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Beyond Email: The Push Notification Comes of Age

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. 

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Joe Lonsdale
Joe Lonsdale
Founding Partner, Eight
Chamath Palihapitiya
Chamath Palihapitiya
Founder & Managing Partner, SocialCapital
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Tina Sharkey
CEO, Brandless
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CEO, Buzzfeed
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Ruchi Sanghvi
VP Operations, Dropbox
Adam Marchick, CEO of Kahuna, lists the features that push is missing: whitelists, blacklists, priority inbox, filters, folders and spam reporting.