Adobe Receives High Scores by Gartner in B2C Informational and B2E Simple Use Cases for Mobile App Development
Most companies seem to understand that they need to not only invest more in mobile apps, but also have a strategy in place to actually develop engaging mobile apps. According to Gartner, “by 2020, more than 75% of enterprises will have adopted at least one mobile app-development platform (MADP) to accelerate their digital business transformation strategy”. We believe this is a huge step in the right direction, as using mobile app-development technology can save your enterprise time and money both when developing a mobile app from scratch and while maintaining your app and app experience with updated content. Still, not all MADPs are created equal. Each has its own strengths and weaknesses — its own critical capabilities. Thus, to choose the right MADP for your business, it’s crucial that you understand where each excels.
Gartner recently named Adobe Experience Manager (AEM) as one of the top solutions in the B2C Informational and B2E Simple Use Cases in the mobile app-development space (in addition to being named a Leader in the Gartner Magic Quadrant for Mobile App Development Platforms). We have found that working with clients on these types of apps has given us the ability to hone in on what’s really important when it comes to developing a mobile app that’s powerful and engaging.
Centralized Content Drives Engaging Mobile Experiences.
It’s no secret that users today are navigating their brand experiences across a multitude of devices. It’s not at all unusual for a user to dive into an app on his tablet only to continue his experience later from his phone. At the end of the day, users expect to have the same experience — including easy access to up-to-date and relevant content — across all channels and devices. Unfortunately, many content publishing teams are working in silos, making it difficult — if not impossible — for brands to publish content frequently in their apps so that their users will have the content they need at their fingertips regardless of the devices they are using. With silos among teams, brands may already have this consistency down in other owned media, but their apps often suffer.
A central content management system allows your teams to work more efficiently and publish the timeliest of content more frequently in your app. Look for a content management system that provides a unified dashboard that allows you to control all your company’s apps as well as publish across platforms and devices. This will make it easy to keep all content up to date and, in turn, encourage repeat visitors since users can always count on fresh content that’s truly engaging.
BNP Paribas is a global bank with a content-driven B2C mobile app that focuses on industry-relevant market research and trends. Their high-wealth clients expect frequent communications that deliver relevant and timely information about their banking and investment needs. BNP Paribas competes heavily with other banks to deliver the experiences their clients demand. To do so effectively, they must be able to quickly and easily leverage all the resources their clients could find valuable, including:
- Financial advisors
- The bank’s website
- A highly curated app
- Breaking news that could affect investments, and
- Over 23,000 pages of content created annually by investments specialists.
The bank found their mobile app solution by using AEM Mobile with AEM Sites, which enabled them to create an app that takes advantage of shared content management and authoring capabilities. Assets created for the app could be easily pushed to their AEM-powered websites (and vice versa), creating the consistent, relevant, and real-time experiences their clients demand across all channels. As a result, BNP Paribas’s clients are delighted to receive continuously up-to-date market investment trends, and the bank enjoys the workflow efficiencies that resulted from being able to deliver across web and mobile apps with a click of the mouse. In the end, their clients showed their appreciation with increased loyalty and engagement:
- 70 percent of users visit the app daily; and
- 25 percent of users engage for more than 10 minutes a day.
AEM Mobile Empowers Enterprises.
It’s widely acknowledged that the most successful B2C apps do a great job of engaging their users — this is true in internally facing apps as well. In fact, according to Adobe’s 2016 Enterprise Mobile Apps Report, 66 percent of enterprises report that the number of employees engaging with their B2E mobile apps has increased year over year. DuPont’s crop-protection division has reps around the world who strive to show farmers how to better protect their crops. They already power their website using AEM Sites. Since that content is centrally managed to support the AEM Sites, they can easily create a more connected experience for their mobile app as well. DuPont’s mobile app empowers its employees by providing content — such as sales sheets, product specifications, and more — right at their fingertips, even in rural areas where Internet connectivity isn’t available. AEM enables DuPont to streamline their employees’ workflows and give them access to sales collateral they may need in the field. As a result, they not only save $1 million globally by using this solution, but also cut their time to market for mobile apps by 50 percent.
Similarly, REI created an employee sales enablement app that nearly all their employees claim is a valuable resource. Their goal was to create a mobile floor-set guide for their retail associates rather than a printed version. Previous print versions of the floor-set guide were frequently out of date, leading to brand inconsistency as well as frustration for both consumers and retail associates. However, with the mobile version, REI can provide interactive content and regular updates to all 140 stores.
Integrated Solutions, Capabilities, and Features Help Brands Boost Engagement.
Whether your enterprise relies on B2C apps, B2E apps, or both, integrated solutions are accessible via Adobe Marketing Cloud that will allow you to manage the experience and optimization for the greatest engagement. For example, with integrated analytics, you can easily see how people are using your app, what content is performing best, and what isn’t working to drive engagement. With this information, you can optimize the content and features to improve the user experience as well as employ convenience features that boost engagement — such as push notifications that remind users when contextually relevant content becomes available or that encourage users to revisit the app and even share its content.
In addition, you can integrate the app with already available features and capabilities on users’ mobile devices to create engaging experiences users will come back to again and again. The Natural History Museum in London wanted to create a multilingual, contextual experience for its guests. So, using AEM Mobile, they created an app that leverages content from AEM Sites, enabling efficient, cross-channel publishing. The app includes interactive maps and guides for popular displays and contextual information based on the user’s location within the museum as well as upselling and ticket-purchasing options. Content that crosses channels — like event calendars, for instance — is managed from AEM Sites, so updates are automatically applied to both the website and the mobile app. All this creates a highly engaging, on-the-go experience that keeps visitors coming back to the app every time they visit.
Creating an app that is both engaging and easy to use is critical for mobile app success. It does no good to create a mobile app that no one will use. AEM Mobile helps you to create a nimble mobile app that adapts to market and customer demands. Plus, the apps you design can be easily managed by business users, ultimately reducing the need to reach out to developers for app-content updates. And, they can be used with other solutions, capabilities, and features to create the relevant, engaging experiences users have come to expect regardless of channel or device. Choosing the right MADP can influence how quickly you get to market, how easily you can manage your app, and ultimately, how engaged your end users may be. AEM empowers you to develop the app you need to take your enterprise to the next level — even if you are resource-constrained.
Gartner Magic Quadrant for Mobile App Development Platforms, Jason Wong, Van L. Baker, 15, June 2016.
Gartner Critical Capabilities for Mobile Application Development Platforms, Jason Wong, Van L. Baker, 09 August 2016.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.