Currently, one of the most
fashionable technologies within the Internet is “Push” technology. Contrary
to the “Pull' world of web pages where users request data from another
program or computer, via a web browser, “Push” enables services to be
targeted at the user, without them having to initiate the information
collection activity. Instead, information finds the user. In other words, an
automated retrieval of data from the Internet, corporate data sources and
e-commerce web sites, is delivered directly to specific user populations in
a personalised manner.
“Push” Technology allows you to
become an integral part of your customers daily lives by enforcing your
brands and services directly to them every day. Key messages and
personalised information that they have requested, and critical information
can be delivered to their desktop, screen saver, any wireless device, mail
account and more. “Push” amplifies and extends your current Web presence
while providing new and valuable services. Your customer is directed back to
your Web site for more in-depth information. This technology eliminates the
need to wait for customers to visit your site, instead, allowing an
organisation to take their business to their customer base.
In order for companies to be
able to use this technology, they require their customers to download and
install a piece of client software onto their computers. The software
interacts with the Web, and provides the interface through which context
sensitive content is delivered.
Infogate, a Web based company,
claim to have over 10 years experience delivering critical content on behalf
of partners to their customers and end-users, and also claim to increase
customer retention, and thus increase revenue.
Another good example of “push”
technology is the PointCast news system that broadcasts the news, sports and
weather, covering topics selected through the desktop client. In the case of
PointCast, they are then displayed as an attractive screensaver saver
Perhaps, an unusual point about
“push” broadcasters is that they still use the HTTP protocol, and though
they are called “push”, it is the client that starts the session with the
server using HTTP commands.
BackWeb is another Web based
company also offering “push” technology. However, BackWeb do not use HTTP
protocols, but has its own set of propriety protocols that allow a non-HTTP
session to be established between the client and the server, again, client
software is required, and has to be downloaded from their site.
Another method of creating a
“push” server, is to program exactly the type of broadcast station you want.
A good software development system for such, is Marimba’s Castanet software
that is designed to push Java applets and Shockwave animation, entertainment
and interactive multimedia content to specific users.
Marimba's Server Management also
includes integration with Microsoft Internet Information Server (IIS). This
functionality allows Marimba’s Server Management product family to package
and distribute commonly used server applications that are based on Microsoft
IIS, such as Microsoft Commerce Server 2000 and Allaire’s ColdFusion.
Marimba’s solutions can be
priced by following the “About Us” link on their Web site, were contact
information is available. Also, the Marimba site offers Flash demos, white
papers, datasheets and Web seminars for download by following their