TOUCHING

THE INFINITE.
A report on the 2017 Adobe Mobile Maturity Survey.
TABLE OF CONTENTS

3 Introduction­—We are
approaching infinity.
30 Analyze—Novel tools expand
understanding.

6 Strategy—Realign as the center

of the universe shifts.
33 Engage—Provide relevance
wherever your customers land.

16 Manage—Extraordinary
experiences are now ordinary.
36 Optimize—Enhance endless
experiences.

26 Acquire­—Billions could
gravitate to the right strategy.
38 Conclusion—Chart your path
to the infinite.

2017 | Touching the infinite. 2

INTRODUCTION

We are approaching INFINITY.

When most of us look at the night sky, we see millions Only in the 1990s did automated telescopes come into use that could observe galaxies
at the same speed that Evans has since 1955. But even a stargazer as skilled as Evans
of pinpoints of light. But when Australian Robert Evans could view galaxies only in our neighborhood until the launch of the Hubble telescope
in 1990. Since then, Hubble has captured more than a million images, including sights
looks up, it’s as though he’s seeing the well-known faces of like galaxies as they appeared 13 billion years ago.2
longtime friends. Evans is the world’s foremost supernova But move over, Hubble. Using advanced technology, the next-generation James Webb
hunter. He has memorized the starfield foregrounds and Space Telescope (Webb) will extend Hubble’s discoveries.3 By searching for nascent
galaxies and luminous objects formed shortly after the Big Bang, Webb will get as close
positions of around 1,500 galaxies.1 And just by looking to seeing infinity as we can imagine.

through a telescope, he can see changes. Similiarly, mobile technology has reached a point where the possibilities seem endless.
As capabilities and business models evolve, they enable us to access limitless goods
and services, connected devices, and digital experiences at any point and time.

The companies taking advantage of this phenomenon—the Amazons, Ubers, and

Apples—recognize that they are no longer in the business of creating products and
services. They are in the business of using products and services to create ultimate
experiences. Companies like these set your customers’ expectations for experiences—
and if you want to be competitive, you must deliver to the same standard. And that
requires mobile maturity.

2017 | Touching the infinite. 3

The mobile big bang starts NOW.

You need to be where your customers are—and In fact, mobile is changing how people shop. It’s likely
they’re on mobile, particularly on their smartphones. mobile will play a role at many points along your
Adobe surveyed more than 4,000 consumers in the customer’s journey—from research and reviews to
United States and Europe on their mobile behavior and cost comparison and purchase.
found that 92 percent of respondents consider their
smartphones to be their primary device.4 In fact, the Understanding how mobile enables connected
average user checks his smartphone 85 times a day.5 experiences across a customer’s journey is the
Collectively, Americans check their phones 8 billion key. Consider retail alone: Smartphone traffic is
times a day.6 cannibalizing desktop traffic on retail websites. In fact,
visits to retail websites on mobile devices will eclipse
Mobile dominates in both number of desktop by Q1 2018.9 And although desktop remains
visits and time spent online: king when it comes to revenue, expect mobile retail
revenue to catch up later in 2018.
• Smartphones are not just used on the go: Mobile
is replacing desktop as the primary means of The reason retail revenue lags in amount of traffic is
online access in the home. simple—it’s due to the customer experience. Customers
• Mobile represents almost two out of every three may be spending more time on mobile, but they
digital media minutes.7 aren’t spending as much money. The opportunity
• More than 50 percent of searches happen on across all verticals, from financial services to high tech,
mobile devices.8 lies in creating highly engaging, personalized mobile
experiences that encourage conversion.

2017 | Touching the infinite. 4

Mobile maturity powers a world of LIMITLESS possibilities.

The best way to move your organization toward a mobile-centric world is to

incrementally develop the digital skills that support your strategy. Throughout
this guide, we’ll share the learnings from the 2017 Adobe Mobile Maturity
Survey, which checked in with mobile marketing decision-makers across
verticals and their IT counterparts.10 The survey benchmarks mobile marketing
and development tactics and investments, and evaluates leading companies’
progress toward increasing mobile maturity and being mobile-first. We use
information from these leaders to chart a course for you.

2017 | Touching the infinite. 5

S T R AT E G Y

REALIGN as the center of the universe shifts.

Every day, the sun appears to spin around us. Every night, Likewise for marketers, the center of the universe is shifting. For years, the digital model
had desktop at the center, with all the other marketing channels—from search to
the moon and an infinite number of stars follow the same social, mobile to video—revolving around it. But now mobile has moved to the middle,
enabling you to deliver experiences that not only are standout mobile experiences but
path. So it’s not surprising that ancient peoples believed also strengthen all your other channels.
the universe centered on earth. And that view remained This isn’t just mobile for mobile’s sake, but mobile optimized from the get-go, so touch
until the Polish scholar Nicolaus Copernicus proposed and swipe enable a fast, frictionless experience. And although mobile generally means
smartphones (and tablets to a lesser extent), it’s started to encompass Internet of Things
the sun as the center, with the earth, planets, and stars devices and wearables as well.

moving around it. Today we accept a sun-centered

universe as our home, a solar system perched on an arm
of the Milky Way, the portal to millions of galaxies and to
the edge of space and time.

2017 | Touching the infinite. 6

Yet almost two-thirds of respondents surveyed for the Adobe Quarterly Digital
Intelligence Briefing on Mobile continue to focus on a channel-centric view with
desktop at the center.11 But look at just one way that mobile helps to increase the Mobile Maturity
relevance of customer communications: location. Sure you can ask your customer using
a desktop where she is, but she won’t cart it around with her. Customers increasingly
expect companies to know their physical location, so they can offer smarter searches,
directions, weather, locale-specific promotions, and photo tagging. Today you cannot Customer Cross
experience channel
be a breakthrough experience company if your universe doesn’t revolve around mobile.
This includes having the maturity to make your mobile capabilities ubiquitous. Marketing
Your competition is no longer other companies in the same industry. Your competition Old strategy / DESKTOP Driver
focus
is other companies delivering exceptional experiences on mobile, like Uber and
Starbucks. They are discovering ways to make life better for customers and, in doing
Mobile Data driven
so, are changing why customers choose brands. After all, if you can get a perfect ride
or favorite coffee drink exactly when and where you want it, then you ought to be able
to customize just about anything else too, from hotel check-in to loan application to
grocery delivery.

Customer Cross
experience channel

Marketing
New strategy / MOBILE Driver
focus

Mobile Data driven

2017 | Touching the infinite. 7

Businesses struggle to mobilize. The most important and critical step: Make mobile your driving force for customer
experiences. The majority of leading marketers have had a well-defined mobile
strategy for at least two years, and even longer for those in the media and
entertainment industry. Marketing and IT leaders have started by implementing a
mobile strategy as the driving force. About half of marketing decision-makers say their
of marketers have a mobile strategy currently contributes to cross-channel, data-driven, and customer-
well-defined mobile
experience efforts. Roughly a third say mobile strategy now drives those efforts.

20% strategy, according to

a recent global survey
conducted by Adobe and
Econsultancy.12
Best Describes Organization's Mobile Strategy
Cross Channel efforts
28% 53% 14% 5%

of companies cite a lack Data-Driven efforts

40%
of resources—including
31% 49% 14% 6%
budget and staff—as
the top challenge.13
Customer Experience efforts
39% 47% 10% 3%

Mobile drives strategy Mobile contributes

and programs to strategy and programs
indicate a lack of
Mobile operates Mobile does not
23%
mobile expertise,
including knowledge independently from directly contribute to
and understanding strategy and programs strategy and programs
within the organization.14
Base: Total Marketing Respondents (excluding ‘Not sure / don’t know’)

2017 | Touching the infinite. 8

Mobile websites and apps Marketing
are both a critical part of the
Importance to Length of Time Had
mobile strategy for leaders. Marketing Strategy Well-defined Strategy
Mobile Apps Mobile Apps
35% 44% 16% <1% 16% 41% 30% 9% 4%
4%
Mobile Websites Mobile Websites
43% 45% 11% <1% 16% 39% 34% 8% 3%

<1%

Extremely important Very important Greater than 5 years 2 to 5 years

Somewhat important Not too important 1 to 2 years Less than 1 year
Not at all important Don't have well-defined strategy

IT

Importance to Length of Time Had

Marketing Strategy Well-defined Strategy

42% 48% 10% 12% 60% 26% 2%

Extremely important Very important Greater than 5 years 2 to 5 years

Somewhat important Not too important 1 to 2 years Less than 1 year
Not at all important Don't have well-defined strategy

Base: Total Marketing Respondents n=254 ^Base excludes Not Sure/Don’t Know
Base: Total IT Respondents n=50 ^Base excludes Not Sure/Don’t Know

2017 | Touching the infinite. 9

Some 79 percent of marketing Group(s) that Owns the Mobile Apps Strategy
decision-makers rank mobile apps
Marketing 39% 20%
as very or extremely important,
Advertising 15% 10%
and 88 percent feel the same about
Media 18% 10%
mobile websites. IT reported mobile IT 18% 86%
apps were even more critical. Product Management 13% 10%
Digital 22% 22%
Almost two-fifths of marketing Sales 16% 8%

decision-makers say that marketing Strategic Planning 10% 10%

E-Commerce
owns the strategy for mobile apps 15% 18%
Brand / Product Planning 17% 12%
in their organization, sharing it with
Account Management 11% 2%
other departments. In contrast, Consulting 6% 2% Marketing
nearly all IT decision-makers claim Other 1% / 2% IT
the IT department is responsible. Base: Total Respondents (Marketing n=254; IT n=50)

2017 | Touching the infinite. 10

Invest in mobile EXPLOSION.

Marketing IT
Annual Investment in Development Annual Investment in Development

Mobile Apps Mobile Apps

23% 28% 26% 19% 5% 15% 23% 38% 17% 8%
Mean: $4.2M Mean: $4.8M

Mobile Websites Mobile Websites

17% 29% 26% 21% 7% 12% 24% 27% 33% 4%
Mean: $4.9M Mean: $5.1M

Less than $500K $500K to $1M Less than $500K $500K to $1M
$1M to less than $5M $5M to less than $20M $1M to less than $5M $5M to less than $20M
$20M or more $20M or more

Base: Total Marketing Respondents ^Base excludes Not Sure/Don’t Know Base: Total IT Respondents ^Base excludes Not Sure/Don’t Know

Our survey findings show that a significant slice of technology spend is allocated to creating, measuring, and optimizing
mobile. Budgets have held steady, but most expect these expenditures to increase next year.

2017 | Touching the infinite. 11

 Budget Change for 2017

Mobile Apps
60% 38% 2%

Mobile Websites
69% 29% 2%

Increase Stay the same Decrease Base: Total Marketing Respondents excluding Not sure / Don’t know

Annual development investment ranges from US$4.2 to US$4.8 million for apps and US$4.9 to US$5.1 million for websites,
2016 | Four essential elements for digital maturity.

according to both marketers and IT decision-makers. Consistent with last year, one-third of digital marketing spend is
being devoted to mobile marketing programs to drive customer acquisition.

2017 | Touching the infinite. 12

According to marketing decision-makers, on average, 30 to 40 percent of their overall technology spend is allocated to
the mobile app or web experience. IT decision-makers report significantly less spend on mobile websites as a proportion
of their budgets.

Marketing IT
% of Technology Spend Allocation % of Technology Spend Allocation

Mobile Apps Mobile Apps

39% 32% 22% 7% 54% 34% 7% 5%
Mean: 33.5% Mean: 25.9%

Mobile Websites Mobile Websites

28% 29% 26% 17% 49% 37% 10% 5%
Mean: 42.8% Mean: 29.9%

0-24% 25-49% 0-24% 25-49%

50-74% 75-100% 50-74% 75-100%

Base: Total Marketing Respondents excluding Not sure / Don’t know Base: Total IT Respondents excluding Not sure / Don’t know

2017 | Touching the infinite. 13

Get your TEAM on board.

Leading companies invest in people too. Companies that break Organization Has Central Mobile Leadership Team
down silos, foster communication, and deliver customer value
are quickly rewarded.
Marketing IT
Eight-five percent of marketing decision-makers and 94
percent of IT decision-makers say their organization has a
Not sure / Not sure /
centralized mobile leadership team in charge of the consumer Don't know, Don't know, 2%
2%
mobile experience. No, 4%
No, 12%

Both groups report most teams have key performance

Yes, 86% Yes, 94%
indicators in place to measure effectiveness.

The vast majority of companies report a dedicated mobile

app team, although IT decision-makers are even more likely
to report this. But recall what we said about the rewards of
breaking down silos—a dedicated team shouldn’t mean that
mobile capabilities aren’t considered across campaigns and the
Teams Have KPIs to Measure Effectiveness
organization.

Mobile teams generally have fewer than 50 members,

Marketing IT
although B2B/high tech reports the largest groups. But over
Not sure /
half of marketing and IT decision-makers say they expect the Don't know,
4% No, they
teams to grow in the next year. Yes, all of do not, Yes, all of
No, they them do, 4% them do,
do not, 39% 40%
2%

Yes, some of Yes,

them do, 55% some of
them do,
56%

Base: Total Respondents

2017 | Touching the infinite. 14

Have Team Dedicated to Creating There is still widespread use of agency developers to build at least
and Publishing Mobile Apps some apps, though fewer organizations are now using them for all
80% mobile app development.
90%
Base: Marketing
When you’re structuring your organization, consider the next step in
your journey toward digital maturity.15 Independent teams distributed
for local optimization are often the starting point, followed by teams
Plans to Increase Full-time Staff
Members on Mobile App Team more centralized for efficiency. The ultimate solution may be a
federated approach, with centralized headquarters that make key
55%
decisions and local teams that execute depending on language, culture,
56%
Base: Have Mobile App Team
trends, economics, and other factors.

Marketing
“Mobile’s not something that can
IT
be successful at The Home Depot
with a small team of ninjas. We
need to have the entire company
behind the effort.”

MATT JONES
general manager of mobile, Home Depot16

2017 | Touching the infinite. 15

MANAGE

Extraordinary experiences are now ORDINARY.

Today your customers can participate in a boundless variety
of experiences here and throughout the galaxy via web, apps,
and the Internet of Things, plus augmented and virtual reality.
Your job is to create experiences that have your customers
clamoring to return to your world.

Today, that world can include mobile apps and mobile

web—they are not mutually exclusive. As our survey shows,
although 47 percent of marketing decision-makers today are
prioritizing or shifting to apps, only 36 percent of IT decision-
makers agree with that strategy.

2017 | Touching the infinite. 16

 Focus of Organization's Mobile Efforts

Marketing
40% 7% 21% 8% 24%

IT
26% 10% 26% 8% 30%

Prioritize apps Shifting to apps Both equal Shifting to web Prioritize web Base: Total Respondents

Some 38 percent of IT decision-makers are prioritizing or shifting to mobile web, but only 32 percent of marketing decision-
makers say the same. Financial services decision-makers prioritize web and apps equally. To anticipate your customers
needs, you need to support both.

2017 | Touching the infinite. 17

The development priority for mobile web right now is responsive sites for both smartphones and tablets,
followed by smartphone-specific and then tablet-specific sites. That’s true even more this year than last among
IT decision-makers.

For the best customer experience, it’s important to build a strong foundation for your content that can scale to meet
the needs of different engines. It’s also critical to build sites that work beautifully in the mobile environment—in other
words, that aren’t squeezed versions of a desktop website.

Currently Have a Mobile Website That Is...

A responsive site suitable for 81%

both smartphones and tablets
90%

Designed specifically 74%

for smartphones
(e.g., m.company.com) 78%

52%
Designed specifically for tablets
56%

Marketing IT Base: Total Respondents

2017 | Touching the infinite. 18

Survey respondents indicated that in this year, progressive mobile web Progressive web apps:
experiences and design/layout will be a more important focus for mobile than When two worlds
collide.
video, user-generated content, or the streamlining of mobile payments.
Progressive web apps allow an app-like
But although video and user-generated content may not take priority yet, user experience on a mobile browser. They
blend features of both for an interactive
they can also be critical to a strong digital foundation. experience that keeps the web’s strengths.
Users can interact with mobile web pages
that have the look, feel, and functionality of
an app—including push notifications, offline
Importance of Mobile Web Experience Areas for accessibility, and the capability to add a
Organization to Focus on in 2017 shortcut to the home screen—without having
to visit an app store.
Marketing These web apps load quickly and eliminate
Progressive mobile web experience steps required to access information or features
44% 35% 17% 2%/2%
directly from a website. Built-in intelligence
Streamlined checkout / pay for mobile 38% 29% 25% 5% 2% that captures user behaviors and preferences
Video content 34% 36% 24% 4%/2% lets you customize them to deliver more
Design and layout personalized experiences.
42% 35% 18% 3%/2%
User-generated content 34% 30% 24% 8% 3% And although apps can be siloed, progressive
web apps break down these barriers to make
experiences more connected. For example, a
IT progressive web app for a hotel may connect
to an events site to offer visitors tickets to in-
Progressive mobile web experience 48% 27% 15% 8% 2%
town happenings.
Streamlined checkout / pay for mobile 35% 30% 15% 9% 11%
Video content 22% 37% 22% 14% 4%
Design and layout 35% 45% 8% 6% 6%
User-generated content 21% 28% 38% 4% 9%

Much more Somewhat No change Somewhat less Much less

important more important

Base: Total Respondents (excluding ‘Not sure / don’t know’)

2017 | Touching the infinite. 19

COUNTING APPS like counting stars.
Survey respondents report that the number of apps being managed this year is similar to that of last year:
Marketing decision-makers count 17, and IT decision-makers say 21—but that may include internal apps.

Mobile Apps App Marketplaces Used

Currently Available Designed for Designed

for Download Smartphones for Tablets

3% 1% 18% 72%
None Apple App Store
4% 0% 6% 68%

54% 59% 54% 74%

1-10 apps Google Play
34% 46% 55% 72%

19% 19% 16% 36%

11-20 apps Amazon Store
28% 31% 23% 44%

13% 14% 8% 26%

21-40 apps Windows Store
18% 13% 13% 38%

4% 4% 3% 2%
41-60 apps Other
8% 8% 2% 2%

More than 6% 3% 2% Not sure / 6%

60 apps 8% 2% 0% Don't know 4%

17% 15% 10%

Used#
21% 17% 12% Marketing IT
Base: Marketing; IT

2017 | Touching the infinite. 20

Fewer apps were designed for tablets this year, but Primary Mobile App Use Cases
regardless of the device, the Apple App Store and
Google Play remain the top choices for publishing.
69%
Yet, a winning strategy for apps is not a numbers Customer loyalty
74%
game. While new apps are made every day, the app
graveyard is also filling up fast. But the rewards are 63%
Brand awareness
there if you create a winner—putting features in the 66%
your customers’ hands that add value to where, when,
and how they interact with your brand. Although the 15%
m-Commerce
average app saw 24 percent growth year-over-year, 32%
the top 20 percent saw 104 percent growth in app
launches.17 Four in five executives think mobile apps 45%
Sales enablement
are integral to their organizations and businesses. 56%
Eighty-five percent believe they will be the dominant
25%
interface for the future.18 Employee productivity
34%
Most marketers and IT decision-makers still report
10%
using apps as extensions of their web strategy. Given Field services
their role as an extender, it’s critical to sync up apps 18%
with experiences on other channels and to ensure
5%
consistency. The primary mobile app use cases are Other
0%
varied, although customer loyalty and brand awareness
lead among both marketing and IT. This year, loyalty 4%
Not sure / Don't know Marketing
was elevated among marketing decision-makers.
2%
IT
As you might expect, loyalty is critical in retail, while Base: Total Respondents
sales enablement ranks higher in financial services.

2017 | Touching the infinite. 21

Over its lifetime, the average cost for an enterprise to update Use 3rd Party Agency 22% 44% 66%
and maintain an app is US$750,000 to US$1.5 million.19 Many
of the costs lie in maintaining an app—making sure it’s up
Developers to Build
to date with the latest operating system versions, keeping Mobile Apps
content fresh, and building out engagement features. 14% 48% 62%
For all For some
Half of marketing decision-makers in our survey report that mobile apps mobile apps
their organization builds both native and hybrid mobile
apps. That’s lower than the development levels that IT
Build Native Mobile Apps 54%
decision-makers report, although IT notes a year-over-year
(e.g., Objective C, Java, etc.)
decline in native app building.
66%
The average time it takes to build and deploy native apps
is 9 to 18 months.20 That may be why about two-thirds of
Build Hybrid Mobile Apps 51%
companies surveyed still use agency developers to build at
(e.g., using HTML5, etc.)
least some of their mobile apps. Also, most dedicated in-
house mobile app teams build not just customer-facing apps,
72%
but enterprise apps as well. That divides their time but gives
the team a better chance of developing the expertise of a Base: Total Respondents Marketing IT
comprehensive mobile center of excellence.

"The average time it takes to build and deploy

native apps is 9 to 18 months.”

Mobile App Marketing

Team's Focus 64% 22% 14%

IT
67% 13% 20%

Mix Customer-facing apps Enterprise Apps

Base: Have Mobile App Team

2017 | Touching the infinite. 22

 Both marketing and IT decision-makers report developers are primarily responsible for But both groups were equally likely to have teams that need to update content
mobile app content updates. Marketing decision-makers were less likely than last year without IT assistance.
to claim marketers are also responsible.

Primary Mobile App Use Cases Teams Update App Content

Without IT Assistance
50%
Developers
52% 44% 28% 72%
20%
Marketers 44% 20% 64%
18%
Already Would like
20%
Web administrators doing to do
20%

4%
Business users Marketing IT
8%
Base: Total Respondents

2%
Other
0%

3%
Not sure / Don't know
2%

2017 | Touching the infinite. 23

As the demand increases for content to drive relevant and personal experiences, so The survey reports frequent mobile app updates, with close to half updating at
does the need for non-techies to be able to publish or push both due to time limitations. least every three months—although media and entertainment may update less
Otherwise the customer experience can be woefully out of date by the time it is in the than once a year. Processing and publishing app updates generally take less than a
consumers’ hands. month. Both activities show an increase in frequency among marketing decision-
makers this year.

Frequency of Mobile Apps Updates Time to Process/Publish Updates to Apps

46% 17%
Every 3 months or more Less than a week
44% 12%

28% 19%
Every 4-6 months 1 to less than 2 weeks
34% 24%

19%
9% 2 to less than 3 weeks
Every 7-9 months 22%
14%
13%
6% 3 weeks to less than 1 month
Every 10-12 months 14%
4%
8%
1 to less than 2 months
4% 18%
Less than once a year
2%
4%
2 to less than 3 months
7% 4%
Not sure / Don't know
2% 2%
3 to less than 6 months
2%
4%
6 months or more
0%

Marketing IT 14%
Not sure / Don't know
Base: Total Respondents
4%

2017 | Touching the infinite. 24

Developers can use three steps to create and Home Depot picks the right
deliver more apps that customers will use:21 tool for the job.
1. Reduce time to market by using designers and marketers to speed up production. Home Depot provides both a mobile website and
Let designers design the full app experience and marketers use content management apps. The company intended mobile web to serve
tools to create, manage, and publish content. do-it-yourselfers hungry for content and convenience,
even if they visit Home Depot just once a quarter.
2. Reduce costs by reusing content and leveraging integrated mobile app services. Home Depot added localization so these users can
Marketers can use digital asset management to store assets and their content access real-time inventory, pricing, and aisle location
management system to deliver across channels. They ideally will have tools to update for their neighborhood stores.
content within apps without resubmitting them to the app store.
The free Home Depot app targets pros like contractors,
3. Make mobile apps invaluable by integrating with core systems. painters, and plumbers who want to save time during
Solve business problems by connecting to corporate systems that provide CRM, almost daily trips to the store. They can stay on the job
inventory, ticketing, or ordering information. If developers step away from design and site while they check local store inventory and order
updates, they can spend more time creating components, connections, and templates to materials that will be ready for pickup when they arrive.
generate more mobile-specific value. For example, by tapping into device-specific features
Still, you can’t dictate whether your customers
including cameras, mobile wallets, accelerometers, and GPS, developers can create
will use the web or apps. “What we’ve learned
mobile moments that stand out.
over time was that really, you need to be great at
both, because your customers are not so neatly
segmented,” says Matt Jones. 22

2017 | Touching the infinite. 25

ACQUIRE

BILLIONS could gravitate to the right strategy.

In the next decade, 3 billion people, mostly in developing
countries, will come online and experience the benefits
that those of us on our 10th mobile phone take for
granted. Through mobile websites and especially apps,
these potential customers will access a world of almost
unlimited potential.

Almost 60 percent of total online time is now spent on

mobile apps. 23 But even if your app is among the best,
users won’t show up unless you have the right acquisition
strategy in place. The average cost per acquisition
continues to climb, with costs of US$2.57 for Android
apps and US$3.99 for iOS apps reported
in late 2015. 24 But after 90 days, the retention rate
drops to 4 percent. 25

2017 | Touching the infinite. 26

You don’t want to spend even US$2.57 per new user if 96 out of 100 bail after Marketing tactics for customer acquisition include paid, owned, and earned media.
90 days. On the other hand, you do want to spend US$2.50 if you get a lifetime Paid media is still chosen most often to drive customer acquisition for mobile apps,
customer for the investment. Marketers have an opportunity if they can keep down but owned media edges out paid media for mobile websites.
acquisition cost and create valuable apps that increase lifetime customer value. By a
valuable app, we mean one that customers will integrate naturally into their routine
to enhance their experience, whether they are making reservations, comparing
.
products, scanning barcodes for details, or getting rewards.
Media Used to Drive Customer Acquisition
On average, marketing decision-makers report that they spend about one-third of
their digital marketing budget on mobile marketing programs.
Mobile Apps Mobile Websites

Paid media 77% 60%

% of Mobile Marketing Spend Allocation

Owned media 64% 69%

Marketing
Earned media 55% 52%
32% 35% 24% 8%

0-24% 25-49% 50-74% 75-100% None of the above 9% 9%

Base: Total Marketing Respondents ^Base excludes Not Sure/Don’t Know Base: Total Respondents

The winning formula to balance acquisition and cost: Start with owned
media for both.

Make sure your owned media gives potential customers a real incentive to
download your mobile app, and then go from there. One example of owned
media is your email list. With email channel ROI at US$39 for every US$1
spent, 26 promoting your app to existing customers via email makes sense. Other
examples of owned media include social media and your website. Use your
home page to highlight a better experience on your mobile app—it not only is
highly effective but also almost free.

2017 | Touching the infinite. 27

Owned media isn’t limited to digital channels. Physical environments, like stores Good ratings—or improvements based on bad ones—can both help you get
for retailers, provide an opportunity to display signage or engage in customer better reviews and increase downloads from the app store.
interactions that encourage them to download your app.
Marketing and IT decision-makers still consider paid media the most effective.
Don’t overlook earned media either. Customer reviews of your app can be Search and social are thought to be more effective than display ads and video for
persuasive for users considering a download or even looking for an app through acquiring mobile app and website users.
organic search. Prompt your most loyal, engaged users, based on their actions
(like using certain features or returning to the app X number of times), to tell you Only small minorities consider any of the paid media tested as ineffective.
how they’re enjoying their experience. Many apps employ the tactic of asking in
a dialog box, “How are you liking your experience?” If the customer clicks on a
smiley face or clicks four or more stars, the app asks the customer to support the
app by leaving a review.

Effectiveness of Paid Media in Acquiring Mobile App Users

Search Extremely effective
33% 42% 21% 3%
Display 27% 32% 26% 13% 2%
Very effective
Social 34% 38% 21% 6% 1%
Video 28% 31% 34% 8% Somewhat effective

Not too effective

Effectiveness of Paid Media in Acquiring Mobile Website Users
Not at all effective
Search 27% 44% 24% 4% 1%
Base: Total Marketing Respondents who use
Display 21% 31% 35% 13% paid media for mobile apps/web (excluding
‘Do not use this media’)
Social 32% 38% 20% 9% 2%
Video 20% 31% 38% 9% 1%

2017 | Touching the infinite. 28

Once you’ve taken full advantage of reaching existing customers on owned media, REI plays with app
you can expand your customer base with paid media campaigns, which have
acquisition.
proven particularly popular in the travel and hospitality industry. Embed links in
each ad so you can track what works. When your app is downloaded based on a Over half of REI digital traffic comes from mobile
particular type of paid media, your acquisition links can help you understand what devices, with apps generating a higher average order
works and which keywords you should consider for future campaigns, ensuring value and conversion rate than mobile websites.
growing success.
REI uses the following campaign tactics to acquire
Savvy marketers work nonstop to acquire app users. Determine who has your app more app users:
and how they use it, where they came from, and what their lifetime value is. Then
• Smart banners that promote their flagship
turn those insights into actions to fine-tune your acquisition strategy.
shopping app when visitors access their mobile
And at the same time, you must continually drive users to your apps. For example, website
deep links can direct existing app users back to an app when you encounter them • Email messages to promote their app
in other channels, such as social, web, or email. Deep links let you take customers to • Social media campaigns to drive app awareness for
exactly the right spot in your already downloaded app to continue the conversation. Twitter followers
• Sponsored ads with video previews to highlight
their app on Facebook
• Display ads on various media networks to promote
the app27

Deep link capabilities address cases in which the

customer already has the app installed. REI can direct
the link to launch the app and display a specific
product or category screen instead of launching a
generic home screen or going to the app store. That
enables REI to offer better contextual experiences by
connecting push notifications, search ads, and more to
the relevant app screen.

The result: better experiences, happier customers,

more conversions.

2017 | Touching the infinite. 29

A N A LY Z E

Novel tools EXPAND understanding.

If you want to create stellar experiences, you must
understand the data underlying how your customers are
using each experience and what makes them convert or
come back. Four-fifths of IT decision-makers recognize
the importance of analytics, and it’s gaining year over year
among marketing decision-makers.

Roughly 50 percent of marketers use each of the five

technologies evaluated for mobile apps that are shown in the
chart, with analytics use more common among IT decision-
makers and both analytics and targeting use rising year over
year among marketing decision-makers.

2017 | Touching the infinite. 30

 When it comes to mapping
Technologies Currently Used for Mobile Apps 28
the mobile journey effectively:
Messaging 57%
58%
64%
Content Management
56%
65%
Analytics
80%

71%
63%
Targeting
54%
46%
Optimization
48%
2%
Do not use any technologies
0% Marketing
3% IT lack systems
Not sure / Don't know
4% Base: Total Respondents 70%
Mobile analytics centers on two main capabilities: customer intelligence and
mobile app engagement. Customer intelligence helps you build a better brand
through the analysis of key user touchpoints. You need ground truth about what’s

66%
lack mobile data
happening with your app through lifecycle metrics. Tools for customer intelligence
include the following:

• Segmentation—partitioning markets into groups with similar characteristics

or needs
• Anomaly detection—identifying outliers
• Cohort analysis—understanding how clusters of customer segments behave
lack time/resources
Mobile app engagement measures your customer journey and quantifies
multichannel app interactions. Tools for engagement include the following:

• Retention reports—measuring how many users are active in your app

• Flow exploration—seeing how your users move through the app
• Fallout analysis—figuring out why they drop off before converting

2017 | Touching the infinite. 31

MLBAM hits a Four in five marketing and IT decision-makers at leading companies measure customer engagement and app
usage on a weekly basis. Two-thirds to three-fourths calculate lifetime values, measure influence on conversions
grand slam.
over other channels, and/or optimize conversion funnels via A/B testing.
Major League Baseball Advanced Media
(MLBAM) provides mobile digital operations
for all 30 major-league teams.29 The MLBAM
app serves personalized, contextual content
about teams based on location, user behavior,
Does Your Organization...?
and other criteria. But to increase the app’s Frequency of
success, as measured by number of app users Measure customer's level of engagement Measurement of Customer
and revenue from in-app purchases, MLBAM and usage over time
used analytics to select a winning strategy.
Engagement and Usage
79%
MLBAM ran mobile campaigns and then 88%
used app acquisition tracking to figure out Daily 30% 20%
which campaigns were the most effective. Weekly 42% 50%
They then geofenced stadiums that were Calculate lifetime values for customers
based on in-app behaviors Monthly 24% 27%
part of the campaigns and sent in-app
messages touting premium subscriptions and 62% Quarterly 5% / 2%
promotions to app users.
68%
The strategy worked: Cost per install went
down, in-app messages alone drove 48 Marketing
Measure influence of mobile experiences
percent of post-season sales, and the
on related conversions/ transactions over IT
conversion rate almost tripled. 30 other channels
Base: Measures Engagement/Usage Over Time

71%
74%

Optimize conversion funnels in mobile

apps via A/B testing

63%
74%
Base: Marketing

2017 | Touching the infinite. 32 32

ENGAGE

Provide RELEVANCE wherever your

customers land.

For brands, the unique power of mobile—and the proof

of maturity and sophistication—lies in knowing customer
location. Our survey shows that at least half of marketing
and IT decision-makers request GPS location data from
customers, with another third planning to start in the next
year. Especially among IT decision-makers, interest is growing
in implementing beacon technology.

2017 | Touching the infinite. 33

 Request GPS Location Data Use of iBeacon Technology Cross-channel
19%
marketing:
6% Raise your customer on
Marketing: 51% 21%
13%
the right channel.
28% Great offers are relevant offers, and relevant offers
30%
31% indicate an understanding of the customer’s
situation. Customers will respond very differently
to the same offer depending on whether they’re
traveling for business or pleasure, or whether
2% they’re alone or with family. Your understanding
54% 8% 56%
10% of the customer’s context—their location, their
IT: 8% purpose, their companions—is critical to your
34% overall view.
28%

Thanks to geolocation, it’s possible to incorporate

a lot of useful context into real-time offers. The
choice of channel matters not only in terms of
Currently using No, but plan to use No and no plans to use Not sure Base: Total Respondents
in next 12 months
its effectiveness for your purpose, but also in its
in next 12 months
immediacy. For example, an email is more subtle
and less likely to irritate than a text message or
app notification, but it’s also slower. Some real-
time offers lose their relevance if they’re not
Devices are mobile because their users are mobile, percent of users stop using an app after one month,
received at just the right moment.
which is what makes mobile so easy to tailor to user and 26 percent of apps are used only once. 32 You’ve
behavior and interests. Customers not only demand heard it before, but remember: You get only one
personal and contextual experiences, but prefer apps chance to make a first impression.
to deliver them. But app marketing must be less about
blatant agenda pushing and more about targeted Apps fail for three main reasons:
engagement. Done right, you can increase business
• Insignificant value beyond the web experience
and create evangelists for your brand.
• Irrelevant and out-of-context messaging and
Yet too many apps are failures. 31 In a study of data from experiences
125 million mobile phones downloading apps from the • Instability of the app, such as crashes and
Google Play Store, the average app loses 77 percent misbehavior
of users within three days of being installed. Some 90

2017 | Touching the infinite. 34

Marketers from leading companies drive app reengagement in various ways. Roughly half use push messaging, Natural History Museum,
relaunch campaigns via owned media, and relaunch campaigns via paid media tactics. IT decision-makers
report a lower use of each of these tactics.
London guides visitors.
The Natural History Museum is a globally
recognized museum committed to exceptional
experiences for 5.3 million annual visitors. The
organization recently developed an interactive
Tactics Used to Drive Re-engagement museum app, which provides a multilanguage,
contextual experience for visitors. 33
Push messaging 56% Marketing
52% IT The geolocation services are the real game
Base: Total Respondents changer. The museum is large and even regulars
Re-launch campaigns via owned media 50%
52% stumble upon galleries they didn’t know existed.
Using Wi-Fi signals, the app can pinpoint where
51% visitors are standing in galleries, what they’re
Re-launch campaigns via paid media
38% looking at, and where they’re going. The app then
delivers contextual information about the display
Other 2%
0% or highlights the location of other interesting
exhibits.
6%
No tactics used to drive re-engagement
12% Museum marketers can even upsell by suggesting
relevant paid exhibitions or events, places to eat,
4%
Not sure / don't know or offers from the gift shop. The app provides new
4%
ways to highlight attractions, encourage people to
explore, and keep them coming back.
32% 35%

Push notifications are the current darling—most marketers use them often. When powered by real-time
analytics, they’re ideal for alerts, new offers, and content. But they must be orchestrated and automated
along with other messaging channels. For example, you might send a push message to a user who does
not open email.

In-app messaging is on the cusp of widespread adoption too. Again, with input based on analytics, in-app
messaging can be used to cross-promote apps, content, and special offers or to request app store ratings.

2017 | Touching the infinite. 35

OPTIMIZE

ENHANCE endless experiences.

For ultimate experiences, you also need real-time
data to surprise and delight your customers and boost
conversions and customer retention for your business.
That can be as simple as an airline offering a traveler
whose flight is delayed a deal at a nearby coffee shop.
Optimization requires centralized coordination across
teams and a common suite or platform of tools to test
and deliver experiences efficiently. The team includes IT
and developers, product management, user experience,
marketing, analytics, and optimization.

2017 | Touching the infinite. 36

Here are the key steps to test, enhance, and optimize:

1. Start with A/B and multivariate testing. Does Your Organization Use Redbox keeps movie
Test to determine the best experience for your Segmentation to Personalize...? buffs applauding.
customers—maybe delayed East Coasters like the coffee
Entry forms
deal, but West Coasters prefer the juice bar. Then offer The Redbox app allows users to browse and
58%
up experiences based on rules developed from the reserve movies for pickup at one of 40,000
62%
test. Measure to determine if the approach increases physical kiosks located across the United
Check out process States. 34 But engagement and retention are a
satisfaction and ROI.
58% major challenge.
66%
2. Enable rapid personalization and test again
Screen flows (pathing and funnels) By combining app analytics with targeting and
with dynamic content.
50% optimization, Redbox streamlined the iteration
Product, description, price, image, offer, location, dates, 60% necessary to encourage in-app engagement.
headlines, copy, images, and pages can be swapped in Its marketers can develop segments and run
In app notifications
and out to personalize and optimize experiences. The A/B tests within the combined user interface to
71%
number of possible experiences along even a basic assess the most appropriate form of messaging
76%
customer journey is phenomenal. With thousands and determine the best time to reach out.
Home screen
of different permutations, optimization moment by
67% Marketing
moment isn’t humanly possible. You need automation Redbox took advantage of the functionality
86% IT
for producing content as well as for rules that govern its with its push messaging initiative. Engaging
Base: Marketing
permutations and delivery. with customers at 9 a.m. resulted in a doubling
of its baseline rental numbers within the first
3. Automate personalization to 4. Increase velocity to react in a hour of sending a message. Tests also showed
enable optimization at scale. real-time world. that promotional offers to engage new users—
Use machine learning to decide on and deliver the most By velocity, we mean the efficiency of the process for example, a coupon for free rental—were
relevant experience, content, or offer to an app user based between marketers, IT, and creatives to conceive, design, most effective, ultimately driving a 56 percent
on their past, current, and changing behavior. From our build, and publish the content to build experiences. open rate.
survey, we learned that more than half of marketing and Mobile is pushing us toward a real-time world in which
IT leaders personalize everything from home screens to everything happens at light speed. Your organization
in-app notifications to checkout. needs to establish agile and robust processes internally to
power each step.

2017 | Touching the infinite. 37

CONCLUSION

CHART your path to the infinite.

Now that you know what the leaders in
mobile marketing are doing, you need to
put it all together for your organization. As
you may have noticed, companies with
mobile maturity are investing in people,
Manage
Create beautiful apps
processes, and technology that propel • Manage content
• Extend apps via plugins
them through the five steps of the mobile • Build across platforms
• Connect to enterprise sysyrems
experience lifecycle: • Integrate with marketing services
Optimize Acquire
Improve experiences Grow your audience
1. Manage: Create beautiful apps and websites that work for • A/B testing • App discovery
customers and employees across smartphones and tablets. • Personalized content • Acquisition campaigns
2. Acquire: Use paid, owned, and earned media to drive user • Recommendations • Deep linking
acquisition for app downloads across the leading app stores.
3. Analyze: Understand how consumers are using the
experience and what makes them convert or come back.
4. Engage: Deliver relevance with contextual messages
for app users.
5. Optimize: Enhance experiences to increase conversions
and improve customer retention.

But notice the word lifecycle—which means when you finish

all five steps, it’s time to begin again. Mobile is moving so fast,
evolving so quickly, that manage, acquire, analyze, engage, and Engage Analyze
optimize must happen as a continuous process. The bar for a Deliver relevance Act with good data
good and relevant mobile experience constantly changes. And • Push notifications • In-app behavior
each experience or journey undertaken prompts learnings that • In-app messages • Audience profiles
lead to new variations you can test. • Message orchestration • App store metrics

2017 | Touching the infinite. 38

The path to infinity.
Visiting a time when galaxies were young: This slogan But not even that long ago—just over 20 years—the
sums up the mission of the James Webb Space Internet came into general use. A few years from now,
Telescope. Unlike Hubble, which orbits our blue planet, 70 percent of earthlings will walk around with access to
Webb will orbit the sun about a million miles away. all human knowledge in their pocket or purse. They will
That, along with a tennis-court-size sun shield, will keep discover, review, share information about, and purchase
Webb cold enough to observe the very faint infrared unlimited goods and services from anywhere on the
signals of very distant objects—like those that came to planet, at any time. Organizations must look for clear
life just after the Big Bang. guideposts, like those provided here, as they tap that
mobility to create infinite experiences.
Three decades ago, engineers and scientists charted a
course to see the dawn of the universe. With Webb, they
are rapidly approaching infinity.

2017 | Touching the infinite. 39

Marketing and IT leaders are relying on a variety of sources to formulate their mobile Marketing decision-makers feel that the overall strategic business plan and customer
marketing and development plans. feedback are critical sources. IT decision-makers also find these important, but they
add technology providers and internal analytics/business intelligence to the mix.

Importance of Source in Helping Formulate Organization's Mobile Marketing and Development Plans

Marketing
Internal analytics and BI 34% 40% 21% 4% 1%
Executive leadership 31% 42% 22% 5% 1%
Overall strategic business plan 38% 43% 16% 2%
Systems integrator / agency 25% 36% 30% 7% 2%
Industry analyst and market data 34% 35% 26% 4% 1%
Tech provider 26% 38% 29% 7% 1%
Customer feedback 52% 32% 13% 3%
Extremely important
Competitive pressure 27% 38% 26% 8% 2%
Very important
Somewhat important
IT Not too important
Not at all important
Internal analytics and BI 42% 42% 14% 2%
Executive leadership 47% 31% 20% 2%
Overall strategic business plan 38% 48% 14%
Systems integrator / agency 29% 49% 18% 4%
Industry analyst and market data 20% 54% 24% 2%
Tech provider 39% 47% 12% 2%
Customer feedback 64% 22% 12% 2%
Competitive pressure 42% 36% 14% 8%
Base: Total Respondents (excluding ‘Do not use this source’)

2017 | Touching the infinite. 40

Not surprisingly, 18 percent more IT decision-makers see systems Methodology
integration/agency as important too, along with executive This report is based on an online survey of
executives, marketers, information technology
leadership and competitive pressure. Marketing decision-makers staff, developers and analysts.  It was conducted
in October 16, 2016. The sample included 304
emphasize industry analysts and market data.
respondents (254 Marketing DMs and 50 IT
DMs) from the United States who met all of the
Many companies are taking small steps toward mobile and moving following criteria: 

it to the center of their digital transformation. But those that prepare • Experience with mobile marketing/
development activities at their organization
for a giant leap will transform their companies along with entire
• At least recommend or request mobile
industries. At the edge of capability and technology, they will meet marketing/development tool(s) to use
and exceed consumer expectations and thrive in the new world of • The respondents perform mobile
unlimited experiences and possibilities. marketing activities on a regular basis
and either recommend or request mobile
marketing tools. Respondents were not
For business and marketers, the challenge is daunting. We’ve helped
required to use Adobe products
by giving you a trajectory. The timing and magnitude of the mobile • 500+ employees or, if agency, largest client
shift may vary by your industry, but the value does not. It’s a whole has 500+ employees

new universe to explore, and experiences are the key. • Fifty-eight percent of the respondents work
directly for an organization; whereas, forty-
two percent work for an agency on behalf
So chart your path. Follow it. And touch the infinite.
of their clients

2017 | Touching the infinite. 41

ADOBE can help.
Adobe Marketing Cloud lets you use data to effectively reach and engage customers and
prospects with highly personalized content across digital touchpoints. With its complete
set of solutions, as well as real-time dashboards and an interface that encourages
collaboration, you can combine data, insights, and digital content to deliver the best
mobile experience to your customers.

These Adobe Marketing Cloud solutions work together to help you move toward
mobile success:

Adobe Campaign:
Use loyal customer lists to run social retargeting.

Adobe Analytics:
Use engagement or conversion metrics to create models and recommendations for
customer insights that drive campaign performance.

Adobe Target:
Leverage Adobe Marketing Cloud audience profiles to create a consistent customer
experience from the ad unit to the landing page.

Adobe Audience Manager:

Combine all of your data sources in one place and create customer profiles..

Adobe Experience Manager:

Manage your content and assets to build digital experiences faster.

2017 | Touching the infinite. 42

1 Oliver Sacks, An Anthropologist on Mars: Seven Paradoxical Tales, New York: Knopf, 1995. 22 “Mobile Executives Tell the Truth: Does Mobile-First Work?” Adobe Summit Session S705 with Matt Jones, GM, Mobile, The Home
Depot; and Igor Bekker, SVP, eCommerce and Digital Marketing, Alex and Ani.
2 Clara Moskowitz, “Hubble Telescope Reveals Farthest View Into Universe Ever,” Space.com, September 25, 2012.
https://2016.summit.adobe.com/na/sessions/summit-online/online2016/#track/mobile-engagement
http://www.space.com/17755-farthest-universe-view-hubble-space-telescope.html
23 “The 2016 U.S. Mobile App Report.”
3 “James Webb Space Telescope,” National Aeronautics and Space Administration.
http://jwst.nasa.gov/index.html 24 Patrick Monk, “Which Mobile Marketing Metric Should Marketers Track?” Singular Blog, November 26, 2015.
https://blog.singular.net/roi-is-king/
4 “Mobile Benchmark Report, Adobe Digital Index August 2015,” Adobe, November 2015.
https://www.cmo.com/content/dam/CMO_Other/ADI/2015_Mobile_Benchmark/ADI_mobile_benchmark_report_2015. 25 David Bolton, “The Average App Loses More Than 75% of Its Users after One Day,” Arc from Applause, May 20, 2016.
pdf https://arc.applause.com/2016/05/20/app-retention-rates-2016/
5 Sally Andrews, David A. Ellis, Heather Shaw, Lukasz Piwek, “Beyond Self-Report: Tools to Compare Estimated and Real-World 26 “The Power of Direct Marketing,” Direct Marketing Association, 2011–12.
Smartphone Use,” PLOS One, October 28, 2015.
27 Ray Pun, “Three Stories of Successful Mobile Engagements with Apps,” Adobe Digital Marketing Blog, June 8, 2016.
http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0139004
https://blogs.adobe.com/digitalmarketing/mobile/three-stories-successful-mobile-engagements-apps
6 Lisa Eadicicco, “Americans check their phones 8 billion times a day,” Time, December 15, 2015.
28 “Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity,” Econsultancy and Adobe, April 2016.
http://time.com/4147614/smartphone-usage-us-2015/
https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/
7 “The 2016 U.S. Mobile App Report,” comScore, September 13, 2016.
29 Roger Woods, “Successful Mobile App Engagement Strategies That Drive Results, Featuring MLB (Major League Baseball) Advanced
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report
Media,” Adobe Digital Marketing Blog, July 12, 2016.
8 “2016 Mobile and App Marketing Trends,” Forrester, January 25, 2016. https://blogs.adobe.com/digitalmarketing/digital-marketing/successful-mobile-app-engagement-strategies-drive-results-
featuring-mlb-major-league-baseball-advanced-media/
9 “Adobe 2016 Mobile Retail Report,” Adobe, October 25, 2016.
http://www.slideshare.net/adobe/adobe-2016-mobile-retail-report 30 Personal interview, Arun Bhattacharya, November 29, 2016.
10 The 2017 Mobile Maturity Survey was conducted September 28 to October 16, 2016, and included 304 respondents—254 31 Roger Woods, “Successful Mobile App Engagement: This App Understands Me!” Adobe Digital Marketing Blog, August 16, 2016.
marketing and 50 IT decision-makers—in North America. The marketing decision-makers were analysts, marketers, and https://blogs.adobe.com/digitalmarketing/mobile/successful-mobile-app-engagement-app-understands/
executives involved with mobile marketing activities, with about 50 each in primary industries of financial services, media
32 Ibid.
and entertainment, retail and commerce, B2B high-tech, and travel/hospitality. The 50 IT decision-makers were involved with
mobile development activities. 33 “Natural History Museum Connects with Visitors Through a World-Class App,” Adobe Digital Marketing Blog, May 10, 2016.
https://blogs.adobe.com/aemmobile/2016/05/natural-history-museum-connects-with-visitors-through-a-world-class-app.html
11 “Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity,” Econsultancy and Adobe, July 2016.
34 Allison Schiff, “Adobe brings app analytics together with Target,” AdExchanger, September 2, 2015.
12 Ibid.
https://adexchanger.com/mobile/adobe-offers-app-analytics-and-target-products-as-a-neat-little-bundle/
13 Ibid.
14 Ibid.
15 Martin Gill, “Evolve your organization structure to promote digital maturity,” Forrester, March 1, 2016.
16 Matt Asay, “Taking the Leap Toward Mobile-First Marketing,” Adobe Digital Marketing Blog, June 14, 2016.
17 “Adobe Digital Insights 2016 Mobile Benchmark Report,” Adobe, November 21, 2016.
http://www.slideshare.net/adobe/2016-mobile-benchmark-report
18 Reported in Klaasjan Tukker, “The Path to Faster Enterprise Mobile App Deployment,” Adobe Digital Marketing Blog,
August 8, 2016.
https://blogs.adobe.com/digitalmarketing/tag/mobile-app-deployment/.
19 “Mobile Is the Strategy,” Adobe, September, 2015.
20 “Adobe Digital Insights 2016 Mobile Benchmark Report.”
21 “The Path to Faster Enterprise Mobile App Deployment.”

© 2017 Adobe Systems Incorporated. All rights reserved. Printed in the USA. 2/17

Adobe and the Adobe logo are either registered trademarks or trademarks of
Adobe Systems Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners.

2017 | Touching the infinite. 43