Engage Your Customers with Amazon SNS Mobile Push (MBL308) | AWS re:Invent 2013

Engage Your Customers with
Amazon SNS Mobile Push
Constantin Gonzalez, Solutions Architect, Amazon, Germany
Pablo Varela, Software Engineer, Plumbee
November 15th, 2013

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
Friday, November 15, 13

65% of mobile apps are abandoned
within 90 days.

http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded


“…understanding and improving user
engagement is the new currency of
doing business in the new digital world.”
–Peter Farago, Flurry.com

http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded


Mobile push notifications engage customers when
your app is not currently active.
• Users opt-in to receive them
• Delivered to a specific app
on a specific device
• Short messages: read, ignore, or
acknowledge to launch the app


In this session, we’ll cover:
• How push notifications work.
• A simple, scalable, robust & cross-platform way to
deliver push notifications that you can start using now.
• A real-world example for sending massive amounts
of targeted push notifications to mobile users.


Push Notifications Under the Covers


Your cloud application directs mobile push
notifications to a specific app on a specific device

Cloud App


Mobile Apps

Notifications are delivered via platform-specific
push services, which keep connections with their
devices.

Platform
Service
Cloud App


Mobile Apps

Developers manage tokens for each device, and
must proactively swap or disable them based on
feedback.
Token
Feedback

Platform
Service

Token Registration


Challenges


Each platform-specific push service works
differently.

Apple APNs

Google GCM

Amazon ADM

• Different APIs
• Different Features
• Different Feedback

Token Housekeeping Can be Complex
Token
Feedback

Platform
Service

Token Registration


• Regularly connect to the
platform service
• Handle feedback for failed/
stale notifications
• Blacklist tokens
• Establish good reputation
with platform services
• etc.

Push notifications get even more complex as you
scale to support millions of devices.

Cloud App

Platform Services

Mobile Apps

Amazon SNS Mobile Push


Amazon SNS Mobile Push is a managed, scalable,
cross-platform push intermediary service.
Apple Devices

Google Devices
Amazon SNS
Mobile Push


Kindle Devices

You can send a distinct payload for each platform,
or publish one common message for all platforms.
Publish

Apple

Google
Kindle
Fire


Publish

Kindle
Fire

Apple

Google
Kindle
Fire

Kindle
Fire

You can publish unique messages to individual devices, or broadcast
identical messages to many devices at once.
Direct Publishing

Broadcast with SNS Topics

Publish
Publish
Publish


Publish

Amazon SNS consumes feedback from each platform and manages
swapping and disabling tokens on your behalf.

Token
Feedback

Cloud
App


Amazon SNS
Mobile Push

Token
Registration

• Write to one stable
endpoint per device
• You can access the
feedback, but you
don’t have to do so
in order to use
Amazon SNS

Getting Started


Step 1: Write your mobile app
• Use the mobile app platform’s
push notification libraries as you
normally would.


Step 2: Obtain Application Prerequisites
• APNs:
• Apple Push Notification service SSL certificate
• Application Private Key

• GCM:
• API Key (Sender Auth Token)

• ADM:
• Client ID
• Client secret


Step 3: Register Your Mobile App with AWS

Amazon SNS
Mobile Push


Step 4: Obtain a Token/Registration ID from the device

• APNs:
• Device Token

• GCM:
• Registration ID

• ADM:
Cloud
App

• Registration ID

<e960d9b1…de43f6c0>


• For existing devices
• Use the console for .csv import
<e960d9b1…de43f6c0>

arn:aws:sns:eu-west-1:12…1f

Step 5: Add Token/Registration ID to Amazon SNS

Cloud
App

Amazon SNS
Mobile Push

• Or use CreatePlatformEndpoint API

• For future devices
• Use a proxy server and the
CreatePlatformEndpoint API
• Or use the AWS token vending service and let
devices register themselves

• Receive an ARN back

Step 6a: Send Push Notifications via the Console

Hello world!


Step 6b: Send Push Notifications via the API
MyMac:~ glez$ python
Python 2.7.2 (default, Oct 11 2012, 20:14:37)
[GCC 4.2.1 Compatible Apple Clang 4.0 (tags/Apple/clang-418.0.60)] on darwin
Type "help", "copyright", "credits" or "license" for more information.
>>> import boto
>>> import boto.sns
>>> boto.sns.connect_to_region("eu-west-1").publish(
... message="Hello world!",
... target_arn="arn:aws:sns:eu-west-1:979463966312:endpoint/APNS_SANDBOX/
Push2reInvent/fc1234a1-67ef-4f62-b31a-ac320bf7631f")
{u'PublishResponse': {u'PublishResult': {u'MessageId': u'1893fa9d-7478-5137be1d-b06928d999d0'}, u'ResponseMetadata': {u'RequestId':
u'c3c26267-92af-50b3-b529-2893ce0e4854'}}}
>>>


Step 7: Receive


User/Device management
• Use CreatePlatformEndpoint to register new
tokens/IDs along with user data

• Use ListEndpointByPlatformApplication
to discover registered endpoints
• Manage ARNs and associated data in Amazon
DynamoDB
• Publish to individual ARNs, or
• Use Amazon SNS topics for 1:many messaging
• Coordinate publishing with Amazon SQS or
Amazon SWF


Quick Review

Amazon SNS
Mobile Push


• Cross-platform push to Apple,
Google and Amazon
• Seamless scalability with durable,
reliable deliveries
• Easy token management
• 1m free per month, and $1.00 per
million thereafter

Pablo Varela, Software Engineer, Plumbee


Mirrorball Slots - Mobile


Mirrorball Slots - Challenges


Our customers ask for notifications!
“Some of us have very busy lives and can’t be
checking the game 24/7. It would be great to
get a notification when a challenge starts.
Thanks!”


Use cases
Retention / reactivation
• Day 2, day 7 retention
• active players (active in 7 days)
• D7,D10,D14,D21,D28 reactivation
• Challenge start/ends/redemption
• New features/games


Targeted promotions
• Spenders categorisation
• Last spent
• New user promos
• Time-limited promo start/end

Design Goals

• Easy to add new campaigns
• Fine grained targeting
• Scales linearly


Building blocks

Data
Collection


Targeting

Mobile Push

Data Collection


Data Collection
• Collect everything
• There is not such a thing as too much data!
• Targeting as effective as your data
• Fine granularity depends on data analysis


Data Collection
log
actions

log
log

Application Servers


Analytics
Amazon SQS

Device Registration – Code example
private String getArnForDeviceEndpoint(
String platformApplicationArn,
String deviceToken) {
CreatePlatformEndpointRequest request =
new CreatePlatformEndpointRequest()
.withPlatformApplicationArn(platformApplicationArn)
.withToken(deviceToken);
CreatePlatformEndpointResult result =
snsClient.createPlatformEndpoint(request);
}

return result.getEndpointArn();


Device Registration – Logging
private String registerEndpointForApplicationAndPlatform(
final long plumbeeUid, String platformARN,
String platformToken) {
final String deviceEndpointARN =
getArnForDeviceEndpoint(platformARN, platformToken);
sqsLogger.queueMessage(new HashMap<String, Object>() {{
put("notification", "register");
put("plumbeeUid", plumbeeUid);
put("provider", platformName);
put("endpoint", deviceEndpointARN);
}}, null);
}

return deviceEndpointARN;


Device Registration – Event example
{

"sId": "2fa5e687-c692-4c60-8bf9-19d3b3bef30f",
"rId": "40f3aa74-1653-422f-a484-b98dbb32bda2",
"timeStamp": 1381853084268,
"testVariant": "",
"m-mbs-app-service-version": "m-mbs-app-1381818956",
"metadata": {
"plumbeeUid": XXXXXXX,
"notification": "register",
"provider": "apns",
"endpoint": "arn:aws:sns:us-east-1:300361537691:endpoint/APNS/
MIRRORBALL_SLOTS_CI/XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX"
}
}


Data Collection (II)
consume

Analytics
Amazon SQS


archive

Apache Flume

Amazon S3
Event Logs

Data Collection (III)

Cluster

consume

KPIs
update

Amazon SNS

Amazon Redshift
Event Logs

Amazon EMR

Amazon S3

User Targeting


User targeting
• SQL queries against Amazon Redshift
• That’s it!


User targeting – Query example
-- Target all mobile users
SELECT plumbee_uid, arn
FROM mobile_user


User targeting – Query example (II)
-- Target lapsed users (1 week lapse)
FROM
mobile_user
WHERE last_play_time < (now - 7 days)


User targeting – Query example (III)
-- All the users that spend between 6h and 9h UTC on
-- Mondays and didn't spend in the last 7 days
FROM user_spending_activity
WHERE time_slice = 3
AND plumbee_uid IN (
SELECT plumbee_uid
FROM user_metrics
WHERE last_purchase_time < (now - 7d)


Mobile Push


Mobile Push – Code example
SNS publish
private void publishMessage(UserData userData, String jsonPayload) {
amazonSNS.publish(new PublishRequest()
.withTargetArn(userData.getEndpoint())
.withMessageStructure("json")
.withMessage(jsonPayload));
}

JSON payload
{
"default": "“The 5 day Halloween Challenge has started
today! Touch to play now!”",
"APNS": "{"aps" : {"alert":"Halloween Challenged
has started!"","sound":"default" },"id":"XXXX
","tag":"challenge-start" }"
}

Mobile Push
• Amazon SWF for orchestration
• Amazon Redshift for targeting
• Amazon SNS for the actual push


Mobile Push - Scheduling
query

Scheduling


query

Publish Service

Amazon
SWF

Mobile Push - Targeting
query

query

Amazon EC2
Worker
Amazon SWF
(Segmentation)

target
users

Amazon
Redshift

Amazon
S3

Mobile Push - Processing
batch 1 - N

batch N - M

partition
publish
partition

push

push

publish

Amazon EC2 Amazon SWF Children workflows
Read data + push
Decider
(Batch Processing)


End User

Mobile Push - Reporting example
The following message has been sent to NNNNNN devices in m min, ss sec:
““The 5 day Halloween Challenge has started today! Touch to play now!””
Targeting query:
SELECT m_arn.plumbeeui, DISTINCT(m_arn.endpoint) FROM mobile.lu_user
m_user, mobile.lu_notifications_arn m_arn WHERE m_user.plumbeeuid =
m_arn.plumbeeuid AND country_code IN (:america) GROUP BY m_arn.endpoint
Workflow Execution Stats
*
*
*
*

number
number
number
number

of
of
of
of

devices targeted: NNNNNN
notifications sent: NNNNNN
notifications that failed (excluding disabled devices): 0
disabled devices: NNNN

Click here for workflow execution details.


Day 2 retention - No Push vs Push
Without Push

40

With Push

30
20
10
0
Day 1


Final Day

Redemption Day

Summary
• Collect and analyze data: Amazon SQS,
Amazon S3, Amazon EMR, Apache
Flume, Amazon Redshift
• Targeting: SQL queries
• Mobile Push with Amazon SNS
• Orchestration with Amazon SWF


More Information
• Open Source projects
• https://github.com/plumbee

• Plumbee Engineering Blog
• http://bit.ly/1hqWBD4

• Email
• pablo.varela@plumbee.co.uk


Extensive SDK and IDE support enables you to build applications
tailored to your language or platform.
SDKs for your preferred platform and language…

Android

iOS

Java

nodeJS

.NET

…integrated into your preferred IDE

Eclipse


Visual Studio

CLI

Powershell

PHP

Python

Ruby

More Information
• Amazon SNS Detail Page
and Docs
• http://amzn.to/179ee7r

Amazon SNS
Mobile Push

• Getting Started + Sample Apps
• http://amzn.to/15rs1DV

• Email
• aws-sns-mobile-push@amazon.com


We hope your mobile app never
gets abandoned!


Please give us your feedback on this
presentation

MBL308
As a thank you, we will select prize
winners daily for completed surveys!


Thank You

Developers use intermediaries to abstract platform-specific APIs and
manage tokens for millions of apps.

Push Intermediary

Developers use intermediaries to abstract platform-specific APIs and
manage tokens for millions of apps.

Abstraction so your app
can engage users on
any platform
Manage tokens to
ensure messages are
delivered reliably


Operational complexity
Scalability takes work
Cost – even though the
platform services
themselves are free

SNS offers easy scalability, so you can just start sending more
messages as your app achieves scale.

• Go from a few messages to hundreds of millions
• Go from a few devices to hundreds of millions
...without provisioning, configuring or managing
...without sacrificing reliable, durable delivery


You can get started for free.
• 1 Million Free per Month
• 1 million publishes + 1 million mobile push notifications

• $1.00 per Million Thereafter
• $0.50 per million publishes + $0.50 per million mobile push deliveries
• When you broadcast with SNS Topics, your effective price can be lower


Engage Your Customers with Amazon SNS Mobile Push (MBL308) | AWS re:Invent 2013

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