CERTA Secure and High Performance Push Messaging. This presentation tells you more about the CERTA Push and how it compares to push messaging alternatives. CERTA Push is unique for it's push messaging performance, security and reliability. CERTA can be integrated in your app within only 2 hours. Please go to https://certa.io to learn more or send a CERTA Push Message!

1. 1
1

2. Contents
2
Push for business - Peter Broekroelofs
Push and IT - Harry ten Berge
Push and legal - Derk Tegeler

3. Push mobile engagement to the next level
Consumers adopt push
notifications but
want to be in control
Push notifications
enable better
engagement
The challenge is to integrate
push notifications into a
direct marketing strategy
3
3

4. 4
Consumers adopt push notifications
• Consumers opting in offer you a unique privilige
• 76% of European mobile app users receive push notifications
• 26% receiving them several times a day
• Perceived extremely intrusive if not
relevant or timely (bad push)
• Consumers want to be in control
4
Forrester, Oct 2013

5. 5
Bad push results in opt-out and app removal
Relevant in gender
Try the new waterproof mascara
Relevant in age
Discount on new ultra running shoes
Relevant in Time/Location
Ajax scores!
5

6. 6
Know when to send and to whom
• Customer segmentation
• Customer preferences
• Up to individual level

7. Push notifications improve engagement
8 | Technology
KL Air now"
We have 6 chairs with extra
legroom available on your
flight to Rome It’s possible for
you to upgrade now"
slide to view!
KL Air now
Buy extra award miles this
week and earn up to 50%
bonus miles!"
slide to view!!
We have 6 chairs with extra
legroom available on your
flight to Rome It’s possible for
you to upgrade now!
Deliver additional benefits

8. 8
Push engagement to support your business
Acquisition
Retention
Efficiency
8

9. Relevancy and context
Push integration points: Backend and app
App on the deviceEnterprise backend
Device registration,
Message handlers
Message composition
Business rules
Push server
Notification
networks

10. GPS Location
Beacon proximity
Time, schedule, zones
Phone sensors
• Camera
• G-sensors
Wifi proximity
Other sensors
• Security cameras
• Babyphone
• Water leakage
• Burglar alarms
• In-car sensors
• Broken devices
Other push messages
Combining technologies for context
Push
App actions
Backend business logic
ERP/CRM/etc

11. 11
Pops
up
your
boarding
pass
Get
a
free
drink
at
‘Nacho
Hippo’
“Please
switch
off
your
phone”
Example: BLE Beacon
center
radius

12. Example: Home automation
CERTA
Secure Push
All
lights
and
hea-ng
are
switched
off.

13. Example: Home automation
CERTA
Secure Push
Alert:
Your
burglar
alarm
is
ac-vated.
Do
you
want
to
view
your
webcam?

14. Example: Local news
CERTA
Secure Push
Dam-­‐tot-­‐damloop
veroorzaakt
grote
verkeerschaos.

15. 15
Integrate push into your CRM and Marketing strategy
Mobile
Email
Web
15
Push will be key in mobile messaging:
more engaging, in-depth measurement, detailed targeting, inexpensive

16. Desktop push
16

17. Soon on other devices, like wearables

18. 18
CUSTOMER
CASES

19. Push case NOS
19

20. NOS case: Core part of the product experience
"Push notifications enable NOS to
instantly inform a vast amount of
customers on big news and sports stories.
This is vital for NOS to fulfill its mission.
By helping us reaching these customers
with notifications on platforms as Android,
iOS, Windows Phone but also on the web,
CERTA helps us focus on what we're good
at: telling you about news and sports.”
Tom van den Broek
NOS Mobile Product Manager
20

21. Push effect: optimizing app usage
+25%
21

22. 25% Increase of App Traffic Volume
2.5%
Of app visitors convert to a
product or paid service
€ 625,000
Intent Guide’s 3 Key Benefits
€ 1,875,000 per year
Additional revenue per year (€ 156,250 *12)
Is the percentage of additional
product and service sales
Estimated value per transaction
€ 25
Is the commercial monthly value
25%
=
1,000,000
App opens per month
25% Increase of App Traffic Volume!
Hypothetical retail case:
22

23. Push case Emesa
One-to-one dialog
23

24. 24
• 20,000 messages per day
• 50% of all app opens are a
direct triggers from a push
notification
Business Case:
Creating Engagement by Relevancy an Context
Vakantieveilingen now
Je bent overboden!
slide to view!
Vakantieveilingen now
Je hebt een veiling
gewonnen!!
slide to view!

25. 25
80% Increased App retention after using
push notification services
Push effect
Vakantieveilingen now
Je hebt een veiling
gewonnen!!
slide to view!

26. 26
Good Push: Personal and in Context
Service Retention New Business
Emesa now
Bied vandaag mee op Robin!
Thicke kaarten en maak kans
op een VIP arrangement!!
schuif om te bekijken
!
Emesa now
De veiling, 2 overnachtingen
voor 2 personen in hartje
Amsterdam loopt bijna af. !
schuif om te bekijken
!
Emesa now
Hi Marc, jouw favoriete veiling!
Is weer online. Bekijk hem in de
app. schuif om te bekijken
!

27. 27
Good Push: Personal and in Context
• Involvement
• Location Based
Emesa now
Hoi Marc, vanavond is het zover!!
De toppers in concert. Vergeet
niet jouw geprinte e-ticket mee te
nemen. Veel plezier!!
slide to view!
Emesa now
Welkom in de Arena.!
Vakantieveilingen.nl wenst je veel
plezier bij de Toppers!!
slide to view!

28. 28
Push case MyOrder
Thomas Brinkman, Founder and CCO:
By using Push, Geo location and BigData
we make sure we are relevant
in the right context for our users.
Push is the perfect way to facilitate this
interaction.

29. 29
Make push integrated part of your app strategy
Get deeper customer behavioral understanding
Measure
customer journey
Capture
user preferences
Test your
customer behavior
29

30. 30
PUSH
AND
IT
Harry
ten
Berge

31. 31
Client implementation
• Native SDK (iOS, Android, WP8)
• Cordova Plugin for HTML5 apps
• So…. How difficult is this actually?

32. 32
Client implementation
1. Make an account on CERTA.io
2. Download the SDK
3. Follow the documentation
4. And send your first push!
5. We can help!

33. 33
Designed for high volumes of notifications
• High performance
• Fault tolerant
• Scalable
33

34. 34
Push Manager Interface
REST HTTPS,
IP filtering
App Backend
or
Portal
App
Push Interface
REST HTTPS
Push networks – Apple, Android, etc…
CERTA Push
Push Manager
webservice
Push webservice
Registertoken
Registerpreference
Register/deregister
(Certificate, preferences)
Wipe
(Tokens, preferences)
Query
(preferences, token)
Push
DB
Tokens
preferences
CERTA architecture

35. 35
How can you connect to the back-end?
• REST API
• SSL
• IP filtering
35

36. Push networks fragmentation
Apple APNS
Google CGM
Google C2DM
Microsoft MPS
Microsoft WNS
BlackBerry
Push
YOUR
ENTERPRISE
BACK END

37. Push networks fragmentation
Apple APNS
Google CGM
Google C2DM
Microsoft MPS
Microsoft WNS
BlackBerry
Push
CERTA
YOUR
ENTERPRISE
BACK END

38. CERTA.io portal

39. CERTA.io portal

40. 40
Filter profiles consist of logical expressions, e.g.:
!(Airport == "AMS")!
!
!(Category == “Delay”)!
!
!(Flight == “KL0845”!
!
!((AIRPORT == "AMS") && (Category == “Delay”))!
CERTA Push unique filtering

41. 41
“Rich” push
CLIENT
CLIENT
SERVER
SERVER
BACKEND
BACKEND
registerService()
You
are
registered
OK
registerPreference(“customerid=1234”)
OK
RichPush(“customerid=1234”,
“richpushid=“56”,
“your
bill
is
ready”)
Message
sent
OK
RichPush(“your
bill
is
ready”,
“richpushid=56”)
process
msg
RetrieveRichPush(“id=56”)
StoreRichPush(“id=56”,
RICH_PUSH_CONTENT)
RichPushContent(“id=56”,
RICH_PUSH_CONTENT)

42. 42
Performance thoughts
Over 1.5 million recipients in 2.5 minutes!

43. 43
Silent push

44. 44
PUSH
AND
LEGAL
Derk
Tegeler

45. Because conversation between you and your customer is private

46. Contents
46
• Where is your data and is that allowed?
• Security & Privacy leaks and threats
• Certa Push and Private Data
• Push, secured.

47. Expectations…
47
• I’m going to drag you through the ‘legaleze’
• I’m going to depress you
• I’ll reassure you
• … bear with me

48. Legal…
48
• Shift from ‘owner’ to ‘custodian’
• Increased responsibilities
• Increased penalties

49. 49
Push
Data?

50. Wet Bescherming Persoonsgegevens (WBP)
50
• Dutch Data Protection Act
• Protect against data abuse.
• European Economic Area (EEA)
• Protect personal data
• Opt-in

51. Patriot Act & Consorts
51
• Validity, purpose and scope
• Designed as an anti-terrorism weapon (sect 201), in reality very broad
– computer fraud, abuse offenses, sect 202
– foreign intelligence information, sect 218
• Impact in NL
• Other countries
• Data confidentiality and integrity are under threat.
• Microsoft, Skype, Google and others have reported such occurrences and are now in the
public domain.

52. Legal Basis for Push
52
• The WBP and Patriot Act are incompatible
• Personal data must remain in the EEA
• Relevance of data collection
• Data protection measures

53. Future
53
European law and directives
tend towards:
• Increasingly make use of multichannel authentication
• Criminalise enterprises responsible for data leaks
• Oblige enterprises to divulge data leaks
• Penalise enterprises with fines up to 2-5% of yearly turnover
• Personal data belongs to the individual, not the holder or processor,
meaning that enterprises holding or processing personal data are
custodians, like banks are for money.

54. The role of Telecom Operators
54
• ACM* + CIOT
• Telco’s
Technical means for ‘Lawful Data Interception’
Daily reports to the CIOT containing comprehensive metadata
*ex-OPTA

55. Sources
55
• Agentschap Telecom (agenschaptelecom.nl)
• Autoriteit Consument & Markt (acm.nl)
• Rijksoverheid (rijksoverheid.nl)
• ‘Zin en onzin over PRISM, Patriot Act en de Wet
bescherming persoonsgegevens’, Allen & Overy and
Schuberg Philis, feb 2014

56. 56
EU
Partner

57. EU Partner
57
• Conforms to European Data Protection Acts
• You know the location of the data you are responsible for
• You know who handles your messages
• You have a contract and an SLA

58. 58
Leaks
&
Threats

59. Push security is …
59
… A leap of faith, not a chain of trust
• Third-parties with no SLA or other legal relationship
• Message confidentiality and integrity
• 90% of messages transit through 2 organisations

60. Push security risks
60
• Insecure network traffic
Whilst posting the message
• Insecure network traffic
Whilst delivering the message
• Credentials

61. 61
Push
data
confidenEality

62. CERTA Push security
62
• Secure login
• IP filtering
• ISO 27001 like processes and procedures for data access
(databases and infrastructure)
• We only hold:
– Your credentials
– Your push certificates
– Push tokens ID’s
– Optionally, ‘expressions’

63. CERTA Push confidentiality
63
• No personal data
• Unique ID’s
– App instance ID (CERTA ID)
– User ID
• Anonymous data

64. 64
Filter profiles consist of logical expressions, e.g.:
• One to many
!
(Airport == "AMS")!
!
(Category == “Delay”)!
!
(Flight == “KL0845”!
!
((AIRPORT == "AMS") && (Category == “Delay”))!
!
!
• One to one
!
(UID == “0x0cb77b161b283d95a7e4343922c8cd19dc1131face7a2efe08caae19e42ac78b”)!
Push unique filtering

65. 65
Push,
secured.

66. Push, secured.
66
• Why?
– Confidentiality (may be a legal requirement)
– Integrity (anti-fraud, etc.)
• 2 Options
– Encrypted messages
– Use push as a trigger to retrieve encrypted messages
(ie. Secure Rich Push)

67. Push, secured.
67
What is it?

68. Push, secured.
68
Encrypted
messages
Secure
Rich
Push
Single
transmission
Triggered
retrieval
Only
small
messages
<160
bytes
No
size
limita-ons
No
outgoing
connec-on
or
message
store
required
Message
store
is
separate
from
the
Certa
Push
server,
meaning
that
the
message
delivery
path
is
different,
and,
much
closer
Decryp-on
key
must
be
shared
before
receiving
the
message
Decryp-on
key
must
be
shared
before
receiving
the
message
Encrypted
messages
pass
through
foreign
third
par-es,
that
may
try
decryp-ng
messages
or
demand/obtain
decryp-on
keys
The
only
way
to
keep
your
data
in
your
country

69. App Enrolment
69
Decryption key must be shared before receiving the message
• App Enrolment binds
– the user to the app instance,
– the app instance to your back end infrastructure,
– register with CERTA Push.
• App enrolment creates
– encryption/decryption keys,
– Optionally create tech prerequisites for
• Secure transmissions,
• Secure storage,
• Non-Repudiation.

70. Push, secured.
70
We have dealt with
• your legal risks and obligations,
• your role in the design of the solution,
• the technical security risks.
è Push with CERTA ç
with today’s and tomorrow’s risks under wraps.
https://certa.io

71. 71
Closing
remarks
+
QuesEons