Adobe has launched Adobe Mobile Services as the latest addition to its Adobe Marketing Cloud.
Available as of Nov. 7, the cloud-based service is geared toward helping marketers improve their users’ in-app experience. It will be fully integrated with the company’s existing Adobe Analytics and Adobe Target tools.
Adobe Mobile Services promises features such as a new user interface, audience testing, more effective in-app optimization, help with managing opt-in and opt-out privacy agreements and, perhaps most strikingly, GPS location targeting that gives retailers the ability to see the position of consumers who use the brand’s app (and have agreed to share location data) while inside their physical shop. This enables them to deliver a more personalized experience.
“You can use their GPS position to know if the consumer is in the retail store, shopping at home or leaving the competitor’s store,” said Ray Pun, Adobe’s strategic marketing manager for mobile. “Based on that information, you can deliver a different experience or offer to engage with that consumer.”
Adobe is already the world’s largest paid mobile analytics vendor, and this addition continues their steady march further into the digital marketing space. As well as in-house program development, Adobe has spent $3.5 billion acquiring 13–14 companies over the last seven years to put together Adobe Marketing Cloud.
As part of their announcement, Adobe also released their latest Digital Index Report on trends in the mobile app ecosystem. Companies are continuing to see higher engagement through mobile apps. Users on tablets spend four times as long using an app than they do in a mobile web session, and smartphone users spend 2.5 times as long in an app session than on the web.
“Our customers are seeing within their own data the significant engagement through mobile apps and they’re really trying to prioritize this channel versus the web,” says Pun.
