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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

WE HAVE AVAILABLE PETROLEUM PRODUCTS FROM RELIABLE REFINERY IN RUSSIAN FEDERATION WITH BEST PRICE AND QUALITY. BELOW PRODUCT ARE AVAILABL...

Anatoly Vyacheslav

AI-enabled Emarsys facilitates 20% increase in Global Shop Direct revenue

Read more

Latest Podcast

More podcasts

Sign in