Adobe is revamping its marketing cloud and mobile experience manager to hone in on app engagement and analytics for companies.
Enterprises are struggling to focus on app engagement as another touch point to develop loyalty with customers. Adobe's plan, outlined at Mobile World Congress 2016 in Barcelona, revolves around providing analytics and making development costs for apps more reasonable.
"While the mobile Web is dominant, most consumer level consumption is through apps," said Ray Pun, head of product marketing for Adobe's mobile solutions unit. "For example, an app for retailers has the most loyal customers. You have to build a good experience."
Adobe is rolling out Experience Manager Mobile, which will combine tools for digital publishing and managing apps for developers.
For Adobe, the mobile focus revolves around making apps more business critical for enterprises. Features for deep linking, location based notifications, messaging and publishing will be embedded into Adobe's Marketing Cloud. Pun said the mobile tools will cover B2B, B2E and B2C applications.
One major update will be a tool to allow for over the air updates of content. That feature alone will streamline updates since they won't have to go through app stores. Apps would need to be resubmitted to gatekeepers (Google and Apple) for functionality features, but content can be updated on the fly.
Hartford Funds and Under Armour are reference customers for Adobe's new mobile tools.