Push Technology

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5. Using Push Applications

5.1 Using Off-the-Shelf Push Applications

The easiest way to use push technology is to use existing push applications. Independent software vendors (ISVs) can adopt one of the current applications (e.g., BackWeb and Marimba), either without requiring any additional functionality, or by including it in their product. It is possible for a push vendor to deliver a 'private label channel' to an ISV.

TIPS FOR USING EXISTING APPLICATIONS

Determine what content needs to be pushed(not everything does). Just push the content that users request or the publisher needs them to see. Information that doesn't need to be "timely" may not need to be pushed.
Determine the content format for most effective presentation.
Choose a model based on the type of content delivered, but also consider features and model characteristics that fit your business and environment.
Review corporate branding options--can the application accept your branding on the client as well as the server content?
If no application or technology fits, think about altering the presentation of your data to use the application more effectively.

5.2 Integrating Push into Applications

There is a compelling case for ISVs to incorporate push technology into their applications. Push technology provides the means to easily update the end-user with new software and content. Now it is much easier for both the software developer and customer to establish a direct relationship. The business model ramifications certainly are intriguing.

One way to integrate push capability into application software is by integrating an off-the-shelf push application. There are issues involved in working with third-party software. For example, an ISV has added dependencies and may not have total control over all the deliverables. In addition, there are trademark and copyright considerations, documentation differences, and support programs to consider. Each ISV must analyze their business needs to see what fits best.

Push capabilities can be developed from scratch, or one can use a Software Developer's Kit (SDK), that provides the component building blocks for push in a documented set of Application Program Interfaces (APIs). An ideal SDK would provide all of the extended push components discussed earlier:

Seamless connectivity
Flexible user configuration
Content customization profile
Persistent file transfer
Efficient bandwidth usage
Seamless integration of new content
Flexible client alert capability
Security

Although relatively few SDKs have been released so far, push vendors recognize the need to produce more. As these technologies grow, additional SDKs will become available. Expect a plethora of offerings from vendors who are now scrambling to understand this environment and all of the technologies involved.

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