The rapid rise of using mobile devices as the primary channel for web interactivity has gone beyond an inflection point. It\u2019s estimated that 57% of internet traffic to websites now comes from mobile devices, which has radically altered the way customers interact with brands. The game is changing for both marketers and app and website developers.\nAs Haresh Kumar, Director of Strategy and Product Marketing, Mobile and Connected Experiences, at Adobe, puts it: \u201cMobile is a persistent and always-on environment. This persistence is not just about the viewing or connection status, it\u2019s about the behavior of the customer. Consumers have their mobile devices with them at all times, providing marketers with a means of constant connectivity with the customer.\u201d\nBrands must deliver a connected, personalized experience that maps to everyone\u2019s preferences \u2013 across all devices \u2013 rather than just a series of distinct interactions. And the quality of the connected experience is dramatically impacted by the relevance of the content provided to the customer or prospect. \u00a0Adobe Experience Manager Sites\u00a0addresses this, ensuring content fits within existing workflows, is fluid and intelligent to effectively scale, and optimized for all audiences and digital platforms.\nAdobe is helping brands adjust legacy processes and approaches as the customer experience becomes mobile-centric, including:\n\nIntegrating mobile experience management from a distinct silo into part of the comprehensive customer experience model across all mediums.\nImplementing analytics that combine all customer data.\nEnhancing the customer experience with new technologies that accelerate the mobile experience.\n\n\n\u201cMobile users will not tolerate long page load times or wait to interact,\u201d Kumar explains. \u201cNew technologies such as single-page apps and progressive web apps will deliver a step-function improvement in the mobile user experience.\u201d\n\nMaking mobile experiences more responsive is essential, especially since Adobe has found that businesses have mere milli-seconds to show relevant content. If the page takes longer than that time to load, engaging the customer is nearly impossible. Adobe offers SPA Editor in Experience Manager to support server-side rendering and multi-site management to help with better SEO and further improve SPA performance \u2013 allowing for increased speed.\nThe other side of the coin is ensuring that the content is relevant and engaging. With the ability to rapidly personalize content delivery based on an individual customer\u2019s preferences, marketing teams can do far more to ensure that what is delivered is desirable. With Adobe Core Components and Adobe Style System, IT and marketing organizations can quickly create rich experiences right out of the box, radically minimizing the need for customizations.\u00a0\nUtilizing modern web technologies and Experience Manager is an important undertaking, and a key question for many businesses is where to start. Kumar recommends beginning with a modern philosophy about how content is managed. A first step is moving beyond a \u201cpage paradigm\u201d to a focus on modular content that can be reused more easily and effectively across different channels. This allows companies to provide more consistent content across all use cases. The paradigm then becomes how to assemble the best content, not compose a webpage.\n\u201cMoving away from a channel-centric world to an independent world where content is focused on supporting the customer journey, need, or education process is the way forward,\u201d Kumar says.\nFor more information on Adobe\u2019s solutions for next-generation mobile customer experiences, please click here.