As Microsoft continues to push Windows 10 onto new users, for better or worse, a byproduct of its eventual adoption has been increased activity in the Windows Store. Perhaps putting the Store icon in the taskbar has helped increase user awareness of available Windows 10 apps, or maybe Windows users are beginning to expect a more mobile-like experience from the OS. With that being said, Microsoft would like to help developers increase app usage, monetization, and user retention through its Azure Mobile Engagement Platform.
Azure Mobile Engagement is a SaaS or Software-as-a-Service platform that provides meaningful analytics and granular user segmentation to developers who can then send contextually aware, out-of-app notifications to users. Microsoft believes that app developers who utilize AME will be able to capture behavioral analytics about their app users in real time that could, in turn, result in specialized (yet still automated) push notifications to end users.
Here are some example scenarios where you will find this useful:
1.You have an e-commerce app and users come to your app, browse your catalog, and even add items to their shopping cart but don’t make a purchase. You can use the Azure Mobile Engagement platform to run a push campaign targeting only this set of customers to remind them about their unpurchased items or, even better, send them a coupon to win them over to complete the purchase in your app.
2.You have the multi-level game, and you see from the Azure Mobile Engagement dashboard that many users take unusually long time to cross one specific level. You can target this segment of users from the platform to offer some tips or hints or even simplify the level to reduce their frustration and leaving your game app forever.
In a recent Building Apps for Windows announcement, the Windows team briefly walks through integrating AME into an app. The process, while possibly time-consuming, appears to be a relatively easy 7 step process that net’s developers granular control over the push notifications on various platforms including Windows, Android, and iOS for their apps.
As the evolution of mobile marketing continues to progress, many companies such as Facebook and Google are finding the notification shade on various platforms to be prime real estate. App developers clever enough to utilize more personalized push notifications may just find themselves ahead of the pack.