Hot on the heels of PubNub Inc. raising $20 million in funding for its cloud-based data distribution service, a British firm called Push Technology Ltd. is taking a shot of its own at capitalizing on the fast-evolving analytics needs of the enterprise with the launch of a rivaling messaging service. It’s a fully managed implementation of its already well-established Diffusion technology.

The software, which organizations until now had to deploy in their data centers or manually on a public cloud to use, provides a standardized pipeline for transporting real-time information to and from applications. The basic premise is more or less the same as PubNub and most other messaging services, down to how items are sorted based on their usage, with a few major exceptions.

For starters, Push Technology takes that organizational approach a step further and divides data into specific topics and subtopics that can be tailored for the requirements of different applications in order to ensure that bandwidth is only being spent on relevant content. What ends up arriving at the receiving end is an initial digest that is then updated with changes over time.

That removes the need to resend recurring data points, which reduces the amount of packets that have to travel over the network and thus kills two birds with one stone, speeding response times while cutting infrastructure requirements, thus lowering costs. That high degree of efficiency has the added benefit of helping to make Diffusion quite scalable, with Push Technology boasting that the typical customer deployment runs in the tens of millions of messages per second.

The new cloud-based implementation, which runs on IBM Corp.’s SoftLayer platform-as-a-service offering and is offered under the brand Reappt, will enable organizations to take advantage of that scalability without having to sort out the underlying hardware on their own. That should in theory significantly expand the appeal of Push Technology’s value proposition and level the playing field against cloud-native rivals such as PubNub.

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