Mobile relationship management company Urban Airship has unveiled a series of solution enhancements designed to enhance push notifications across multiple platforms.

The enhancements include cross-platform support for widgets and button-enabled interactive notifications in iOS8 and rich notifications in Android 4.3 and the Amazon Fire OS. These innovations enable brands to deliver more value and drive engagement outside of apps, with greater interaction on device lockscreens and in the Notification Centre.

The widgets support deep-linking to different in-app or mobile web landing pages, where every click can assign or remove users attributes for multi-touch automated campaigns and more responsive, relevant and actionable mobile experiences, all while delivering insight into what customers care about.

Other new enhancements to the companys solution include Event analytics for tracking user activities like button taps on interactive notifications and in-app conversions, and a new A/B testing capability enabling businesses to leverage the data their apps provide to drive conversions.

“Interactive notifications take push messaging from informative and hopefully targeted alerts, to the primary way users can choose-their-own-adventure with mobile experiences that adapt to their needs,” said Brent Hieggelke, chief marketing officer of Urban Airship. “These messaging-originated user interactions will soon be more important than organic use of static app content, telling businesses what customers want more or less of within their immediate context and moment of need.”