Adobe’s latest report about mobile excellence and mobile app market is based on research among 3,000 marketing professionals, and it looks like many more companies are ready to go mobile. Of the respondents, 30% recognize that mobile activities are central in their marketing and 22% have a centralized mobile team. However, there is still a long way to go; only 13% of the respondents have developed specific, adequate mobile KPIs for themselves. The central focus of both Adobe and the respondents is on mobile apps because they represent the dynamics of the entire industry and other mobile-related activities. By now, almost half of all marketing professionals employ a mobile app for their brand or company in a variety of areas, including content distribution (81%), interaction (60%), and gaming (13%).