On average, users carry out 221 tasks on their smartphones per day, compared to 140 on a desktop or laptop. For the first time, Google is getting more mobile search requests than desktop searches, and this is only the indication of a greater trend that other media-savvy giants have been anticipating for some time. Not surprisingly, this migration to mobile, namely mobile apps, presents new opportunities for companies to market their products.
Nowadays app developers are increasingly focusing on how to keep users coming back for more and how to monetize those users. One of the key strategies to attract the attention of users and establish their strong relationship with the app is to use push notifications. Push notifications is a style of Internet-based communication where a request for a given transaction is initiated by the publisher or central server. This technology allows a smartphone or tablet to receive and display social media or text message alerts even when the screen of the device is locked and the app that is pushing the notification is closed. This is a powerful advertising tool for companies with their own apps.
Regulations on Push Notifications
However, before implementing an app push notification strategy, it is important to know the regulation of direct marketing through app push notifications under Directive 2002/58/EC (the “ePrivacy Directive”), as implemented in Ireland by S.I. 336 of 2011 (the “ePrivacy Regulations”). Push notifications belong to the “electronic mail” category. Hence, app push notifications, along with other electronic mail, are subject to the rules on unsolicited direct marketing communications in regulation 13 of the ePrivacy Regulations. Among the limitations, for example, is the rule that the recipient must agree to receive such messages.
In addition, push notifications are also subject to app store policies. Failure to comply with these rules can lead to your app being removed from an app store.
In this way, if you are an app developer or a leader of a company which offers its mobile app, you should familiarize yourself with all norms and regulations before the use of the push notification feature to get only benefits from this strategy.