Push Amplification is a fallback solution that enhances the push notification delivery rate when OS/device-level restrictions prevent these notifications from being delivered.
The OS on most Chinese OEMs is tuned to kill background processes that cut off the device from the push gateways such as GCM/FCM and APNs — this is usually done to reduce battery consumption.
This means that you may never see a push notification delivery rate above 90%. Most benchmarks indicate that the average delivery rate for push notifications is around 65%. With these Chinese devices accounting for 33% of the global smartphone market, marketers lose a significant portion of their push notifications as they remain undelivered.
Insider’s Push Amplification assigns a unique ID to each device used as an alternate delivery gateway. This works with a pull-back mechanism that is based on Insider’s servers, which track undelivered notifications and trigger them back directly to a user’s smartphone when the standard delivery fails.
