Creative software company Adobe has launched a new set of tools designed to aid the creation of enterprise apps.

Adobe Experience Manager Mobile enables brands to create apps that look and feel as user-friendly as consumer apps, and also allows brands to tap into company datasets such as CRM data to create apps that work across the business, says Adobe.

“Mobile apps are integral to the enterprise, yet brands struggle with how to build, manage and deliver mobile experiences that consumers have grown accustomed to,” says Nick Bogaty, senior director of the new platform. “Adobe Experience Manager Mobile brings the simplicity, functionality and design that people expect to enterprise apps.”

Adobe Experience Manager Mobile lets enterprises incorporate content from any CMS or digital asset management system into apps, and content can also be synced from Adobe Creative Cloud. Apps can be built for iOS, Android and Windows Phone, and the Cordova device API enables the creation of custom plug-ins to connect to business datasets.

IT departments can also centrally manage apps, and install over-the-air content updates.

Adobe has updated other products in its Adobe Marketing Cloud, too. Mobile marketers can now use location-based personalisation and messaging, while new support for MPEG-DASH streams in HTML5 via Adobe Primetime will improve video streaming experiences for consumers while reducing the impact for video streaming on data plans, according to the company.