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.