It is a big step toward the real use of agent technology. On the other hand, push media can easily lead to the proliferation of junk mail and is barely distinguishable from spamming. Broadcast technologies can send text, graphics, audio and even video files to a PC during off-hours, when there is substantial unused bandwidth. The ability to efficiently download custom multimedia information creates the potential for truly personal TV, with programs that can be watched any time. Marimba was founded by several key members of the original Java development team.
Vendors typically provide client software for free.
They make money by selling required server software and sometimes, as with PointCast, advertising. Current products are aimed mostly at individuals, but businesses will adopt push media technology to automatically distribute mass-customized information internally and externally. For example, instantly and inexpensively notifying customers of relevant product availability, price changes and special offers would represent a big step toward true electronic commerce. Witness the close cooperation between Lotus and PointCast. And this is clearly just the beginning.