Last year was big for mobile. According to Adobe’s Digital Index, consumers spent 4x as much time in mobile apps as they did on mobile websites. Apple introduced the iBeacon, paving the way for marketers to reach customers with evermore targeted, location-based content. And mobile apps continued to revolutionize industries. Uber changed the way we catch taxis, Waze leveraged social and location data to predict road congestion, and Nest enabled us to control our home appliances remotely through our smartphone.
As technology evolves, the opportunity for marketers to drive customer loyalty and engagement through mobile apps multiplies. Existing app tools primarily focus only on the developer. We believe this highlights a major gap, as marketers also need ways to directly update content and personalize their mobile app experiences to better deliver value to customers and differentiate from the competition.
That’s why we’re excited to announce a new mobile app development and management offering today – marketed as Adobe Experience Manager apps for marketers and PhoneGap Enterprise for developers. Now, entire teams, from developers and marketers, can create engaging mobile apps that have a greater impact on the business. Organizations can deliver apps faster, modify the app in response to user behavior (without IT resources), and ultimately improve app ROI.
With Experience Manager apps, we’re enabling teams to:
Continuously improve the app experience. Released a great app but your customers aren’t coming back? Need to change the experience to keep them engaged, but updates are taking days, even weeks? With Experience Manager apps, marketers can update the app experience without developer resources using the easy to use drag-and-drop interface in Experience Manager. Updates are published instantly after desired review workflows, without requiring the customer to manually update their app.
Reach all of your customer segments, faster. The question we hear often from teams is “should I build for my iOS or Android users first?” With Experience Manager apps, you no longer have to choose. You can create one app and take advantage of that development work to deliver across channels. You can also embed cross-platform content in your native apps to speed updating time. Loyal customers are left out no more.
Reach across brands without breaking the bank. App development is time consuming, and expensive. Do you want to easily create new apps for different brands? Or perhaps create several campaign apps for different regions? We’re making this easy in Experience Manager. Develop one app, copy and tailor for various channels. Bam – you’re up and running everywhere.
Truly go omni-channel. Your customers move seamlessly between channels. Now, so can you. With Experience Manager apps and the broader offering, you can manage content for web and apps – for desktops, smartphones, tablets, and even digital displays – using one skillset, from one easy to user interface. You can leverage pre-set workflows and approvals to efficiently manage and update the experience everywhere.
In addition to helping marketers tackle the entire app lifecycle, Experience Manager apps also addresses the needs of the developer with Adobe PhoneGap Enterprise, Adobe’s leading cross-platform app development solution. Millions of developers have used PhoneGap to leverage web developer talent to create apps that work across platforms, including iOS and Android. We are working alongside the PhoneGap team to deliver an enterprise solution that offers full Adobe support, easy ways to incorporate native device features (such as camera and geolocation), fast integration with Adobe Marketing Cloud solutions, and a simplified way to test new apps amongst all stakeholders. Reap these benefits in both your native and hybrid apps – technology choice is up to you.
Experience Manager apps, with PhoneGap Enterprise capabilities, combines one of the richest mobile application development platforms with a robust set of tools for marketers, to improve the management of mobile apps from development and deployment to ongoing management and engagement.
Right now, we’re busy working with some great brands and look forward to sharing their success stories in the near future. We hope you’ll stay tuned and in touch.