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Push-Pull Technology

 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 application.


 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 “Product” link.


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