In this time and age, it has become increasingly important for businesses to stay engaged with their target market and customers. While emails and social media do their bit to boost brand visibility and ensure some sort of consumer interaction on a regular basis, implementing an effective push strategy can take the marketing success of your brand to a whole new level!
If you haven’t been living under a rock, you will agree that in the last three years, the push strategy has become an inseparable part of the marketing activities of B2B and B2C businesses.
Web push notifications, for instance, receive a higher opt-in rate than emails by 2-5%! The mobile medium, similarly, has witnessed an increase in the app retention rate due to personalized push notifications, according to a 2015 Localytics study.
These statistics strongly highlight that push notifications have been embraced by not only marketers but also consumers who like being delivered information on a silver platter – without them having to do anything!
We, at Wigzo, fully understand how important it is for businesses to understand what their target market is thinking, what it wants, how it wants, etc. – which is why our push technology is on point! It does a multitude of tasks such as real-time tracking, trigger-based push, segment-based push, personalization, etc.
Having said that, we are proud to announce the launch of our new push technology called Beam. Just as the name suggests, Beam ensures that the push messages reach your subscribers faster than the speed of light!
Previous technology wasn’t sustainable
When we first launched Wigzo, we implemented the GCM over plain multiprocessing model – which worked for us till now. As the demands increased and we managed to reach a higher number of clients, this model couldn’t scale. This is why we decided to develop a technology that could ensure better and faster delivery of push messages.
The basics of “Beam”
OK – we may get a bit technical here but here’s the gist of it: Beam is our next generation delivery sub-system which is fully distributed and horizontally scalable and is based on Python and Mongo.
This means that Beam can deliver messages to GCM at an amazing speed of about 1 million notifications in less than 5 minutes – which is super cool! Now if you are running a deal, you can be assured the push notifications related to this are not going to go waste.
Since Beam works on the proven design concepts of Gossiping and Seed nodes, it can keep a large cluster of nodes to deliver the notification in parallel. This means that it can tolerate faults whenever there is a defect in the server, so the chances of your notification not getting delivered reduce considerably. However, even if the message doesn’t reach the end destination, the technology can implement exponential back-offs.
Logic behind “Beam”
We at Wigzo believe that in order to succeed a business needs to shape its products the way its users want! As the demand for the push technology increased and more and more businesses stepped down to implement it, it became clear to us that our technology lagged in fast delivery.
And since the main aim behind sending push messages is to ensure a faster channel of communication, we knew something had to be done quickly!
Challenges faced in the development stage
The biggest challenge behind any large scale system is usually not just the distribution of work to more than one machine but also how well the faults are managed. Besides, storing data on such a scale is a different ball game altogether! It requires proper planning, a solid workflow and data modelling. One needs to be a 100 per cent sure about the data models in place and de-normalizations.
Our CTO Shamail Tayyab says that with Beam, the communication is not just fast, but very fast.
“As a customer, it is like having a rocket in your pocket. There are so many interesting things that one can do – something that was not possible earlier because it wasn’t possible to rely on the delivery rate of the push notification. Now we can easily say – don’t just send it, BEAM it! Beam opens endless possibilities on how brands can leverage that.” he adds.
Examples on how Beam can be used span from sending ‘Flash’ deals to ‘Instant location’ updates of a customer’s delivery order that the drone is delivering. Talk about staying updated every second, every hour of the day!
How Wigzo stands out amongst its competitors
Our clients want to be able to send bulk push notifications on various occasions such as during Flash sales, etc. and at the same expect a smooth delivery. We feel Beam is apt for this purpose as the tool has the capability to send millions of push messages within seconds! Good bye, bad connection!
According to Mohd. Atyab, our CPO, Wigzo’s vision is simply to be the best as it’s this one philosophy that certainly sets apart us from our competitors. “We plan to keep adding channels to our existing portfolio on Beam. In fact, one such feature that we are already working on is to leverage Line Messenger and use it as a communication channel. Travel faster than light with Beam,” he adds.