BARCELONA, Spain—Adobe is trying to make it easier for companies to quickly make mobile apps with visually appealing content by combining and expanding two existing services.
The San Jose, Calif.-based company's new Adobe Experience Manager Mobile merges Adobe's existing Mobile Digital Publishing Solution and Adobe Experience Manager Apps. The unit was announced this morning in Barcelona on the first day of Mobile World Congress.
Experience Manager Mobile allows companies to access new and existing creative through existing content management systems while also developing new material through other Adobe services like Creative Cloud.
Apps—which can be made for iOS, Android and Windows—can then be integrated with customer relationship and enterprise resource planning systems, along with analytics and various targeting options. A new dashboard also allows companies to manage any number of apps from a single location.
According to Nike Bogaty, head of mobile apps at Adobe, brands struggle with how to build and manage mobile experiences that are both interesting to users and useful to brands. In a blog post explaining the updates, he said current landscape for developing apps is "fragmented."
"Enterprises that want to create a great app experience and maintain and improve that experience over time are left to stitch all of these solutions together," Bogaty wrote. "Involving so many different departments makes it difficult to realize efficient workflows between design, development, marketing and analytics. It's really hard. And it's why most enterprises struggle to create and attract users to apps that are core to their businesses."
A number of companies—including brands such as Under Armour, Black Diamond and DuPont USA—have come on board to try the new service.