Google makes mobile websites more app-like with Chrome push notifications

The likes of eBay and Facebook will soon take advantage of the feature

Google has taken a big step in its efforts to make mobile websites act more like native applications on Android smartphones, by adding notifications to its browser.

One of the most convincing arguments for building an application instead of a website has been the ability to send notifications to users. Google is hoping to narrow that advantage by adding the feature to version 42 of its Chrome browser for Android.

As a result, Android developers no longer have to decide between the engagement potential of a native app and the reach of a mobile website, Google said in a blog post on Monday.

For users, the notifications will look and act as those sent from applications. They still show up in the notification tray, but a click takes users to a website instead of an app. Users still have to opt in before a website can send them any messages.

Over the coming weeks, early adopters such as eBay, Facebook and Pinterest will start sending notifications, according to Google.

What notifications offer was a major theme at a recent event organized by the Online News Association in London.

While they offer the opportunity to engage more closely with users, they are also the easiest way to get them to uninstall an app if not done right. It's important to be upfront with how many notifications will be sent and what they will cover, and then stick to that, speakers at the event said.

Companies like Roost and Mobify are providing services that aim to make it easier for developers to integrate push notifications with their sites. The former lets companies use its dashboard, its APIs and its WordPress plugin to send notifications to Chrome users on Windows, Mac, and now Android, it said in a blog post.

This upgrade is part of a larger effort by Google to make mobile-optimized websites look more like installed apps when using Chrome. The upgraded version also lets developers add a pop-up banner that users can click on to add the site to their home screen.

Other recent changes include full offline support, and access to device capabilities such as the camera and geolocation, according to Google. These new features will continue to improve and evolve over time, removing the difficult choice for developers between the reach of the mobile web and the engagement of native apps, it said.

Send news tips and comments to mikael_ricknas@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in