OpenBack Named Top-Ranking Push Notification Platform
The Observatory for Internet Media of the Politecnico di Milano have published a report on digital innovation and mobile device usage, “Push Notifications: Objectives and Reference Players,” in which OpenBack have been named a leading startup in the field. In this highly immersive report, which is well worth the read for anyone interested in entering the mobile apps or device sector, co-authors Marta Valsecchi and Georgia Sali give a detailed overview of the 33 top-ranking push notification and mobile engagement platforms.
They start of with a breakdown of mobile internet usage and how it pans out across various demographics. What’s more, they provide an intriguing cross-section of the types of apps downloaded by the average Italian smartphone:
They also, in collaboration with Doxa, determined that of the average 30 apps a user downloads on their smartphone, only 11 are used every month, with only 5 apps used on a daily basis. With such tremendous odds against 83% of all apps downloaded – it becomes apparent that your brand is going to need an extra boost when it comes to staying relevant in such a competitive field.
This boost is what push notifications – specifically OpenBack – can provide.
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What Is the Role of Push Notifications?
The report divides push notifications into serving one of two purposes: either it sends service communications, which can be a warning about the status of a process, a reminder or alert, or a customer care message. Otherwise, it will be a call to action, such as a discount or an offer to download a new feature, etc.
Valsecchi and Sali offer statistics that show how willing mobile users are to receive notifications promoting products or relevant information, with nearly half of mobile users surveyed opting out of push notifications altogether.
With such a widespread bias against receiving push notifications, Valsecchi and Sali outline the Golden Rule for any mobile app:
“The tendency of users to receive push notifications is positively correlated to the users’ perceived utility of the content. In other words, users accept push notifications when they understand what type of messages they will receive and if they feel that these messages are useful to them.”
Basically, it is crucial for a brand to understand what kind of communications their user wants, and then to deliver 110%.
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Technical Features and Protocols
The report breaks down all the technical features that distinguish a top-ranking push notification SDK, including which channels the notifications are sent through (APNs, Firebase, etc.), what type of content the notification contains, ability to store notifications to guarantee delivery, a fallback channel for scenarios where the phone has no connection, and more.
Other features can include the number of languages or operating systems supported by the SDK, public documentation to support integration, and level of personalization and segmentation of the notification recipients.
The benefits of using an SDK to send out push notifications are apparent: it allows you to get more creative when composing your content, it lets you include rich media such as videos, images, and deep links which the size limit of sending an SMS would prevent. And, depending on which SDK you use, it allows you varying levels of personalization and oversight of when your notifications go out.
The following visual compares the benefits of having a proprietary channel for sending notifications, as opposed to a native channel with either a basic or advanced SDK.
How OpenBack Stands Out From the Crowd
In the 4th section of their report, Valsecchi and Sali get into the nitty gritty of who the top-ranking push notification platforms in the industry are, and what different SDKs are bringing to the table. They classify push notification SDKs as belonging to one of 3 categories:
- Native channel for sending messages and SDK with basic services
- Native channel for sending messages and SDK with advanced services
- Proprietary channel for sending messages and SDK with advanced services
Out of the 31 contestants, OpenBack is one of only 4 finalists who fit into this final category with the extra benefit of sending messages in real-time. This basically means that once you send the message, the SDK provides you with information to trace it, while providing data in real-time, to ensure it reaches its destination.
Of course, where OpenBack truly shines is in its personalization capabilities.
OpenBack distinguishes itself by being one of only 3 who offer fully one-to-one personalization, making up 9% of the pool. As you can see, the majority of the SDKs in the study fall into the category of “personalized push notifications,” where the notifications are calibrated according to social demographics and in-app behavior.
OpenBack belongs to the leading category of “secure CRM/transactional push,” in which:
“These providers send notifications with content targeted to the recipient. The main objective is sending a reliable, safe, one-to-one message (so basically a service notification) in real-time. They are particularly efficient in contexts requiring very high service levels and the assurance that the message will be delivered.”
Here at OpenBack, we’re thrilled to see that the hard work we’ve put into our product has gained us notice among experts of the field. To learn more about what how OpenBack can help you communicate with your customers using bespoke, personalized push notifications, check out our product page.
For a definitive compilation of push notification best practices download the OpenBack Mobile Marketing Playbook 2020 here: