engage your users with amazon sns mobile push (now with broadcast) - jinesh varia, jon turow

Amazon SNS Mobile Push Deep Dive

Jinesh Varia

10/10/2014

Authenticate users

Authorize access

Analyze User Behavior

Store and share media

Synchronize data

Deliver media

Store shared data

Stream real-time dataTrack Retention

Send push notifications

Manage users and identity providers

Securely access cloud resources

Sync user prefs across devices

Track active users, engagement

Manage funnels, Campaign performances

Store user-generated photosMedia and share them

Automatically detect mobile devicesDeliver content quickly globally

Bring users back to your app by sendingmessages reliably

Store and query fast NoSQL dataacross users and devices

Collect real-time clickstream logs and take actions quickly

Your Mobile

App

Introducing AWS Mobile Services

Amazon Cognito Amazon Mobile AnalyticsAmazon SNS Mobile Push

Kinesis Connector DynamoDB Connector S3 Connector SQS ConnectorSES Connector

AWS Global Infrastructure (10 Regions, Availability Zones, 51 Edge Locations)

Core Building Block Services

Mobile Optimized Connectors

Mobile Optimized Services

Your Mobile App, Game or Device App

AWS Mobile SDK, API Endpoints, Management Console

Compute Storage Networking Analytics Databases

Integrated SDK

Cross-platform, Optimized for Mobile

Amazon Cognito Amazon Mobile AnalyticsAmazon SNS Mobile Push

Kinesis Connector DynamoDB Connector S3 Connector SQS ConnectorSES Connector

User identity & data synchronizationservice

Store any NoSQL data and also map mobile OS specific objects to DynamoDB tables

Fast cross-platformAnalytics & reportingService

Powerful Cross-platformPush notification service

Recorder that can handle intermittent network connection

Easily upload, download to S3 and also pause, resume, and cancel these operations

Send email reliably from device

Access distributed buffering and queuing service

Fully Integrated AWS Mobile SDK

• Common authentication mechanism across all services

• Automatically handle intermittent network connections

• Cross-platform Support: Android, iOS, Fire OS

• Native SDKs optimized for Mobile OS, for example, uses the local offline caching architecture

• Reduced memory footprint; Pick and choose the service jars you need

Authenticate users

Authorize access

Analyze User Behavior

Store and share media

Synchronize data

Deliver media

Store shared data

Stream real-time dataTrack Retention

Send push notifications

Manage users and identity providers

Securely access cloud resources

Sync user prefs across devices

Track active users, engagement

Manage funnels, Campaign performances

Store user-generated photosMedia and share them

Automatically detect mobile devicesDeliver content quickly globally

Bring users back to your app by sendingmessages reliably

Store and query fast NoSQL dataacross users and devices

Collect real-time clickstream logs and take actions quickly

Your Mobile

App

Authenticate users

Authorize access

Analyze User Behavior

Store and share media

Synchronize data

AWS Mobile SDK

Amazon Mobile Analytics

Deliver media

Amazon Cognito (Sync)

AWS Identity and Access Management

Amazon Cognito(Identity Broker)

Amazon S3Transfer Manager

Amazon CloudFront(Device Detection)

Store shared dataAmazon DynamoDB(Object Mapper)

Stream real-time dataAmazon Kinesis(Recorder)

Track RetentionAmazon Mobile Analytics

Send push notificationsAmazon SNS Mobile Push

Your Mobile

App

Amazon SNS Mobile Push

Highly Scalable

Send one identical messages to multiple

providers at once

Single API for Cross-Platform Notifications

Gateways

Broadcast

“managed, scalable, cross-platform push intermediary service”

Apple, Google Amazon, Windows, Baidu CP all

fully integrated

Scales from zero to billions of notifications a day within a few days

iOS

65% of mobile apps are abandoned within 90 days.

http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded

“…understanding and improving user engagement is the new currency of doing business in the new digital world.”

–Peter Farago, Flurry.com

http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded

Mobile push notifications engage customers when your app is not currently active.

Mobile push notifications engage customers when your app is not currently active.

• Right message

• Right user

• Right time

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

Mobile push notifications engage customers when your app is not currently active.

• Users opt-in to receive them

• Delivered to a specific app on a specific device

• Short messages: read, ignore, or acknowledge to launch the app

Push notifications drive user engagement

“Some of us have very busy lives and can’t be checking the game 24/7. It would be great to get a notification when a challenge starts.”

- Plumbee gaming customer

Some Use Cases

Broadcast Direct Closed Loop

Identical messages to many at once

Unique messages to individual customers

Targeted and optimized with analytics

Some Use Cases

Broadcast Direct Closed Loop

Identical messages to many at once

Unique messages to individual customers

Targeted and optimized with analytics

Broadcast Push Notification Use Cases

• New features/content/games

• Promotion start/ends/redemption

• Active players (active in 7 days)

• Newly inactive players

• Segmentation (geo, spend, others..)

Broadcast Push Notification Use Cases

• “New episode available now!”

• “Halloween challenge starts today.”

• “Keep the streak going.”

• “Smokey the bear misses you!”

• “New Jetpack, on sale today!”

Some Use Cases

Broadcast Closed Loop

Identical messages to many at once

Targeted and optimized with analytics

Direct

Unique messages to individual customers

Direct Push Notification Use Cases

• Messaging

• Turn-based activities

• Events

• User lifecycle

• Administrative

Direct Push Notification Use Cases

• “Jon invited you to a game.”

• “It’s your turn to play.”

• “You now have full lives.”

• “Welcome to the game!”

• “Your subscription is ending.”

Some Use Cases

Broadcast

Identical messages to many at once

Direct

Unique messages to individual customers

Closed Loop

Targeted and optimized with analytics

Closed Loop Push Notification Use Cases

• Broadcast push notifications

• Direct push notifications

Closed Loop Push Notification Use Cases

• Different messages

• Different frequencies

• Different segments

• Different times of day

• Different points in the lifecycle

Some Use Cases

Broadcast Direct Closed Loop

Identical messages to many at once

Unique messages to individual customers

Targeted and optimized with analytics

Consider push notifications as calls-to-action: what messages will most effectively reengage your customers?

Mirrorball Slots - Mobile

Mirrorball Slots - Challenges

Mirrorball Slots - Challenges

Push 1: Initial Offer

Push 2: Final Offer

Push 3: Offer Redemption

Push notifications drive user engagement

Without Push With Push

Real User Engagement Comparison

Initial Offer

Final Offer

Offer Redemption Day

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

Your cloud application directs mobile push notifications to a specific app on a specific device

Cloud App Mobile Apps

Notifications are delivered via platform-specific push services, which keep connections with their devices.

Cloud App Mobile Apps

Platform Service

Developers manage tokens for each device, and must proactively swap or disable them based on feedback.

Platform Service

Token Registration

Token Feedback

Each platform-specific push service works differently.

Apple APNS

Google GCM

Amazon ADM

• Different APIs

• Different Features

• Different Feedback

Push notifications get even more complex as you scale to support millions of devices.

Cloud App

Platform Services Mobile Apps

Developers build custom intermediaries to abstract platform-specific APIs and manage tokens for millions of apps.

Mobile AppsPush Intermediary

Developers build custom intermediaries to abstract platform-specific APIs and manage tokens for millions of apps.

Abstraction so your app can engage users on any platform

Manage tokens to ensure messages are delivered reliably

Operational complexity

Scalability takes work

Cost – even though the platform services themselves are free

Amazon SNS Mobile Push is a managed, scalable, cross-platform push intermediary service.

Amazon SNSCross-

platform Mobile Push

Apple APNS

Google GCM

Amazon ADM

Windows WNS and MPNS

Baidu CP

Industry’s First!

New!

Android Phones and Tablets

Apple iPhones and iPads

Kindle Fire Devices

Android Phones and Tablets in China

iOS

Windows Desktop and Windows Phone Devices

SNS offers easy scalability, so you can just start sending more messages as your app achieves scale.

• Go from a few messages to hundreds of millions• Go from a few devices to hundreds of millions

...without provisioning, configuring or managing

...without sacrificing reliable, durable delivery

New features: • Time to Live (TTL)• Message Attributes• Large Topics• iOS8

You can get started for free.

1 Million Free per Month• 1 million publishes + 1 million mobile push notifications

$1.00 per Million Thereafter• $0.50 per million publishes + $0.50 per million mobile push deliveries• When you broadcast with SNS Topics, your effective price can be lower

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

SNS publishes notifications on your behalf using the credentials you obtain from each push service.

Apple APNS

Google GCM

Amazon ADM

Amazon SNSMobile Push

SNS encapsulates each device token inside an Amazon Resource Name (ARN) endpoint.

Apple APNS

Google GCM

Amazon ADM

Amazon SNSMobile Push

ARN 1

Token A

ARN 2

Token B

ARN 3

Token C

Once you register a device with SNS, SNS proactively consumes feedback about the corresponding token from the push service.

Amazon SNSMobile Push

Token Registration

Token Feedback

Cloud App

You can access the underlying tokens and feedback, but you don’t have to do so in order to use SNS.

ARN endpoints remain stable, even if the underlying token is swapped or disabled.

Apple APNS

Google GCM

Amazon ADM

Amazon SNSMobile Push

ARN 1

Token A

ARN 2

Token B

ARN 3

Token C

Token X

Token Y

ARN endpoints behave the same no matter which mobile platform they address.

Amazon SNSMobile Push

ARN 1

Token A

ARN 2

Token B

ARN 3

Token C

You can publish unique messages to individual devices, or broadcast identical messages to many devices at once.

Publish

Publish

Publish

Publish

Direct Publishing Broadcast with SNS Topics

Grouping users by SNS Topic

Geography Activity Product

US – West Coast Daily Actives Flapping Bird Rio

Interest Tier Segment

49ers Premium Top 100 Players

Apple

Kindle Fire

Kindle Fire

Google

Publish

Apple

Kindle Fire

Kindle Fire

Google

Publish

SNS can reformat your message for each mobile platform, or you can specify platform-specific payloads.

Publish Once, Deliver Anywhere Specify Platform-Specific Payloads

So let’s get started.

Step 1: Write your mobile app

• Use the mobile app platform’s push notification libraries as you normally would.

Step 2: Obtain Application Prerequisites

• APNs:• Apple Push Notification service SSL certificate

• Application Private Key

• GCM:• API Key (Sender Auth Token)

• ADM:• Client ID

• Client secret

Step 3: Register Your Mobile App with AWS

Amazon SNSMobile Push

Step 4: Obtain a Token/Registration ID from the device

• APNs:• Device Token

• GCM:• Registration ID

• ADM:• Registration ID

CloudApp

<e960d9b1…de43f6c0>

Step 5: Add Token/Registration ID to Amazon SNS

• For existing devices• Use the console for .csv import

• Or use CreatePlatformEndpoint API

• For future devices• Use a proxy server and the CreatePlatformEndpoint API

• Or use the AWS token vending service and let devices register themselves

• Receive an ARN back

Amazon SNSMobile Push

CloudApp

<e

96

0d

9b1

…d

e4

3f6

c0>

arn:aws:sns:eu-west-1:12…1f

private String getArnForDeviceEndpoint( String platformApplicationArn, String deviceToken) {

CreatePlatformEndpointRequest request = new CreatePlatformEndpointRequest() .withPlatformApplicationArn(platformApplicationArn) .withToken(deviceToken);

CreatePlatformEndpointResult result = snsClient.createPlatformEndpoint(request);

return result.getEndpointArn();}

Device Registration – Code example

Step 6a: Send Push Notifications via the Console

Hello world!

Step 6b: Send Push Notifications via the API

MyMac:~ glez$ python

Python 2.7.2 (default, Oct 11 2012, 20:14:37)

[GCC 4.2.1 Compatible Apple Clang 4.0 (tags/Apple/clang-418.0.60)] on darwin

Type "help", "copyright", "credits" or "license" for more information.

>>> import boto

>>> import boto.sns

>>> boto.sns.connect_to_region("eu-west-1").publish(

... message="Hello world!",

... target_arn="arn:aws:sns:eu-west-1:979463966312:endpoint/APNS_SANDBOX/Push2reInvent/fc1234a1-67ef-4f62-b31a-ac320bf7631f")

{u'PublishResponse': {u'PublishResult': {u'MessageId': u'1893fa9d-7478-5137-be1d-b06928d999d0'}, u'ResponseMetadata': {u'RequestId': u'c3c26267-92af-50b3-b529-2893ce0e4854'}}}

>>>

Step 7: Receive and Close the Loop

Amazon SNSMobile Push

Quick Review:• Cross-platform push to

Apple, Google, Amazon, Windows and Baidu• 1m free per month, and $1.00 per million thereafter• Seamless scalability with durable, reliable deliveries• Easy token management

For More Information:• SNS Detail Page and Docs: http://amzn.to/179ee7r • Getting Started + Sample Apps: http://amzn.to/15rs1DV• Email: aws-sns-mobile-push@amazon.com

Thank You!

Jinesh Varia, Stefano Buliani@jinman, @sapessi

Appendix: Server side Mobile Push

Let’s Build This System

DevApple iPhone

iOS SDKwith XCode

PHP Push Server App with web UI

Elastic Beanstalk Container

Notification

Mac

Amazon SNS

Google

AWS Cloud

Android

Notification

1) Register Developer, Device & App Identities with Apple

DevApple iPhone

Mac

2) Load Client App on iPhone with XCode

DeviPhone

iOS SDKwith XCode

Mac

3) Register Device Apps and Endpoints in SNS

DeviPhone

Mac

Amazon SNS

AWS Cloud

Android

4) Deploy Push Server Application in Elastic Beanstalk

Dev

PHP Push Server App with web UI

Elastic Beanstalk Container

MacAWS Cloud

5) Server Discovers Registered SNS Device Apps and Endpoints

DevApple iPhone

PHP Push Server App with web UI

Elastic Beanstalk Container

Mac

Amazon SNS

Google

AWS Cloud

Android

6) Send Notifications from Server UI via Google & Apple

DevApple iPhone

PHP Push Server App with web UI

Elastic Beanstalk Container

Notification

Mac

Amazon SNS

Google

AWS Cloud

Android

Notification