[1] For example, someone who manages an iOS or Android app could automate push notifications or in-app messages.
They could also segment their existing app users to send messages only to the people they want to target.
[3] For example, the constraint of a smaller screen size causes differences in user behavior.
[6] The number of apps being created has increased substantially across Apple iOS, Android, and Amazon.
This is the concept of testing two different marketing platforms on consumers to see which one performs better.