Huawei pushes new weapons that perfectly fit the user experience

Speaker: Product Director of Huawei Consumer Cloud Service Push Service

Hello everyone, thank you very much for coming, sharing and communicating with us.

At this stage, HMS Core has brought many new capabilities, and push service first batch of open capabilities. Thank you very much for your support over the years. This year will also bring you new features to make everyone better Do push service growth.

push service has been quickly accessed and used by many developers since its opening in 2017. by 2018, breaking 10 billion in 2019, and has made global push notifications in 2019. This year, the volume of news and access has seen a greater development . While developing, many friends told us last year whether we can make the application grow faster, so this year we have built a new three-stroke tool to accelerate the growth of users.

"Quick Notification"

first one is "quick notification", which can quickly reach the user . Last year, a lot of apps like precise reach and smart display were installed on mobile phones, but few people registered. Some people didn’t activate, and there was no way to reach them. “Quick notifications” can help you do fast. Reach can also be used for user recall.

"Quick notification" provides a dedicated channel to achieve instant delivery of messages without queuing, which is suitable for important notification usage scenarios . Last year, there were a lot of transaction reminders in the securities field, and users need to be notified quickly. It may be that the notification peak period is blocked for more than ten seconds, which will cause users to miss the trading opportunity and suffer heavy losses. Therefore, we organized the research and development of the "quick notification" program. , Let the news arrive in seconds, to ensure that customers perceive the immediacy of transaction processing, and will not miss important opportunities.

Another example is the scene of convening a meeting with everyone. The meeting time is approaching. Some people may not know about the meeting when the notification is received. It is also very troublesome to call one by one, so "Quick notification" can help quickly notify everyone to participate in important meetings. .
For another example, in the real estate industry, some brokers interact with customers. If the customer receives news slowly, it will lead to the loss of customers. "Quick notification" can quickly solve this business scenario problem.

"Quick notifications" continue to maintain a high stable channel while being "fast". It has strong reliability and can achieve an arrival rate of more than 99%; security has also done two-way encryption, with message arrival receipt function to ensure the integrity of the push path; at the same time, it can also support Android, iOS, Web and other devices and platform.

Smart display

second attack: smart display, with enhanced reminder function . If there are too many notifications, the reminder may not be strong enough. We have made the reminder stronger and more differentiated, and the user is more easily perceived. Secondly, we must also consider allowing users to feel the notification at the right time when they want to see the notification. In addition, we have also done The full-scene reach can be reached at multiple ends. In addition to mobile phones, users can also be reached on TVs and watches.

What are the advantages of enhanced reminders? Conventional notifications are reflected in the information bar, we can make more eye-catching reminders, such as reminding when the screen is locked, or displaying push notifications on the location of time and weather when the phone screen is off, reminding consumers to unlock and view the content. Another example is to better remind mobile phone users that there are notification messages through ringtones and vibrations.

In order to remind users at the right time, we made a bright screen display. Now the application push notifications are frequent. Sometimes users don’t have time to look at their phones, and important notifications are missed when they are squeezed by other messages. This bright screen reminder can be displayed by estimating the time when the user turns on the screen, which can greatly improve the display of notifications. Opportunities to help users reach faster.

In terms of full-scene access, cars, smart screens, watches, and everyone's most commonly used mobile phones can all be linked. For example, it is not convenient to use a mobile phone when driving, so we have implemented push notifications on the car, so that you can see notification messages while driving, and you can call and reply in time if you have important things. For another example, when watching TV, notifications pop up in time, which can also prevent users from missing important information. Watch reach is mainly used when everyone is running, because it is inconvenient to bring a mobile phone when running, and the watch can receive important messages and process them in time.

Accurately reach

third axis: precise reach, is an important supplement to the previous two functions . Some push content that is inappropriate will cause users to feel disgusted. We can provide precise capabilities to push users’ favorite messages to users. In this regard, we also improved our capabilities last year-with preset user tags and RTA. Real-time decision-making can also allow developers and Huawei to make a joint judgment on the consumer, that is, attribution of the conversion effect, so that the effect of the push can be monitored and the strategy can be adjusted in time.

Preset commonly used tags , such as activeness tags, allowing operators to see whether users are active users or silent users for timely promotion marketing. In addition, there are also tags subdivided by user attributes and user events, including users What apps have been viewed recently, when did you log in to the app, the last time you clicked on an ad, etc. You can combine tags with each other to screen out suitable people together.

Let’s talk about RTA’s real-time decision to send . For example, Huawei has analyzed that a user is on Weibo, and this user likes watching sports. We will send sports content on Weibo to reach out and determine if this is what the user likes. , If it is, then it will be pushed later according to this content. Personalized content recommendation can also be made to achieve real-time thousands of people. For example, Taobao will send red envelopes during the Double Eleven event. According to the consumer's past consumption situation, some people will be given two hundred red envelopes, and some will give 100 red envelopes. , You can also push personalized products in the content area. For example, this person likes lipstick and pushes lipstick, and that person likes suits and suits, and you can push it to thousands of people according to their preferences.

Conversion effect attribution We have made two plans , one is to provide Deeplink link for user conversion attribution, and the other is to use the server click receipt capability to observe the effect of this channel on new users after the launch of this channel, pay What kind of crowd the user is. Various applications will be frequently promoted, such as push and information flow, including natural traffic, and the parameters provided by attribution capabilities. You can quickly figure out what percentage of a channel is used and the effect achieved, which is more conducive to the optimization of push services in the later stage.

At present, many partners have used this ability, and the effect is obvious after use. Generally, silent users have been reduced by 30%, and browsing time and usage have increased by 20%. Conversion effect attribution can help applications achieve greater The user is active.
This is an important capability that we have enhanced this year. One is that "quick notifications" can be sent quickly, and the second "smart display" can be displayed more intensely, allowing users to perceive the content more strongly and not to miss it. The third "precise reach" is to achieve higher notification conversion rate and fewer user complaints, so that we can make a comprehensive solution to push messages to reach users.

Thank you very much for listening, and welcome to communicate with me after the meeting, thank you!

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