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Summary

The release of Adobe Experience Manager Mobile makes it easier for designers and marketers to design and build apps that require content from a variety of systems, with developers only required to connect data sources from external systems such as PIM (product information management), ERP (enterprise resource planning), or CRM (customer relationship management). A unified dashboard provides a centralized location for the creation and management of all mobile apps.

Adobe Experience Manager Mobile helps organizations to achieve a mobile-first strategy

Many organizations have adopted a mobile-first mantra when it comes to developing both customer-facing and internal content. However, many use the same software that is used for creating content for delivery to PCs. Although most web content management (WCM) systems now support responsive design, and at the very least support HTML5, which allows content to be optimized for the device it is to be viewed on, this is different from creating dedicated mobile apps.

One of the problems with the creation of mobile apps is that the process can be complex and convoluted, requiring input from designers or marketers who design the apps and developers who create them, with a risk of a return to the days of delays in creating and publishing content. The big advantage of Adobe Experience Manager Mobile is that the input required by developers is limited to building the integrations; most of the app-creation process is carried out by designers and marketers.

Adobe Experience Manager Mobile provides a centralized dashboard through which all mobile apps can be managed, including existing apps that are hybrid or native, as well as new apps built with Experience Manager Mobile. Users are able to measure results and deliver personalized experiences and app services to drive engagement by using Adobe Analytics and Adobe Target.

Adobe needs to keep innovating by making it even easier to create mobile apps and also by ensuring that all content sources and line-of-business applications can be easily connected to the apps, because other vendors are likely to add mobile app creation products to their own portfolios.

Appendix

Further reading

Ovum Decision Matrix: Selecting a Web Content Management Solution, 2014–15, IT014-002915 (April 2014)

Why Organizations Need to Mobile-Enable Their Web Content, IT0014-002929 (July 2014)

Author

Sue Clarke, Senior Analyst, Information Management

sue.clarke@ovum.com

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