OpenMarket has launched its Push Notifications service, which it describes as “a significant expansion of its mobile messaging capabilities”. OpenMarket’s Push Notifications enable businesses to effectively engage and interact with both consumers and their smartphone?based applications. The company says its multichannel messaging capabilities combine SMS and Push Messaging to deliver the scale, coverage and confidence major enterprises need in today’s competitive marketplace.

Push Notifications enable enterprises to deliver messages, such as news alerts, brand awareness promotions, coupons, and other user?relevant content, to a specific application on a smart device. OpenMarket says that Push Notifications improve application engagement by sending time?sensitive information, selling relevant items, increasing loyalty, and ultimately providing value through a better user experience. OpenMarket’s service can also be used to send targeted notifications to individual subscribers, particular sub-groups or an entire subscriber audience.

Global advertising and marketing firm Publicis has selected OpenMarket’s Push Notifications technology for a healthcare app for a pharmaceutical client. Publicis will use the OpenMarket Push Notifications service to deliver daily updates, hints and tips to over 10,000 European users who are running the app on iOS, Android and BlackBerry.

“We’ve chosen OpenMarket’s platform for its ease of use, scale and reliability,” says Tiago Dias, senior Flash developer at Publicis. “With its RESTful API, OpenMarket enables us to seamlessly integrate the Push Notifications across every mobile platform targeted, while working with our preferred coding environments and standardized development process.”

Alex Moir, general manager for OpenMarket Europe, says the agreement with Publicis underlines OpenMarket’s presence in the global mobile apps economy. “OpenMarket has an established pedigree, both as a provider of multi-format mobile messaging services that are easy-to-use, flexible and reliable, and as an expert in mobile consumer engagement strategy,” says Moir. “With our Push Notification solutions, we can support customers of all types and sizes to design and deliver an effective mobile app strategy that meets their particular aims and objectives.”