Adobe has announced enhancements to its Adobe Mobile Services that now includes an integrated mobile app framework. Mobile Services is offered through the Adobe Marketing Cloud as a product to encompass the mobile app lifecycle from app development and user acquisition to app analytics and user engagement.
The mobile app framework in Adobe Mobile Services brings together app technologies across from the Adobe mobile family including Adobe Experience Manager Apps, Adobe PhoneGap Enterprise, Adobe Analytics – Mobile Apps, and Adobe Target. These platforms are leveraged for functionality with app tools from third party companies Adobe has partnered with to build out its solution.
Development
With Adobe Experience Manager Apps and PhoneGap Enterprise, companies can create apps that run across mobile platforms using web technologies including HTML, CSS and Javascript. The solution utilizes Ionic’s HTML5 programming environment.
User Acquisition
Adobe’s has partnered with Fiksu to add to the Adobe Analytics platform for acquisition of new mobile app users. The platform drives and tracks brand awareness through paid media, app discovery, app installations and more. Support for A/B testing in Adobe Target helps optimize and target content by identifying audiences based on mobile-specific criteria such as device type and operating system. The integration of Kochava’s mobile attribution and analytics solution allows companies to understand what media advertising efforts drive conversion and the effectiveness of their mobile ad spend.
Analytics
Adobe Analytics-Mobile Apps provides insights into mobile app usage including how frequently users launch the app, what paths they take through the app, what link the user clicked on that led to the app download, and more. Apps that instrumented with Adobe’s Mobile SDK are also able to leverage built-in capabilities to change the user experience on the fly and deliver in-app messages. By integrating Crittercism’s application performance management solution, companies will be able to access crash reporting data to understand errors and transactions in detail. In addition, Adobe’s integration with appFigures’ app store analytics platform enables the ability to automatically grab and visualize data on things like sales and download numbers, app rankings and more.
User Engagement
Native support for GPS and iBeacons in Adobe Analytics is enabled with a partnership with Vibes which adds a set of tools to engage with app users and deliver contextually relevant experiences and promotions. The integration of Vibes’ mobile wallet capabilities with Adobe Campaign provides the ability to deliver personalized “passes” for Apple Passbook and Google Wallet.