Forrester pushes push notifications as Urban Airship pushes their 10 billionth notification

Validation. It’s something for which every company strives. From a customer. From an investor. From the media. But one of the most important indicators in the business world? It’s validation from industry analysts.

And that’s why Forrester recommending push notifications—the same way they’ve recommended email, SMS, and the like—is a huge step forward for the mobile industry. And it’s a step taken in conjunction with Urban Airship sending its 10 billionth push. And on January 10th at that.

In a new report, Ari Osur of Forrester includes push notifications as part of an integrated messaging strategy for all business:

Direct messaging options have proliferated for marketers, expanding from traditional mail and telemarketing to now include myriad digital channels like email, social media, SMS, and mobile app push notifications. But while digital messaging has converged on consumer devices, most interactive marketers are still stuck in a siloed, channel-based approach to messaging. To meet user expectations and create business value, shift to customer-focused integrated messaging. This report will help interactive marketers prepare to message across digital touchpoints as channels overlap and customers increasingly use multiple platforms.

And with 10 billion push notifications under their belt, UA tends to agree:

For the first time, an independent analyst firm recommends Push Notifications, along with traditional mail, telemarketing, email, social media and SMS, as a must have communication channel. Forrester has a great history in anointing significant technologies at the right time, and having them include push notifications in this report is very telling. Mobile messaging is becoming the most real-time, customer focused channel, but it is just really getting started, and push notifications are playing a very significant role.

For more information, read the Urban Airship blog post or read the press release. To purchase the report for $499, visit Forrester.

Published by Rick Turoczy

More than mildly obsessed with the Portland startup community. Founder and editor at Silicon Florist. Cofounder and general manager at PIE. Follow me on Twitter: @turoczy View all posts by Rick Turoczy