Adobe has released its Experience Manager Mobile, which it says will help clients simplify the process of visually building and managing enterprise applications.

The goal is to let developers build apps for work that are as easy to use as consumer apps. The development environment should also enable developers to extend the functionality of these apps by connecting them to critical business data and systems like customer relationship management (CRM) and enterprise resource planning (ERP), according to the company.

Mobile apps are integral to the enterprise, yet brands struggle with how to build, manage and deliver mobile experiences that consumers have grown accustomed to,” said Nick Bogaty, senior director, Adobe Experience Manager Mobile. “Adobe Experience Manager Mobile brings the simplicity, functionality and design that people expect to enterprise apps.

Customers were quick to praise the opportunity. “We believe in a human-centric approach to investing to help our advisors and investors see the big picture when it comes to life and finances,” said Mark Kitson, Director of Digital Marketing, Hartford Funds. “With Adobe Experience Manager Mobile, we’re providing both our sales organisation and our advisor audience with effective, beautifully designed apps that help them stay current on market trends and insights, and interact with customers about their investments and future in a meaningful way. Adobe’s offering enables us to easily, quickly and affordably publish content that ultimately helps increase sales to our advisor customers.

Analysts, meanwhile, saw a potential win for brands on the engagement front.

According to Melissa Webster, Program Vice President, Content and Digital Media Technologies for IDC, “Brands seeking to increase customer engagement and loyalty know just how important it is to deliver standout mobile app experiences. All too often, however, mobile app initiatives remain separate, siloed efforts with little connection to the rest of the brand’s digital experiences — driving up costs and reducing business agility,

It’s time to make mobile apps an integral part of digital experience delivery. Adobe Experience Manager Mobile combines content, management and publishing functionality into one offering that empowers marketers and lets brands realise the full value of their mobile app investments.

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