Push notifications, user manual 2015
Contents
1. ET HESTLE Bebe N Uri MDC TIT 22 Y y Y l Hestie pat HE Arne 3 gt Uae LOCAL PUSH NOTIFICATION Local push notification can be used to alert users of a recurring and predictable event upstream from the publication of the app In the example opposite Corse Matin sends an alert every Saturday mor ning at 10 AM about the release of the weekly magazine supplement The technical specificity is that an automated push every Saturday at 10 AM is directly integrated into the app code with no external intervention 32 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 NOTIFICATION FOR ABANDONED CARTS Like ecommerce websites mobile commerce apps implement mechanisms to re engage users who have abandoned their carts ShowRoomPriv implemented kinematics with a dual pathway push notification reminder if the mobile user has closed the app m or inapp notification if the application is still open Il re oit une push o bien une notification in En cliquant il est redirig vers notification si il est sorti app si il est encore dans son panier et peut finaliser sa de l application l application commande Le mobinaute vendreck 1 TT i a perpe i bi ahe Commence un lee 130 06 panier dans l application m commerce Celui ci est conserv pendant 20 min MMA France 2015 Reproduction prohibited 3 THE PUSH NOTIF2. PUSH QJ w x e Marque gt Consommateurs A v Ko ae oat ae o4 SU e we e e e i i i l l e e o e e I I Ne e ne rie e ra d STRATEGIE PULL ee e o 5 SS Consommateurs gt Marque o ye QU v AT x ec It must also enable brands to find new opportunities for meaningful contact and to design multi channel scenarios as illustrated below PA eMail Email personnalis En m me temps qu il navigue L utilisateur re oit un app et cibl l utilisateur re oit un web push push pour le r engager Clics et arrivee sur une Abandon de panier page web N Contenu Personnalis Site Web LJ F Panier B5 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 Mobile Marketing Association France about us Mobile Marketing Association France is the only association dedi cated to marketing advertising and CRM via mobile and tablet in France lt includes the major mobile marketing and advertising players agencies producers technical providers mobile opera tors measurement institutes manufacturers etc It is the bench mark professional organization in the sector To go further Various members of the association are able to support you with your push notification needs alphabetical list Atsuke Azure Mobile Engagement Microsoft OLK CM T elecom IBM Xtify High Co Mblox MyElephant Netsize OBS Ocito Phoceis SAP Snap
3. the application platforms which should be solely responsible to regulators if the laws application is modified s Memo drafted by Etienne Drouard Attorney at law Partner with K amp L GATES N MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 BEFORE STARTING YOUR PUSH NOTIFICATION CAMPAIGNS Tae Tres SEIS In Memento CRM See via uisi NOU TCU IS to Tonn Te database of tokens of your apps users To create this database and send push notifi cation campalgns you must first collect the consent of every user Remember that only people who have downloaded your app will be able to receive these notifications The method for collecting this consent is different on the Apple Android and Microsoft platforms Windows Phone OS android For Apple consent must be collected via an opt in approach To do this the user executes a specific action to turn on notifications The example of the Le Monde app opposite illustrates this situation in which the user must click on OK to agree to receive notifications from the Le Monde app e MMA France 2015 Reproduction prohibited b t Cura E F Hn Nol ications Le Monde Autorser les notifications Dans Cantre de notifications Turn notifications Pastile sur ic ne d app Afficher sur l cran veerouill XA THE PUSH NOTIFICATIONS USER MANUAL 2015 There are two possible methods for turning off notifica tio
4. Days w i Users Wir dd Hi me Activa A SES F Retained y MEN CCR 3 uc 4 us Tracking A Ln in ai 4 i gt Y i Ad F Tracking per Source E ux 2 n E i e P LE po Tracking per Store 1 A a E Le x a M A 2 YO A 2 Retention t 7 1 TT E r i k V wa P S z wr k s t E k y Sessions ndi a de Y Te B Activities 3 User Path Q 5 Events MMA France 2015 Reproduction prohibited C THE PUSH NOTIFICATIONS USER MANUAL 2015 BEST PRACTICES IN PUSH NOTIFICATION THE PUSH NOTIFICATIONS USER MANUAL 2015 Here is a selection of theoretical cases or real examples of push notifications which seemed pertinent to us RICH PUSH NOTIFICATION For better visibility in the notification center it is possible with Android to send a visual notification similar to a web banner In the example of the La Redoute Android app opposite the destination proposed for the click was a dedicated landing page to create a visual impact during the sale period Also of note the unsubscribe proposal at the bottom of the landing page to facilitate optout PUSH NOTIFICATION WITH SOUND To further stand out it is possible to add a sound that will play upon receipt of the notifica tion The sound file is not an attachment to the notification but is stored in the mobile app In the two examples below you hear A typical tennis referee voice rising in excitement when one of his fa
5. ERVICE As with email and SMS campaigns the advertiser may delegate the implementation of the push noti fication campaign to a partner The brief must contain various elements m The message The date and time of the campaign Either a complete and finalized message or the outline The final item needed to execute the campaign is to and goals of the message so that the partner can make define the push period On this aspect the partner may proposals for the client to approve or edit make proposals to guide the client in selecting the most appropriate time to launch their campaign 18 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 m The token database Two possibilities from a technical standpoint The token database is interfaced with the partners tool In Or the token database is not interfaced with the this case the advertiser will specify the segments of the partner s tool and the advertiser will provide the seg token database that it wishes to target with this campaign ments of the token database to use for this campaign Once these three aspects are defined the partner sends a test message for approval This is equivalent to the final proof sent by printers to an advertiser for approval before printing For this Final proof the client s test phone token must be integrated into the campaign push tool Once the final proof is approved by the client the campaign is
6. ICATIONS USER MANUAL 2015 7 PUSH NOTIFICATION TO IMPROVE THE RANKING OF THE APP Instead of sending a message to all people who download an app with the risk of users who are not satisfied responding more often and faster than the others it is advisable to identify the users who have shown the most interest in your app and send them a notifi cation inviting them to rate and review the app at their Store Une notification est L utilisateur est redirig envoy e pour inciter vers le Store d App pour noter l application noter l application 14 40 Lo Mode p rtcipera la cordance sociale lund et mardi 20 Minutes fr l actualit en co 20minutes fr B momia Les synckcats peuvent is ENS encore fare confia aux patrons el au gouverme T LENS Dad arta is TT Pourquoi ls agressona sexuelles sont plus nombreuses en t Lag um Cm rd Pourguo aliaz vous vor ios m mes artistes tout t 34 MMA France 2015 Reproduction prohibited THE FINAL WORD MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 25 THE PUSH NOTIFICATIONS USER MANUAL 2015 Push notification is perceived by marketing and CRM directors as an additional channel for tercio SEW een er Ire ne lave lies CU tone ss Ne TRRIDISLE UNE ele oc mtesiate alto 0 3I brand s CRM strategy and find its place within the existing relationship marketing approach e SY X J i STRATEGIE CRM
7. L 2015 To turn off notifications after installation or to opt out after a period of use several possibilities exist which vary based on the version of the Android OS installed on the user s phone It might be possible in the app settings provided this functionality was developed In fact this is the only pos sibility for Android devices running version 2 3 the older version of the OS which is increasingly rare today and fated to disappear soon fewer than 10 in February 2015 according to Google Example under 0S 23 Example for 4 0 and higher Activer Jes notificationg Artem ncn la ces de ification Rubriques Otherwise this happens in the phone settings in the app section for Android phones running version 4 0 and higher or tablets running version 3 0 or higher Notifications can be turned on or off in the settings for each app as shown in the example of Le Monde below SE Os Bret Informations sur l applic UESPEETALLER MMA France 2015 Reproduction prohibited 11 THE PUSH NOTIFICATIONS USER MANUAL 2015 Windows Phone apps also allow push notifications Collecting consent takes place via an opt in process This works very much like with Apple devices with an explicit agreement requested from the user to activate push notifications The example of the 20 Minutes app below illustrates this optin approach The form is presented to the user during the app installation process 3n Da A d t
8. THE MOBILE MARKETING ASSOCIATION FRANCE S GUIDELINES FRANCE Push notifications user manual 2015 Loic Pailler Media CRM Division Director userADgents Felipe Batista Marketing Associate Julien Pelc Customer Success Manager Azure Mobile Engagement Christophe Borde Marketing Director Mobile Enterprise IBM O userADgents Microsoft AEREA O0OOmercis group White paper supervised by Martin Jaglin CEO OCITO and Vice President Secretary General Mobile Marketing Association France THE PUSH NOTIFICATIONS USER MANUAL 2015 CONTENTS Preface headache or opportunity THE KEY STEPS TO BUILDING A PUSH NOTIFICATION STRATEGY 4 1 Before starting your push notification campaigns 9 A Definitions let s call things by the right name 5 B The applicable legal framework does the LCEN Trust in the Digital Economy apply or not 6 C Opt in and opt out what no one ever told you 8 D Initial technical set up did you say SDK 15 2 Before How to carry out your push notification campaigns 18 2 Before good push notification campaign 25 3 During Track routing and manage peaks 25 4 After Reporting and analysis which KPls 27 ll BEST PRACTICES IN PUSH NOTIFICATION 28 1 Rich push notification 29 2 Push notification with sound 29 3 Geolocated push notification 30 4 Trigger notification in the client life cycle 3l 5 Local push
9. age format timing etc MMA France 2015 Reproduction prohibited 19 THE PUSH NOTIFICATIONS USER MANUAL 2015 ft Home Campaigns Push info announcoment o een You are ready to design the notification Motification tithe a of your campaign Alerte quotidien Fill in the form on rhe righi ide and ie the previna to check the look of your Notification message notification on various platforms Consultez les news partager la machine caf Cappiain Demo Applica vem Aate quotidien 7 Corsul ez les rara partage Action URL help A ha machine caf man app news resume Notification image Customize devices behavior 00000 Start t out of app any time in app iius jan 22 15 07 00 In amy activity a End time Jan 22 15 10 00 xw Time zone 01 00 Paris we Create a New Notification Please visit aur documentatron ste for campasqn setup assestance Check the boxes Lo enalile he appropriate channel Por your curripangr 7 iPhane Pad V Andruid GCM Fl Windows SMS Fl Blackberry GOM Templates Choose One j Inbox Only E Android GCM Windows SMS BlackBerry C2DM Simple dre VTLiving vous propose une nouvelle s rie d offre d couvrir tout de suite onternt Button Label D couvrir Soumi Default E Hedge 4 Estimated number of lisple Limitation i 2546 tharacters remaining Button Action OPEN APP OPEN UHL CUSTOM DATA Rich Matifirstzun S
10. ails 20 MINUTES FA Autres oppbcations de 22 MINUTES ER pi francan identit du t l phone amp dentit du propesetamne services de localisation bibkoth que rmasicale bibliothegue de photos lecture multim dix m rophone services che donn es clavier de t l phone senace de notification push capteur de mouvement composant de navigateur da a Push Notifications Voulez vous recevoir des Push Notifications pour tre inforneje des derni nes actualit s 2Ominutes fr a To receive notifications _ the user must click on OK Windows Phone users have several options for turning off push notifications 1 In the app settings 2 In the phone settings in the notification center 1 App settings en E param tres param tres E LE m 3c gt MO lZ 1 Phone settings notifications a NE Challenges E Facebook lll Fond d cran pas L Obs MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 HOW TO DEAL WITH THE DROP We are increasingly seeing a drop in the percentage of notifica tions turned on within the app pool This phenomenon is due to several factors changing habits and user education growing volumes of notifications sent requests to authorize notifications without any explanation of what these mightcontain collecting consent at an inopportune time In general consumers today are not as like
11. duction prohibited CO THE PUSH NOTIFICATIONS USER MANUAL 2015 In the case of Android apps collecting consent takes the form of an opt out Unlike the opt in an opt out constitutes consent by default In practice this takes place via a screen displayed during the apps installation telling the consumer that by installing this app he or she accepts various conditions which are organized into categories Identity Location Photo etc J as in the example of the Le Monde app below Thus information about receiving notifications is not clearly indicated and the consumer is not given the possibility of refusing notifications at the time the app is installed To be more precise what occurs is not activation of notifications but rather authorizing the app to collect the user s token the user s identifier contact key for receiving notifications Some apps collect the token upon installation and explicitly offer the user the choice of receiving notifications in a later step This approach to token collection is generalized in Android apps as we can see with other examples of apps below Fe Histanque de Tappacell et des peplis Peers nneenus mulembdas 0 Fichiers x A bere Micra Information sur In connexion WE E Phoon Core maitim dim Pinter E ientilentdapperel el mica acpel idert ara d azpared e infos apzel 10 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUA
12. e some basic notions that will help you if only notifications corresponding to the basic services available with APNS MPNS or GCM are nee ded no SDK is necessary because the actions are executed from the server However Usage scenarios are fairly limited in this case MMA France 2015 Reproduction prohibited I THE PUSH NOTIFICATIONS USER MANUAL 2015 There must first be a connection to each service The action then enabled is a mass push without real segmen tation or information about users habits and tastes While this meets breaking news type needs we are far from CRM approaches based on analytics and segmentation Finally you must be able to manage and ensure the maintenance of the connections with the various servers An SDK gives you additional possibilities it is a tool kit that lets you use several software programs to meet defined needs Several push notification SDKs exist in the market with specific purposes such as communicate statistics deliverability interaction manage push notification systems and inapp messages with greater flexibility to customize notification Formats communicate usage analytics tracking related to notifications to the app and or to users communicate information from devices such as the type of device service provider geolocation network The choice of SDK will thus be based on the ease of integration documentation integration time testing infor mation sources backoffice reporti
13. ev or Prod as well as a unique identifier Because these two elements can be swapped it is customary to partition the environment to avoid cor rupting data communication or impacting users in a Prod environment This lets you avoid for example sending a push notification called My test to a million phones D THE PUSH NOTIFICATIONS USER MANUAL 2015 BEFORE HOW TO CARRY OUT YOUR PUSH NOTIFICATION CAMPAIGNS There are three approaches to sending push notifications Full Service the advertiser publisher briefs the service provider who implements the campaign end to end m Saas the advertiser publisher configures the campaign themselves using an SaaS tool solution API a web service connection for example to enable routing Broadcasting 2 A Full Service Connection between the information system of the brand and the broadcasting platform The project manager B Saas Connection between the information system of the brand and the broadcasting platform The client configures C Broadcast via Webservice Connection between the information system of the brand and the broadcasting platform him herself the campaign on an interface configures the campaign on an interface Campaign management The project manager 3 advises the brand i on the writing the Advise best hour and date of broadcasting Analytics interface tailor made reporting on demand 1 FULL S
14. fications to other apps Eb MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 AFTER REPORTING AND ANALYSIS WHICH KPIS 4 Among the many performance indicators KPIs related to notifications three stand out 1 Sent the number of messages sent by the server 2 Interaction the number of users who interacted with the message either by clicking on it or deleting it closed 3 Click the number of users who actually clicked on the message Here is asummary of the primary indicators available by OS Push Systeme via Serveur XJ Envoi Push Systeme via Outil Tiers K Envoi In App Message via Outil Tiers Envoi LlFermeture L Fermeture Fermeture X Clic X Clic X Clic Android X Envoi DX Envoi Envoi K Fermeture Fermeture DJ Fermeture XJ Clic x Clic XX Clic Windows Envoi Envoi X Envoi Phone C Fermeture O Fermeture K Fermeture D Clic Clic Clic The various market solutions offer sections dedicated to statistics that are acces sible via web interface They enable download of information about usage ana user behavior such as active Users new Users pages visited time spent on these pages actions completed type of device crashes and errors This information is periodically updated and consolidated Here is an example New User Count EX td 4 New User Map CET w e Dashboard Versions Last 30 Days Per hour day week month Versions s Last 7
15. he app and triggered by a pre displayed in the device s notification center and indi defined action event without need for an Internet cated by a banner Push notification seeks to trigger a connection or server interaction user session or send an instant message Data push In App message Data push sends information to the app that makes The primary characteristic of this type of notifica tion is that it is only delivered when the application is in use The inapp message is an integral part of the application It contributes to personalizing and enri ching the user experience MMA France 2015 Reproduction prohibited it possible to personalize the user experience without specific action by them Token Unique identifier of the phone device on which the app is installed This token is anonymous and is only commu nicated by the app to the publisher s information system if the user agrees to turn on notifications see how to collect opt in section Ul THE PUSH NOTIFICATIONS USER MANUAL 2015 BEFORE STARTING YOUR PUSH NOTIFICATION CAMPAIGNS B THE APPLICABLE LEGAL FRAMEWORK does the LCEN apply or not un The rules governing direct solicitation by electronic mail were not written to apply to push notifications aJ This does not mean that users have no rights in this area b However these rights are organized by the app platforms cJ i Push notifications are not covered by the definit
16. html lt body gt lt input name nom value valeur gt Example of data exchanged to update a token Name of the field Description Format Mandatory Example nenas Stri Y ADD TOKEN Campaign of the campaign pi i D The token that Token must be registered String 200 3 Yes l23adfe475gbcd Mobileid The mobile ID Sting 0 Yes lknzlkenz41654 Type C2DM or APNS String e APNS The App ID on which the j Appid broadcast is being done mE Yes 4e MMA France 2015 Reproduction prohibited ell THE PUSH NOTIFICATIONS USER MANUAL 2015 BEFORE A GOOD PUSH NOTIFICATION CAMPAIGN It is possible to configure various elements of the campaign m he issuer from the name of the application in the Store Your App Name m he message itself which is measured not in characters but in bytes On average an iOS banner notification on the lock screen displays the first 60 characters and Android the first 45 Mw es experiments les push notifications NOU m m The icon image appearing to the left of the notification in certain OSs The badge red dot on the upper right corner of the application icon m The app landing page m And for enriched notifications Calltoaction buttons Visual Sound Vibration Here are a few examples to illustrate the functionalities offered for each OS E L 14 82 vendredi 31 octobre System push wi
17. importance in the marketing mix throughout the 2010 2020 decade However it must be understood as part of a global cus tomer relation approach and not siloed Briefly put don tadd ano ther layer of frosting to the customer relationship but prioritize and segment to remain customercentric Enjoy reading 110 SIM penetration in France according to ARCEP 2014 56 have a smartphone 7 four times more smartphones sold than computers in 2014 according to the 8th MMAF barometer Jan 2015 SMS push notification Passbook Beacon etc Flurry Analytics 2014 OO AIM VANS dgela e 240 ke Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 THE KEY STEPS TO BUILDING A PUSH NOTIFICATION STRATEGY THE PUSH NOTIFICATIONS USER MANUAL 2015 BEFORE STARTING YOUR PUSH NOTIFICATION CAMPAIGNS A DEFINITIONS let s call things by the right name Notification is the only communication channel specifically designed for mobile apps It ENCES CVE uses POA SISIFSGIne ese rms ones mas USES ness nt with their app THERE ARE SEVERAL TYPES OF NOTIFICATION Push notification Local push also called notification Also called push technology remote push or native Local push combines the functionalities of the two push it is the most common type of notification With notification formats above However here the action this format a message is sent to the app s users and is is programmed within t
18. ions of the LCEN Push notifications do not have the characteristics defined in 2004 by the legislator and which apply to direct solicitation by electronic mail or since June 2014 by an automated electronic communication system formerly automated call centers The notion of direct solicitation was defined by the LCEN as the sending of any message aimed at directly or indirectly promoting goods services or the image of a person selling goods or supplying services Most push notifications promote a product service or company Howe ver this notion relates to methods of communication that use the contact information for a natural person with this contact information constituting personal data of the recipient collected from him or her or for which s he accepts that it be used for purposes of direct solicitation But push notifications are not sent via personal contact information previously provided by the user him or herself In addition in terms of their method of dissemination push notifications do not necessarily constitute electronic mail defined by article LIV of the LCEN as the sending of any type of content stored on a server or in the users terminal until he or she collects it Push notifica tions cannot be assimilated to electronic mail when they can be deleted at any time from the users terminal without regard for his or her wishes or inaction ii Push notifications
19. ly to turn on notifi cations to avoid being flooded with messages that may or may not be relevant to them lt is essential to adopt the users point of view and ask the right questions to optimize optin rates IF notifications are perceived as bringing real benefit it will be easier to convince the user to turn them on By answering the following questions you can adjust the collec tion pathway modify the user message and increase the rate of notification subscription What advantage service or benefit does the notification provide When is the most relevant time to ask users to turn on notifications What is the frequency and volume of notifications sent How can notifications be turned off In the example of the Se Loger app notifications are not pro posed during installation but at a specific moment during use The consumer has just completed a search and is asked if he or she wants to be informed of any new ad that corresponds to this search This approach is more effective because the consumer is actively engaged within the app MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 HOW TO DEAL WITH THE DROP true FOLLOWING In this second example Very Last Room proposes notifications after a first search has been performed To stand out even more a specific screen was developed using a relaxed tone to enhance the relationship with the consumer In conclusion each advertiser
20. ng etc and the type of information log crashes visits interaction calls to action behavioral and or declarative data etc VARIABLE INTEGRATION TIME Depending on the goals and issues addressed by the app publisher the time needed to integrate an SDK will vary from a few minutes to several hours A SDK SIZE This is variable from a few Ko to a few Mo However compiling the SDK during integration reduces its size 16 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 A A FEW BEST PRACTICES FOR SDK INTEGRATION Follow the instructions carefully We frequently see integration errors when developers have already implemented a push notification system and therefore think they can skip or modify steps in the integration process The final result is usually extra iterations or usage regressions Plan an iterative system Adapt to an app release plan and check that there is no new updated version of the SDK Like apps and opera ting systems SDKs are constantly evolving and adding new functionalities You must therefore get used to checking that the installed version is the most recent MMA France 2015 Reproduction prohibited Plan Dev and Prod environments This seems obvious but often the biggest error is to not differentiate between the development and production environment An SDK generally has a unique identification code attached to an app D
21. notification 32 6 Notification for abandoned carts 33 7 Push notification to improve the ranking of the app 34 Ill THE FINAL WORD 35 Mobile Marketing Association France About us E MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 PREFACE headache or opportunity lt used to be easy Remember ten years ago when Nokia and Motorola reigned supreme in the mobile universe Back then if a brand wanted to announce a sale to its customers on their phone it was easy they just launched an SMS campaign which we should remember is a channel that is far from obsolete Today marketing and technical departments face a first world pro blem their customers have never been so mobile French people have never been so well equipped and there have never been so many mobile push channels So what do you do Which do you choose How do you integrate these new tools into an already busy relationship marketing landscape Essential With this Guide Mobile Marketing Association France intends to demystify push notification a tool which we believe already to be essential given that mobile web traffic is on its way to exceeding computer based web traffic apps account for 86 of this mobile traffic and push notifications are by far the best tool to incite users to revisit an application QED Not siloed Push notification is thus naturally poised to take on increasing
22. ns on the Apple platform 1 Ata minimum the user can navigate to the Notifications section in his or her device settings This contains a list of all the apps for which they have notifications turned on or off For each application a dedicated screen allows users to turn noti fications on or off and configure their reception format 2 The second method for turning off notifications is found in the settings within the app itself Configuration section Setting notifications inside the app is less common because it requires specific development and thus generates an extra cost The unsubscribe principle remains the same sometimes with granular options to opt in or out of a certain category of notifications Choix du mode de r ception SNCF TRANSILIEN A Lors de la reception duat eptiicabos a v O iv L utilisateur precise son mode d alerte pr f r vibration son A Lignes RER eG Personnalisation du consentement L utilisateur s lectionne uniquement les lignes qu il emprunte Segmentation par cr neaux horaires L utilisateur indique ses horaires de fr quentation pour ne pas recevoir toutes les alertes SNCF TRANSILIEN de la journ e Segmentation par jours de la semaine L utilisateur indique ses jours de fr quentation pour ne pas recevoir des alertes tous les jours Example of the SNCF Transilien app in which the traveller can choose his or her route land more MMA France 2015 Repro
23. ons Triggered Click Through Rate First Time Visits Notifications Triggered Notifications Clicked Chick Through Rate 95 1381 4418 6 0 14 Report s Legend First time Visits The number of new unique visitors to your website Notifications Triggered The number of notifications triggered and typically viewed on your website Notifications Clicked The number of clicks on any links in your notifications triggered Click Through Rate Notifications Clicked Notifications Triggered User data may also be available for batch or realtime import to thirdparty tools for more refined analyses MMA France 2015 Reproduction prohibited E THE PUSH NOTIFICATIONS USER MANUAL 2015 X THE IMPORTANCE OF THE RELIABILITY OF THE PUSH NOTIFICATION SOLUTION FOR LIVE EVENTS BREAKING NEWS One advantage of push notification is to be able to send relevant information to users at the right moment During live events the right moment corresponds to the instant the action is taking place Therefore a large number of push notifications will be sent in a very short time and potentially by several apps It is therefore important that the push notification solution chosen is able to manage the necessary volume scalable The scalability of the push notification tool is important because during peak times it must be able to pro cess and send all messages without the quantity of pushes for a given app having an impact on the delivery of noti
24. p Sofialys userADgents Mobile Marketing Association France 149 avenue du Maine 75014 Paris Julie Poilleux Coordinator coordination mmaf fr Follow us 9 it MIMI dgela e 240 ke Reproduction prohibited Su
25. scheduled and pushed on the planned date Once the campaign is executed a distribution report is sent to the client with various tracking indicators planned push volume volume sent errors notifications not received and confirmed by Apple Android Microsoft This distribution report is either available online or as a document sent to the client To enable dissemination of the campaign the tool used for push notification must first be configured with the advertiser s certificates associated with the Apple Android Microsoft accounts These certificates are valid for one year and must therefore be renewed before their expiration date 2 SAAS TOOL SOLUTION The SaaS Software as a Service model makes it possible to access functionalities without implementing any infrastructure from an Internet browser and without any par ticular technical expertise The SaaS solution chosen must if possible make it possible to collect usage data within the apps Analytics segment the user base according to this data possibly enriched via API with the data available to the app publi shing company and programme engagement scenarios combining the various push notification possibilities which will be triggered in real time as soon as a user meets the criteria of the target segment Here are examples of SaaS solution interfaces that allow you to manage your push notification campaign by defining the message and scenario trigger criteria segment mess
26. should adapt their own collection pathway applying a usercentric approach to effectively optimize optin consent 14 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 BEFORE STARTING YOUR PUSH NOTIFICATION CAMPAIGNS D INITIAL TECHNICAL SETUP did you say SDK Notifications are based on the native capacities of the major mobile platforms and require the use of the manufacturers services Apple Push Notification Service APNS Microsoft Push Notification Service MPNS and Google Cloud Messaging GCM o SSL connect i e ves deviceToken cesses ar o deviceToken J Fr Shown opposite is an example LEN F of kinematics proposed by Apple ClentApp je deviceToken j Provider to recover the token for a given mobile user and a given app To begin sending notifications you can use the notification solution of the partner that developed the mobile app if such a solution is available or turn to a specialist and integrate an SDK which will let you take control of notifications ANOTHER SDK P HOW BIG HOW DO I INTEGRATE IT WILL IT CONFLICT WITH THE OTHER SDKS These are the kinds of questions asked by marketing project and IT teams when we talk about implementing an SDK There is no single best practice when it comes to choosing and implementing an SDK as there are so many variations with different Functionalities and purposes However here ar
27. ston Celtics basketball team ne c Home Court Advantage when they arrive at the club s home court 7A 5 TD Garden Prerequisites they must have Home Court Advantage presented Wednesday Novertiber 6 by Americon Express the Boston Celtics app consent to geoloca By Boston Celtics Jun 26 2013 05 19 PM ET tion and not turn off the smartphone GPS Join us live now on the Celtics ss They then receive a message presenting e omeo Advantage presented by American the game of the day Express our now live pregame r MW Coltics TRIGGER NOTIFICATION IN THE CLIENT LIFE CYCLE In addition to oneshot notification campaigns it is advisable to integrate trigger MOMMECMONS n Uns CHEM IS COELI malena Cire reete exe 1 e SOSciie evene Example below for the Easyvoyage mobile app with three types of notification D after downloading the app welcome and reassurance notification D 3 after the latest search for a flight cross sell notification m D 45 after the last use of the app reactivation notification MMA France 2015 Reproduction prohibited ol THE PUSH NOTIFICATIONS USER MANUAL 2015 Other examples of notifications that are triggered by the client life cycle from the Nestl B b app J 2 t l chargement J 5 non ouvreur fonction suivi t t e Si 3 visites non optin Dt 20 non ouvreurs de 5 visites incitation ala email l application notation
28. th icon and text In app message with image and text El de nombreuses Bulres desinabdona lnintaines pati proc mec Ar Franca ee MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 ANDROID PUSH NOTIFICATION 10 41 vendredi 23 nier Savez vous qu avec l application tablette Air France press vous pouvez 8 b n ficier gratuitement chacun de a vos voyages sur Air France d une s lection de presse digitale Cliquez ici pour en savoir plus T Actualte des vals Meleues ONES WINDOWS PHONE PUSH NOTIFICATION omantin des sur l lection de nalit Les ou non la MMA France 2015 Reproduction prohibited E THE PUSH NOTIFICATIONS USER MANUAL 2015 Windows Phone also includes the live tiles format exclusive to this environment which links to the apps located on the home screen These display the pushed content on the app launch tile on the home screen The tiles also display notification badges like the other OSs which provide summary or status information specific to the app Here is a summary of the various configurations possible depending on the OS APNS DE Texte Windows Phone DITexte bd Texte Image Image Image io ill Grande Image X Grande Image Grande Image eme CX Badge Badge Badge Ic ne Ic ne Ic ne DX Vibration X Vibration XI Vibration XSon Son Son URL X UREL XIURL Vigne
29. ttes Dynamiques Een Dynamiques Dynamiques Eras Fonctionnalit In XImage App Message Outil up Tiers zi Bar EX Call to Act PX Call to Action BICall to Action DSIn App In App X In App X Deeplink X Deeplink X Deeplink Action Redirection Web Web Web bd Store Store X Store X Email X Email K Email KISMS DI SMS DISMS Num ro de T l phone Num ro de Num ro de T l phone T l phone 24 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 DURING TRACK ROUTING AND MANAGE PEAKS Tracking campaigns and their performance can take place in real time or after completion Unlike texts a more costly channel but with strong operator commitments with regard to speed and reception quality push notifications are sent by Apple Google and Microsoft in best effort mode It is therefore advi sable to monitor message performance by app type of message sending calendar etc Example of a real time campaign tracking interface Metrics Review your REACTOR Campaign performance Application Summary Application http blog balfes net Campaign All Date range 11 29 2013 12 6 2013 http blog balfes net All Report ali 11 29 2013 12 6 2013 1000 125 ni 04 Dec 2013 Notifications Triggered 643 Click Through Rate 0 31 x 600 5 3 8 zm 400 50 E 00 5 I Nov 30 Nov 01 Dec Of Dec 03 Dec 04 ber 05 Dec 06 Der n m Matificati
30. ubject as nouvelles offres VTL iving Rich Motdication Contar The leading solutions on the market offer additional functionalities Real time data escalation User database segmentation based on CRM data mobile terminal data user behavior language time zone Frequency product life cycle window of opportunity etc m Sending of other types of mobile messaging web push notification from a browser SMS push via Passbook etc Detection of app crashes 20 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 In this offer also called routing the partner can provide APIs that enable direct interfacing between the adver tiser publisher s IS and its mobile app with the partner s push notification platform This model is preferred in particular for apps that send service notifications related to the publisher s business and to a specific event concerning the user such as placing an order exceeding an account threshold etc Example of data exchange requests Data is transmitted via HTTP requests using GET POST is possible in the requests received by the partner in this case the content must be in multipart formdata format The requests are in HTTP 11 format Noredirect is supported neither temporary nor permanent The charset to be used is UTF8 For all requests the service must respond with an HTTP 200 code and content correctly formatted as follows
31. users rights Users rights vary depending on the application platform concerned see pages 8 to 12 Opt in prior agreement offering a choice of a yes or no answer and the possibility to modify it later constitutes a prior agreement mechanism not required by existing regulations This opt in system is nonetheless mandatory on iOS and Windows Phone Opt out refusal right which enables the display of push notifications unless the user specifically opts against it is not illegal for two reasons Firstly because the LCEN is not applicable to push notifications item i above Secondly because the LCEN like the Information technologies and freedoms act subjects the sending of commercial offers to a simple refusal right when these concern products or O MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 services supplied by the publisher of the mobile app However even if the displayed notification concerns a service that is not provided by the app publisher the inap plicability of the LCEN makes this type of notification legal iii The responsibility of the app publisher or its advertising division Some might fear that the prior consent requirement could be applied by regulators to push notifications even if this distorts the applicable laws and regulations as written But whatever the wishes of the app publisher or advertising division user rights are organized by
32. vorite players has finished their French Open match game set and match to Federerl m Children babbling in this app for young parents who want to take a photo of their baby every day to create a timelapse video the sound notification serves as a reminder MMA France 2015 Reproduction prohibited 29 THE PUSH NOTIFICATIONS USER MANUAL 2015 Application OS Application OS Roland Garros Dis Merci la Dame iQ Jeu Set et Match Federer GEOLOCATED PUSH NOTIFICATION Unlike the other direct marketing channels of email SMS or mail push notifications can be geolocated using the smartphones GPS the consumers location is recovered within the brand app following an explicit request for consent which opens up new consumer pathway prospects such as this one eal Digital Y Purchase L utilisateur visite un louwe la notification et est L oo est oo point de vente st en sort redirig vers le site web Aaa Dew I8 DIN eres ll re oit une nch notification avec une offre peu de temps apr s Les comportements sont collectes par Digital Analytics Clarification geolocaled push SMS is possible in some countries but with many constraints which is why it is not very used by marketers 3 MMA France 2015 Reproduction prohibited THE PUSH NOTIFICATIONS USER MANUAL 2015 y Here is an example of a geolocated notifi cation in the United States received by the bee fans of the Bo
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