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Glacial Pace of Change: Web Notifications Coming Soon to Apple Devices?

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Glacial Pace of Change: Web Notifications Coming Soon to Apple Devices?
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Apple’s dragging its feet in response to Anti-Trust Pressure; Bob Lawson, Optimove’s Director of Mobile offering, looks at what that actually means

Operators and mobile app developers love Apple’s App Store. Specifically, those who have a high percentage of their players on iPhones. They love the reach the stores give them to acquire new players.

Operators and mobile app developers dislike Apple’s App Store. They are tired of the hoops they need to jump through to get their app listed. Not to mention Apple’s 13,000-word “guidelines,” which include restrictions for types of apps they will accept, and where, AND the slice that the App Stores take on every dollar spent through the app, kicking a big hole in potential revenue operators can earn from their players.

It’s fair to say operators and mobile app developers alike have a love-hate relationship with the App Stores and Apple in particular.

Recently Apple has come under increasing pressure from Anti-Competition lobbyists to offer other ways for users to utilize their apps on iPhones. But a business with over 745 million software subscribers, grossing over $70bn in direct app revenue a year, isn’t going to give that up easily. Add to this their slowing revenue from hardware sales, and some commentators see Apple increasingly as a software company rather than a vendor of high-end devices. What are we to make of these somewhat conflicting messages? Consider the following:

 

  1. Apple is under pressure from antitrust regulators to show opportunities for companies that don’t, or can’t, have apps in the App Store. The ruling from their very public lawsuit with Epic Games in the US, and the EU ruling in favor of Spotify, also means that Apple needs to show tangible proof that the Apple ecosystem isn’t closed to competition.
  2. Apple is doing everything it can to hold onto its dominant position while appearing to listen to software makers’ concerns. They continue to make only minor tweaks to App Store terms in response to class actions and slowly introduce small, frequent changes. Those Changes make it very difficult for developers to stay on top of what would make Apple block their new app listing.

So how do the recent announcements at the June 22 WWDC event give us a clue to Apple’s response to pressures? First, it continues to show Apple’s strategy for the glacial pace of change.

 

  1. Apple has for years been reluctant, to say the least to allow applications other than approved apps on its store, accessing phone and browser functionality. Push notifications, for example, have been possible on Apple mobile apps since June 17, 2009. Just 11 months after it introduced the App Store in July 2008. They have always seen the Apple Push Notifications service (APNs) as a critical part of the iPhone experience.

And in the meantime, next door, Google has allowed much more extensive options for delivering notifications on Android devices. For example, since 2013, it has been possible to deliver notifications on an Android phone to users who don’t have the mobile app installed but have subscribed for notifications from a mobile responsive website or progressive web app (PWA).

But there’s a big difference here and it is that neither websites nor PWAs are downloaded from the Google Play Store, so they aren’t governed by the submission rules or delivering a revenue cut for the Play Store.

 

  1. Apple’s resistance to following Google’s lead could easily be seen as an attempt to restrict the popularity of Web-Based Applications over mobile apps published through its stores. After all, in the past it did follow Google’s lead when it first introduced notifications to mobile apps published through the Google Play Store.
  2. Apple argues that it’s about maximizing users’ customer experience, but increasingly it has been seen as anti-competitive. It’s strongly suspected that the recent announcement at WWDC 22 to introduce web push notifications to Apple devices is a way to demonstrate that they have no platform bias. They will soon introduce web notifications to browsers running on mobile devices, closing the gap between Mobile Apps and Web Apps.
  3. The technology has been available as a developer test build for months. At their developer conferences, Apple often announces features well into the future to get their community excited about what’s to come. Rarely do they announce something that will be available up to a year later. So why announce now, and why so far in advance?
  4. Antitrust pressure may have led to the announcement this year. And maybe, just maybe, by kicking the can down the road, the heat will come off. They have built it, but will they come? Only time will tell.

 

What does this mean for the industry?

Marketing automation tolls will relish the prospect of allowing more freedom around mobile devices. CRM Marketing Platforms have many customers who don’t, and won’t, have apps in the store for one reason or another. So being able to offer an experience that is on a par with that of a Native Mobile app is a compelling idea. The power of push notifications to re-engage with lapsed players and send reminders to Apple users, as has been possible with Android, is undoubtedly a good thing.

Is Apple ready to truly embrace customer experience across mobile and web applications? It’s anyone’s guess, well anyone not named Tim Cook, anyway. We’ll be watching this space closely over the coming months.

 

Bob Lawson is Director of Mobile Offerings at Optimove. He joined Optimove early in 2022, when it acquired Kumulos, the company he co-founded. Kumulos was a market-leading Mobile and Web Messaging Platform serving a broad range of industries. Bob has spent more than 18 years in technology, particularly Mobile MarTech. He has held commercially facing roles in start-ups, scale-ups, and large enterprise businesses, particularly in Mobile Technology. Before working in the Tech space, he spent 15 years in Financial Services, most recently as Marketing Director of one of Europe’s largest Fund Management Companies.

 

Industry News

SKS365 keeps investing in people: GROW People Management Program took the next level

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11 experienced people managers from the SKS365 group’s 4 locations gathered last week in Belgrade for the new GROW People Management Program. From 15 th to 19 th of April, through trainings, discussions, and social connections, people had the opportunity to further grow individually and as a team, while enjoying Belgrade’s city center and rivers.

Created in 2023 with the purpose of building foundation people management skills across the organization, GROW initiative evolved this year by including a new, advanced program for experienced people managers to further consolidate their skills and prepare for future opportunities.

Building and fostering connections, sharing experiences, and enjoying team building experiences – all these activities have been part of the GROWpmp agenda for the 11 people managers coming from Commercial, Product and Development, Finance, and Sportsbook departments of the group’s 4 locations – Malta, Italy, Austria, Serbia.

GROWpmp included a variety of topics that people managers in SKS365 recognized as the key areas for management development. Topics such as influence through communication, team effectiveness, DEI, through to presentation skills and business topics like understanding finance and management reporting, were delivered with the support of external professionals and internal experts, while designed and organized by the SKS365 People & Culture team.

 

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Industry News

Kindred’s Share of Revenue from High-risk Players Shows Slight Increase

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Kindred Group plc’s (Kindred) share of revenue from high-risk players showed a slight increase to 3.2% (Q4 2023 3.1%) in the first quarter of 2024. Compared to the first quarter of 2023, the high-risk revenue share decreased marginally. The percentage of detected customers who exhibited improved behaviour after interventions came in at 87.1% (compared to 87.4% in Q4 2023 and 83.0% in Q1 2023). This sustained trajectory in the improvement effect after interventions, observed over an extended period, serves as a testament to the strong dedication and collective efforts throughout the company. It reflects Kindred’s ongoing commitment to fostering positive change within the industry.

“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience. However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression,” Alexander Westrell, Director of Communications at Kindred Group, said.

“It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experience shared their important stories. Also, it is evident that technology is moving forward, and will provide greater opportunities to detect and intervene in the future. We hope to see more regulators engage with the industry and with experts to secure a more sustainable industry for everyone,” Alexander Westrell added.

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PENN Entertainment Names Aaron LaBerge as Chief Technology Officer

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PENN Entertainment announced that Aaron LaBerge has been named Chief Technology Officer (CTO) effective July 1, 2024, subject to customary regulatory approvals. Mr. LaBerge will report directly to PENN CEO & President Jay Snowden.

In his new role, Mr. LaBerge will be responsible for driving the technology strategy and execution for PENN, while leading the multinational team of technologists and serving as the key business leader for the company’s Interactive division.

Mr. LaBerge spent more than 20 years at The Walt Disney Company, in two stints separated by five and a half years as a technology entrepreneur. He was most recently President & Chief Technology Officer for Disney Entertainment and ESPN where he was responsible for driving all technology and product development in support of The Walt Disney Company’s two media divisions. In that role, he helped set the vision and strategic leadership for how Disney uses technology to enable storytelling and innovation, drive its business, and create unparalleled consumer experiences with entertainment and sports content.

“We are thrilled to have someone of Aaron’s caliber join our PENN executive team. Having overseen a global organization of thousands of engineers, product developers, designers, technologists, and data scientists that created some of the largest scale and most successful media properties in the world, there is no better candidate to lead our Technology and Interactive division into its future. I know Aaron is looking forward to working with Todd George, our head of operations, and our entire Executive Team to continue growing our position as a leader in online gaming, sports betting, and digital sports media,” Mr. Snowden said.

“I’m excited to join another talented team at PENN Interactive and lead our technology strategy. PENN Entertainment is at the forefront of the fast-changing gaming and sports media industry. I plan to use my experience from Disney and ESPN to help make ESPN BET an essential piece of the sports fan experience. Together, we’ll push the limits and redefine how fans interact with sports and gaming,” Mr. LaBerge said.

Prior to his most recent role at the Walt Disney Company, Mr. LaBerge was Executive Vice President and Chief Technology Officer at ESPN from 2015 to 2018. At ESPN he played an instrumental role in the growth of ESPN’s consumer-facing digital media products and services – leading many of ESPN’s most ambitious and challenging projects and helping establish ESPN’s position as the leader in digital sports and innovative sports technology development. He was a key architect in the design, development, and engineering of ESPN’s state-of-the-art facilities in Bristol, CT; Los Angeles, CA; Charlotte, NC; and Austin, TX, as well as data centers and infrastructure that connect those facilities around the world, as well as the technology design and development to support the launch of the multi-platform SEC Network.

Between 2007 and 2012, LaBerge was co-founder and CEO of Fanzter, Inc. – a venture-funded consumer software and digital product development company. At Fanzter, he directed all day-to-day operations and led the development and launch of a variety of consumer-focused internet and mobile products, ground-breaking social and commerce technologies and more.

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