Mobile marketing company Incentivated has launched a cross-platform in-app messaging API. Part of its iris platform, the tool enables clients to add push notifications to their apps, whether thats as theyre being developed or retrospectively added to existing apps.

“We have come to realise, from conversations with clients, that there are now a large number of ‘installed base’ apps out there,” Incentivated MD Jason Cross told Mobile Marketing. “They are no longer new or shiny, or PR-worthy, but they are functional, and delivering a service for customers. But when clients want to communicate with those customers – with a special offer, for example – they don’t necessarily know who they are, because theres no requirement to capture register contact details or a mobile number to install and use an app.”

The API supports iOS, Android, Blackberry and Windows Mobile apps. Combined with the iris platform, it enables clients to reach their customers across SMS, e-mail, and in-app messaging, which can combined or ordered hierarchically.