Urban Airship Scores Props in New Mobile Engagement Automation Report

Ahead of the weekend, MMW learned that mobile growth company Urban Airship has been highlighted in a new November 2016 report from Forrester Research Inc., “Vendor Landscape: Mobile Engagement Automation Solutions.” According to a media release citing the report, with the ever-increasing volume of mobile...

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Ahead of the weekend, MMW learned that mobile growth company Urban Airship has been highlighted in a new November 2016 report from Forrester Research Inc., “Vendor Landscape: Mobile Engagement Automation Solutions.”

According to a media release citing the report, with the ever-increasing volume of mobile moments, marketers need automation to deliver against high customer expectations in real time.

“Speed is king when mobile moments happen in an instant and the experience needs to be rapid … Mobile engagement automation solutions that can crunch context and customer information in real time to allow you to engage customers proactively in their mobile moments will be a competitive advantage for you,” the report notes.

In the accompanying “Toolkit: Mobile Engagement Automation Solutions,” Forrester notes that Urban Airship “…was one of the first to offer a suite of services around interactive simple and rich push notifications, mobile wallet, Apple Watch, and Android Wear. …[it] boasts a strong DMP-like capability that can stream real-time, customer-centric mobile data to existing marketing platforms and business systems. …[its] tools go further than most to import non-mobile data (e.g., POS) and export any data to other systems.”

The report goes on to state that mobile engagement automation vendors “…differ on the type of business objectives that they optimize for marketers as well as the breadth and depth of their delivery capabilities.”

“I believe our commitment to an open mobile data strategy was recognized by Forrester in this report, and I know many customers are already improving their understanding of customer journeys and powering better real-time experiences across channels and business systems,” said Brett Caine, president and CEO of Urban Airship. “We’re now taking this to an entirely new level with our recently announced Open Profiles and Open Channels platform services, which unleash the ability to learn about customers and take action using data from any system, as well as deliver interactive notifications to any platform, device and marketing channel.”

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