The little messages that are constantly buzzing your smartphone—push notifications—are getting a makeover, one that’s poised to make the sometimes-annoying notices a critical utility for a wide range of mobile marketing efforts.
Google and Apple are giving push notifications a much bigger role as they introduce new operating systems and wearable devices. The messages are getting bigger, more interactive and more central to connecting a range of devices, including watches. A cluster of marketing, analytics and back-end service firms, including Urban Airship, Localytics, Upsight, Mixpanel, Kahuna, Kinvey, Parse and Appoxee, have emerged to help app-makers tap the potential.
Yet it's not yet clear if push notifications can fulfill the hopes of mobile developers.