Adobe Expects New Integration to Improve Mobile Experiences

3 minute read
Noreen Seebacher avatar

adobe experience managerDPS

How can you drive consistency across rich-content mobile apps and websites? Adobe thinks the answer lies in integrating its Digital Publishing Suite (DPS) and Experience Manager, part of the Adobe Marketing Cloud. The goal is to create a "unified design and publishing process."

Adobe announced the integration today.

In a conversation with CMSWire, Adobe's James Lockman, a senior solutions consultant, and Loni Kao Stark, director of product and industry marketing, described the integration as a way for publishers and brands to create, deliver and measure experiences for customers across content-rich apps like digital magazines and the web — using one set of assets. "We need to bring them together to create a seamless web experience," Lockman said.

Better Together

james lockman

By integrating DPS and Experience Suite, and adding in options like Adobe Analytics, organizations can accelerate application authoring, reduce publishing costs across channels and deliver a consistent brand experience and content marketing strategy on the web and mobile devices.The goal is to make customer experiences seamless across screens of all size, with the focus on mobile.

"We're making the tablet an equal partner for all kinds of interactive content and experiences," Lockman said, calling the new integration a "game changer" for publishers and brands.

Stark, who is also a CMSWire contributor, concurred, adding, "I'm really excited." The new integration is a way for publishers and brands "to effectively and efficiently" publish content-centric apps like digital magazines, sales tools and annual reports for viewing online or offline using tablets and smartphones, she said.

Learning Opportunities

Going Mobile

A recent report commissioned by Adobe confirmed what everyone seems to think: namely, that smart companies are embracing mobile. The survey found 78 percent of enterprises with customer-facing apps have seen a year-over-year increase in the size of their mobile app audiences — and more than two thirds think the number of end users for internal apps has also grown.

But until now, cross-channel digital publishing has remained expensive and time-consuming, Stark said. "We want to give everyone in the organization tools and technologies that they can use to deliver relevant, timely branded content."

Delivering interactive magazines for mobile devices and content for the web used to require separate assets, teams and time. But that’s now a thing of the past, she said.

By combining DPS and Experience Suite, Adobe claims organizations and brands can:

  • Author compelling app content faster — By using Experience Manager's drag-and-drop interface, content and creative assets can be added to responsive HTML templates, which are then synched with DPS.
  • Reduce publishing costs across channels — Creative teams, production staff and business managers can leverage approved creative assets for delivery into content-centric apps, reducing dependence on web production and design staff.
  • Maintain a consistent brand and user experience — Production staff can ensure brand consistency across web and content-centric apps.

Product Demand

Melissa Webster, an analyst who leads IDC's Content and Digital Media Technologies research program, was enthusiastic about the integration. "It's going to be a win-win for customers," she said.

Every single person I talk to is interested in responsive web design.And when I have discussed an integrated option like this, something that will enable them to have one workflow for publishing content across channels, their eyes light up.I  think there is a large market for solutions like this."