Oracle recently previewed its Mobile Application Framework (MAF) and Mobile Application Accelerator (MAX), which are cloud-based products designed to facilitate cross-platform mobile application development. You may be thinking, "So, the IT guys have some new toys to play with." If so, you are missing a critical part of MAF and MAX: They are designed for use by "citizen developers" as well as professionals. This means that business users with only rudimentary skills can leverage these tools. Keep reading to learn what this can mean to your enterprise.
Marketing professionals know all too well that competition has become increasingly stiff over the past decade or two. This is especially true online -- the Internet has served to help "level the playing field," and even small enterprises can use technology to empower their marketing. In an attempt to not be left behind, companies feel pressured to make sure that their marketing efforts immediately include every new technology that appears. Although this is typically the wisest strategy, sometimes technology outpaces purpose.
Mobile marketing stopped being optional a long time ago, at least for companies that want to increase their sales and provide customers with an omni-channel buying experience. As a result, mobile marketing has become more proactive about targeting customers -- sometimes a bit too aggressively. There is a fine line between communicating with customers and annoying them, and while endeavoring to learn just what their customers want, some companies have crossed that line.