Mar 06, 2013

Meeting your Visitors’ Mobile Priorities

Posted by Gunnar Klauberg

As mobile Internet use increases, new devices find their way into the pockets of consumers around the globe and tablets replace PC’s, everyone’s feeling the pressure to go and do mobile, sooner rather than later.

But how? App or mobile Web? Native or hybrid? iOS or Android? Responsive? All those options can make things seem confusing.

So let’s start from the consensus: Mobile will be massive!

But that’s about it in terms of common ground. For each product, market, region, age group, and income the needs of the mobile visitor look very different. But, in fact, that’s actually the opportunity for digital and mobile marketers—there is no single truth or recipe for success. The opportunity is to quickly make sense of your customers’ mobile needs and priorities and use the most flexible approach to optimize for success.

With the new release of Adobe Experience Manager (and CQ 5.6)—which we announced today —marketers get the support they need to be flexible and shape spot-on mobile experiences.


Responsive Design including Adaptive Image Delivery

If coherency, re-use and consistency are key ingredients to your mobile mix, you should apply Adobe Experience Manager’s newly extended responsive design capabilities. With a bit more effort in the design phase, marketers can be sure target device resolutions and orientations are supported and provide visitors a very consistent mobile experience across them. On top of the usual WYSIWYG authoring capabilities, Adobe Experience Manager now features preview capabilities for responsive design and support for adaptive image delivery. The latter is a key innovation and of great importance in taking limited mobile bandwidth into account and delivering the optimal resolution image, not simply scaling down desktop-sized images in the browser.

Adaptive Mobile Sites

For cases where marketers need a very specific, dedicated and optimized experience for–let’s say–the very promising commerce use case on iPads, Adobe Experience Manager features device recognition capabilities and support for dedicated experiences specifically to the class of device of your choice. This allows WYSIWYG authoring and preview where existing assets and content can also be reused.

Managed Mobile Apps

And, finally, for mobile apps, Adobe Experience Manager users can rely on our Mobile Add-on to extend the experience via content synchronized with enabled native apps, or even build the whole experience using Adobe PhoneGap. This fully integrates the app management and update process into Adobe Experience Manager Mobile using the usual Web skills around HTML5, CSS3 and JS. It also avoids the hassle of letting required Objective-C skills for the app development dictate a different development approach and team.

With the new Adobe Experience Manager and our Mobile Add-on, marketers can concentrate on their customers’ mobile priorities, and avoid letting technology decisions lead them into dead-end situations. All existing creative and business process integrations, analytics and targeting capabilities also make the mobile experience more immediate and personally relevant to the context of the customer.

Gunnar Klauberg


To find out more about all the new capabilities in Adobe Experience Manager, join us for a live webinar on March 27th or April 10thSign up today to discover how you can easily organize and manage the delivery of content and creative assets across all your digital marketing channels, including web, mobile, social media, and video.