1. THE FUTURE OF
PUSH
NOTIFICATIONS
MARCH 20TH 2013
MAD | MCD Partners
@nicolecardoza

2. We are emotionally, rationally, irrationally tied
to our connected devices
75% of 25-to-29 year olds sleep with their phones

3. Digital natives switch their attention between
media platforms once every two minutes
[27times/hour]

4. GOOD PUSH NOTIFICATIONS DRIVE…
67% of usage the first month
74% of usage two months after
81% of usage three months after
URBAN AIRSHIP, 2012

5. + EASE OF CUSTOMIZATION
+ ENCOURAGES ENGAGEMENT
+ HIGHLY TARGETED
+ DRIVE TO APP

6. + EASE OF CUSTOMIZATION
+ ENCOURAGES ENGAGEMENT
+ HIGHLY TARGETED
+ DRIVE TO APP
- INTRUSIVE
- COSTLY
- IMPLEMENTATION
- DRAINS BATTERY

7. TELL ME WHEN TO USE YOU
&
INFORM ME WHEN I DON’T HAVE TO

8. NOW
Less than 2 years
2 to 5 years
5 to 10 years
EXPECTATIONS
Big Data Application Stores
HTML5
NFC Payments
NFC
Cloud Computing
Push
Notifications
PEAK OF TROUGH OF PLATEAU OF
TECHNOLOGY TRIGGER INFLATED DISILLUSIONMENT SLOPE OF ENLIGHTENMENT
PRODUCTIVITY
EXPECTATIONS TIME
Source:
Gartner's
Hype
Cycle
for
Emerging
Technologies,
2012

9. 2015
Less than 2 years
2 to 5 years
5 to 10 years
EXPECTATIONS
Big Data Application Stores
HTML5
NFC Payments
NFC
Cloud Computing
Push
Notifications
PEAK OF TROUGH OF PLATEAU OF
TECHNOLOGY TRIGGER INFLATED DISILLUSIONMENT SLOPE OF ENLIGHTENMENT
PRODUCTIVITY
EXPECTATIONS TIME
Source:
Gartner's
Hype
Cycle
for
Emerging
Technologies,
2012

10. WHAT SHOULD WE EXPECT?
6 MONTHS
Decline in push notifications due to
increasingly regulations
Actionable
Quantity over quality

13. WHAT SHOULD WE EXPECT?
1
YEAR
Decrease in efficiency due to
new platforms and devices

14. CLUTTER
FROM
WEB-­‐BASED
PLATFORMS
Browsers learning
how to bring push
notifications to web
experiences.
But they’re not there
yet.

15. SNACKABLE
CONTENT
AND
NO
UI

16. OWNING
THE
LIVING
ROOM

17. WHAT SHOULD WE EXPECT?
2
YEARS
Smart, efficient use of push notifications
Prioritization on connectivity by screen size

18. PRIORITIZED BY PLACEMENT
Real-time
Location-aware
Evergreen messaging,
time-intensive
engagement
Less time-sensitive,
further controlled
Calls, messages,
timely alerts

19. UTILITIES
HAVE
THEIR
PLACE

20. LEVERAGE
THEM

21. EMAIL
RESPONSIVE EMAILS
CTA SPECIFIC
FOR PLATFORM

22. LEVERAGE
OTHER
APPS

23. DEVELOP
MESSAGING
GUIDELINES
BRAND PRODUCT RELEVANT REMINDERS ETC
UPDATES UPDATES NEWS
IMPACT?
ACTION?
IMMEDIACY?
INFORMATION NEEDED?

24. SET
EXPECTATIONS
“Good to know. I can
read the whole thing “I need to act on
later.” this, or I’m missing
out.”

26. TIMELY
1 – 3 SECONDS

27. DETAILED INFORMATION
SIGNIFICANTLY
COOLER
TOMORROW!

28. DETAILED INFORMATION

29. LOCALIZED

30. “OWNED” V. GENERAL INFORMATION

31. “OWNED” V. GENERAL INFORMATION

32. DELIGHTFUL
adj. joyful, satisfaction, pleasing
LATEST MOVE
INVITES TO PLAY

33. DELIGHTFUL
adj. joyful, satisfaction, pleasing
UPDATES
LATEST MOVE
INVITES TO PLAY
NUDGED
“WAITING FOR YOU”

34. PROVIDE USERS CONTROL

39. Thank you!
@nicolecardoza nicolecardoza.com
linkedin.com/nicolecardoza