In an attempt to narrow the gap between a customer behavior and a related marketing message on a smartphone app, Swrve has released a real-time personalization engine specifically for mobile apps.
The company’s goal is to allow mobile app managers to display a targeted campaign or adapt the user experience right after a user action. The time lapse is the key difference, because previously apps had a certain amount of time lag between the behavior and the response.
"Swrve has a single focus, to give mobile app developers the tools they need to maximize in-app revenues and drive success on mobile," said Hugh Reynolds, CEO of Swrve. "Our real-time platform brings mobile apps into the 'post analytics' age, where data is turned into action, not in a week, day or even hour, but based on user behavior at that exact moment in-time."
Swrve says companies can integrate the new solution with their apps, and then determine which behaviors trigger which events. For example, the first time a user opens an app, they could see an alternative landing screen. Or in-app native messages could appear when users make or cancel a purchase.
The overall goal is to personalize the user’s experience within the app, thereby promoting more engagement, and more revenue, company officials explained.
The company has shifted gears recently, moving from its previous focus on enterprise-level app developers to providing a pricing system that fits all levels of mobile developers. These offerings include a free Developer edition and a Flex edition that starts at $500. The company reports that the solution requires only one line of code and ten minutes to get up and running.
"We're not ashamed to have focused on the big beasts of the app ecosystem," Reynolds said. "We wanted to build a platform that could handle anything, deliver on every aspect of app performance, and scale all the way. And we did that. But now it's time for 'Swrve for all'—and we're delighted to be opening up the Swrve experience to app developers of every shape and size."
The company reports its platform currently handles over two billion events a day.
Edited by Alisen Downey
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