Adobe launches integrated development platform
Adobe Systems has launched a digital platform that combines development tools and content and application services, making it easier for organizations to build digital content for customers, clients or constituents across evolving social media and mobile devices.
The Adobe Digital Enterprise Platform is a modular, open, standards-based platform for delivering digital solutions across social, Web, mobile and print channels, Adobe officials said.
With ADEP, developers can create content once and deploy it over multiple channels, said Bobby Caudill, solution architect with Adobe's Global Government Solutions. Adobe technology that worked separately has now been integrated onto a platform that addresses the development of digital content from its creation to the optimization of content, Caudill said.
The result is that organizations can engage users across a wide range of digital technologies, including Adobe Flash, Adobe AIR, HTML, PDF and forms, as well as tablet PCs, and mobile and other devices.
ADEP also employs Web analytic technology obtained through Adobe’s acquisition of Omniture to provide marketers with actionable, real-time intelligence about digital strategies from all online initiatives across multiple marketing channels. IT organizations can also use the platform to optimize customer interactions across all lines of business, Adobe officials said.
A lot of products let organizations build Web content and measure online activity, said Shawn McCarthy, a research director with IDC Government Insights, who said he questions the immediate usefulness of ADEP to government agencies.
Perhaps ADEP could be used by agencies to interact with people through social media, he said. “My advice to government agencies is to decide what they are trying to do with it,” McCarthy said. Agencies would have to decide if they need all the capabilities available in the platform. For instance, some people track social media use with something as simple as spreadsheets while others use sophisticated databases.
Web content management is just one aspect of the entire platform, Caudill said. Government agencies could eventually deploy the platform in a private or shared cloud, he said, adding that Adobe’s focus is to make ADEP “cloud-ready.”
Adobe is delivering a new set of Customer Experience Solutions, built on the Adobe Digital Enterprise Platform, to help marketers and line-of-business executives drive personalized, targeted connections and campaigns both online and offline.
Adobe unveiled six Customer Experience Solutions. They include:
- Integrated Content Review: Speeds time-to-market for new marketing campaigns and customer experiences. Improves workflow and processes required to create, review, store and rapidly adapt digital content through different target segments across the entire customer journey.
- Web Experience Management: Attracts new customers by providing business and marketing professionals with a solution for creating, managing and publishing rich content across Web, social, mobile and email.
- Customer Communications: Improves customer loyalty by centralizing and managing the creation, assembly and multi-channel delivery of secure, personalized, interactive correspondence and statements. The solution allows enterprises to generate new revenue sources, reduce costs, improve customer loyalty and meet compliance regulations.
- Social Brand Engagement: Enables enterprises to engage with new and existing customers to create community, driving brand loyalty and commitment on enterprise-owned digital properties in addition to public social media sites.
- Selection and Enrollment: Reduces online abandonment and time-to-market with effective product enrollment experiences and empowers business users to quickly set up and launch online enrollment experiences.
- Unified Workspace: Empowers customer-facing agents to provide superior service by getting fast access to critical information, enabling them to resolve inquiries and cases with accuracy and efficiency.
A subset of these — Web Experience Management, Customer Communications and Integrated Content Review — will be available this summer, with others available over the next six to 12 months.