mBlox launched its mBlox Developer Program, which it said “makes it easy and cost effective for web and mobile developers to build effective mobile engagement APIs into their applications”.

Developers can use the technology to send targeted, relevant messages, including images and HTML, to application users on Android and iOS, “to keep them active for months”.

The package includes mobile engagement APIs, a web-based dashboard, and pay-as-you-go pricing.

Puneet Goel, senior product marketing manager for the company, said: “Most apps don’t get used much after the initial install, and in order to generate recurring revenue from apps, developers need to focus on active users, and re-engaging them in the application experience.

Push notifications are a great way to do this, but the native push services provided by mobile OS platforms don’t include any targeting capabilities and don’t transmit rich content.”