Push messaging, with the proliferation of mobile Internet, has become a very effective way for mobile apps to achieve business success. It improves user engagement and stickiness by allowing developers to send messages to a wide range of users in a wide range of scenarios: taking the subway or bus, having a meal in a restaurant, having a chat… you name it. No matter what the scenario is, a push message is always a great helper for you to directly “talk” to your users, and for your users to know something informative.

Such great benefits brought by push messages, however, can be dampened by a challenge: the variety of mobile phone manufacturers. This is because usually each manufacturer has their own push messaging channels, which increases the difficulty for uniformly sending your app’s push messages to mobile phones of different manufacturers. Of course there is an easy solution for this — sending your push messages to mobile phones of only one manufacturer — but this can limit your user base and prevent you from obtaining your desired messaging effects.