Feeds

Amazon initiates TOTAL MOBILE DOMINANCE cloud strategy

Cut-price push notifications cut up partners, pressure Google

Boost IT visibility and business value

As the landmasses of the world buckle beneath the combined weight of the fondleslabs and glossy mobs being churned out by China's industrial cities, companies are waking up to the need to control the technology, and so Amazon has added tech to its AWS cloud to give devs a cheap way to beam data out to Android, iOS, and Kindle devices.

The upgrades to the Amazon Web Services cloud's Simple Notification Service (SNS) were announced on Tuesday and see Amazon give developers a method for sending push notifications to a variety of mobile devices through one, unified API. This tightens competition with Microsoft, which already had a similar service in place, and puts both companies ahead of Google's cloud, which is for now Android-only.

It also sees Bezos & Co run over yet another cloud partner – this time, Parse, a cloud-based backend service for mobile application developers whose tech was so good Amazon first made it a case study, and now has apparently developed a similar technology. Parse could not be reached for comment at the time of writing.

"We are enhancing Amazon Simple Notification Service (SNS) with Mobile Push to... support cross platform, device agnostic push notifications to iOS, Android and Kindle mobile devices natively within AWS," Amazon chief technology officer Werner Vogels, wrote in a blog post.

"SNS Mobile Push alleviates the need to build and operate one's own intermediary service, and enables developers to push once, deliver anywhere. This reduces the cost and complexity for developers, as they do not have to integrate and maintain different versions of the same push software for multiple mobile platforms."

Cloud rival Google offers a notification service specifically for Android devices, and Microsoft offers a broader "notification hubs" service that is able to deliver push notifications to Windows Phone, iOS, and Android, but no Kindle.

The Amazon service charges $1.00 to send one million mobile push notifications, with each message permitted 256KB, and pricing for requests being charged in 64KB increments. The first 1 million notifications are available for free.

This pricing model looks likely to affect other companies that specialize in mobile backends, including Parse which charges $199 a month for 5 million pushes per month, but also Urban Airship which offers Push services as well (although prices were not available at the time of writing).

We imagine both these companies will protest that Amazon's technology is far more limited than their more expansive offerings, and for now they'd be right – but given Amazon's frenetic pace of development, this will not hold true for long. (Just look at how the cloud has mimicked, then exceeded the capabilities of video transcoder Zencoder.)

As more and more data is delivered to mobile devices, owning the distribution channel and exerting sway over developers is going to be crucial for companies looking to attain long-term relevance – with SNS, Amazon is doing just that, and shoving aside some smaller companies in the process. So it goes. ®

The essential guide to IT transformation

More from The Register

next story
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Microsoft: Azure isn't ready for biz-critical apps … yet
Microsoft will move its own IT to the cloud to avoid $200m server bill
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
Flash could be CHEAPER than SAS DISK? Come off it, NetApp
Stats analysis reckons we'll hit that point in just three years
Oracle reveals 32-core, 10 BEEELLION-transistor SPARC M7
New chip scales to 1024 cores, 8192 threads 64 TB RAM, at speeds over 3.6GHz
Object storage bods Exablox: RAID is dead, baby. RAID is dead
Bring your own disks to its object appliances
Nimble's latest mutants GORGE themselves on unlucky forerunners
Crossing Sandy Bridges without stopping for breath
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.