Urban Airship Tells Tales of Good Push

Steve Jobs laid out a vision for the iPhone that by many people’s accounts has arrived—we’d rather leave home without our wallet than our smartphone. We’ve become accustomed to an extreme degree of always-on connectedness. As a result, mobile has become the new face of engagement for brands and marketers, and push notifications are how they message directly to consumers’ home screens.

With more than 1 million apps in the App Store and Google Play, the competition to be a go-to app on consumers’ smartphones is fierce and consumers can appear to be fickle due to a plethora of ever-growing choices. And while push messaging reaches consumers even without having the app open, the real estate of the home screen demands that they are in control and that messages are seen to have a high degree of timely relevance.

Just like every other new communications channel that’s come along, there’s potential for good and bad push. We’ve teamed up with Wieden+Kennedy Portland to create a series of new animation films that will be part of a larger education and best practices campaign defining and evangelizing “Good Push.”

The examples we provide certainly aren’t exhaustive, and they are meant to be fun, simple stories about how push messaging can make our lives better with the right message at the right time. Over the coming weeks and months, we’ll share analysis of the value that push messaging drives, continue to share insights from our customers, and offer developers, marketers and agencies the best practices to ensure that every push is a good push.

It wasn’t long ago (June 2009), when we helped Tapulous launch the very first iOS app to use push notifications—Tap Tap Revenge—and Urban Airship became a proven, business with real customers. It took another two-and-a-half years to deliver 10 billion push notifications for our customers, and in the last four months we’ve more than doubled that, cresting 20 billion on May 6. Now three years old, and with 80 employees servicing more than 65,000 apps, it is clear that the market is focused on the opportunity that push messaging offers, and we’re going to be vigilant stewards of this new mobile messaging channel to ensure it reaches its full potential for both marketers and consumers.