Notification push for apps has disrupted the mass message services ran by telecom operators in China.

Chinese operators charge every single message sent by businesses to their customers, which could add up to millions. That cost, to businesses who have developed mobile apps, now has been reduced to zero through push services like JPush.

JPush is a push notification service that helps Android, iOS, and Windows Phone apps push notifications to their users. JPush basic services, no matter how many notifications, are free of charge. And the free offerings include way more than just delivering notifications.

An analytics service is included; it shows metrics such as how many users have opened a pushed message and how long they stay in an app after they click open it through the message. Even better, app owners are able to push notifications to targeted users based on gender, age group, location, smartphone model, and so on — depending, of course, on how much information users allow an app to access.

Premium services are also available for businesses that want to send rich media content or dedicated technical support. JPush now counts among its paying customers global brands who have well-established presence in China.

But to Upas Wang, CEO of JPush, a better business opportunity is in all the data the company has been collecting. Similar to other mobile app-facing services, JPush will be able to offer analytics or cross-promotional marketing services by the time a large number of apps are using its services. It currently serves around 50,000 apps.

JPush isn’t the only one in this business. Getui is its direct competitor that was founded around the same time as JPush. Other big Chinese Internet companies, including Tencent, Baidu, and Alibaba’s Umeng are offering push notification services to apps using their developer-facing services.

But JPush believes apps, especially those run by businesses, will use independent push services — because what big companies want to offer lines up with JPush’s offerings perfectly, while independent startups are motivated to create more offerings of their own, such as analytics services.

What’s interesting and differentiating JPush from others is it is powering some newly emerged smart gadgets. For some with small screens or simple functions, push notifications are one of the most important features.

If JPush will be able to collect user behavior data from those devices, the analytic results will be very useful. Chinese search giant Baidu has built a platform for smart devices, offering them cloud storage and other services, in order to have them upload user data there and eventually generate analytic results.

This story originally appeared on Copyright 2014