Push technology

When push media media are referred to, in which the information flow is controlled by the transmitter and the communication flow primarily in one direction ( unidirectional) from the transmitter to the receiver runs. The term push comes in the area of strategic thinking originally from marketing, where the various sales and promotional strategies as a push or pull marketing (of English to push. Thrust, push, press ) be called.

Radio and television, for example, push media, since the communication flow is unidirectional here. In contrast, the Internet and especially the World Wide Web is primarily a pull medium, because the user requests something. But even here there are push method, namely where the content provider ( content providers ) send unsolicited advertisements to the user. The push technology is also used in the communication world, for example in mobile phones and is there since around the beginning of 2000 as a "push message" ( push messages ) are known. The push- character of the television goes on the other hand, the interactive television because of the return path back gradually.

Mid-90s, an attempt was made to introduce the push principle on the Internet to relieve the recipient of the need to make decisions and its own activity. Netscape led early on the so-called server push one in which the Web server could send targeted information to the client, so the web browser of the surfer, without that this had to be active. Under the slogan of webcasting developed from the spring of 1997 different push method, which should allow the regular and automated delivery of personalized, that is pre-selected and edited information on the Internet; in the context of the WWW then one speaks of channels ( Channels).

Already a announcement or newsletter mail that is delivered on -time request to interested parties on a regular basis, is a push medium, similar to subscribing to a newspaper. Even e -mail marketing or UCE may be referred to as a push medium, since the user does not need to be active or there can not dodge easily.

Since about the summer of 1998 applies push as anti - trend; Forecasts as those of Wired magazine, after which push services would displace the Web browser in a short time, thus proven to be wrong.

In the push- range active companies like Marimba, Backweb and PointCast responded accordingly and sought corporate clients as new clientele. This should use push software on their intranets as an alternative to traditional e -mail systems ( push server ).

So BlackBerry uses the concept for the supply of mobile devices (clients), eg up to receive e -mail. Apple also uses this technique on the service called iCloud (formerly MobileMe ). Not only emails, but also contacts and calendar data to be transmitted. If an Internet connection is not possible, the data can be also through SMS capsules ( binary SMS).

When push prices for news on the progress of securities prices are understood to be regular, often even sent in real time to a receiver of the user.

665593
de