A Brave New Push: Urban Airship Brings Location, Context Targeting To Mobile Notifications

At the end of October, Urban Airship, the startup that gives developers a simple way to build in-app purchases and push notifications into their mobile apps, acquired SimpleGeo for a reported $3.5 million. At the time, it was unclear what Urban Airship would be doing with the terabyte-plus of SimpleGeo location data, but in January, Urban Airship announced that it would be shutting down the startup's Places, Context, and Storage services by April 1st. Though both SimpleGeo co-founders have left the company, the rest of the team stayed on board and has been heads down, plugging away on a big new product. Today, at O'Reilly's Where Conference, in its biggest announcement since its acquisition of SimpleGeo, Urban Airship is unveiling that product -- which combines its push notification platform with the ability to segment audiences by location, time, context, and preferences in an effort to improve relevancy and targeting of both messages and offers.

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