Mobile Experience is the Differentiator

AEM Mobile Announcement Main

Mobile is big, but it’s hard. A couple years back, brands rushed to build apps but underestimated everything else that comes after  The question now is not whether you need a mobile presence but how you create one that delivers tangible value. This goes for any app, whether it’s meant for consumers, or built for employees to be more productive at work.

It’s no longer enough to have a mobile presence; delivering compelling experiences is the real differentiator. As brands continue to move their businesses online, mobile will be a primary touch point – one that will transform the way they operate and interact with their audiences. At the same time, consumer expectation is accelerating faster than the ability for brands to address it; app engagement is down, in the midst of rising development and maintenance costs.

As the opportunity and the challenges for delivering a standout mobile experience increase, a successful mobile strategy needs to be rooted in content and data. At Adobe, we help brands take the beautiful content created in Adobe Creative Cloud or Adobe Document Cloud, and use the capabilities of Adobe Marketing Cloud to personalize the content experience across screens, backed with data insights for precise execution.

At Mobile World Congress, we made a series of announcements that cover the full spectrum; from content creation to content optimization; from apps we use in our daily lives to the apps we use at work. Here’s a snapshot:

  • Introducing Adobe Experience Manager Mobile: Brands are struggling with inefficiency and complexity when creating and managing mobile apps. Adobe Experience Manager Mobile aims to change that – enabling companies to make and manage beautiful mobile apps easier than ever before.
  • Introducing new tools for mobile marketers: The Mobile Core Services in Adobe Marketing Cloud provide the tools for teams to improve how they interact with their users. New capabilities for location-based personalization and messaging, as well as a deep linking solution, will deliver better engagement with existing campaigns.
  • Delivering better-than-TV experiences across screens: Support for MPEG-DASH streams in HTML5 via Adobe Primetime will enable consumers to access more content on more devices with less data. It also gives media companies broader consumer reach with high-quality content, dynamic ad insertion into MPEG-DASH streams, and enhanced monetization. For all European football (soccer) fans, we are thrilled to work with French broadcaster M6 to help deliver a multiscreen experience for the 2016 UEFA European Championship (UEFA Euro 2016) this summer.
  • Updating the go-to app for photography: The Lightroom on Android 2.0 app now enables photographers to capture, edit and share DNG raw files directly on an Android smartphone. New features include an in-app Adobe camera with non-destructive shoot-through presets, Split Toning, Point Curve mode in Tone Curve, Dehaze, Targeted Adjustment Tool, and enhanced sharing capabilities to Adobe Premiere Clip.

Follow all the Adobe news at Mobile World Congress on twitter @AdobeMktgCloud

Matt Asay

Matt Asay is vice president of mobile for the Digital Marketing business at Adobe, responsible for charting the Adobe's mobile strategy and extending its lead as the mobile marketing leader. Prior to Adobe, Asay held a range of roles focused on mobile, Big Data and cloud computing: VP of business development, marketing and community at MongoDB, a Big Data database company; VP of business development at real-time analytics company Nodeable (acquired by Appcelerator); VP of business development and interim CEO at mobile HTML5 start-up Strobe (acquired by Facebook); COO at Canonical, a leading cloud vendor; and head of the Americas at Alfresco, a content management startup. Asay is an emeritus board member of the Open Source Initiative (OSI) and holds a J.D. from Stanford, where he focused on open source and other IP licensing issues. Asay writes regular columns for ReadWrite, TechRepublic and InfoWorld.

Matt Asay