I have been talking to an interesting UK company – Push Technology – and their Diffusion product – who are riding on a re-emerging wave of demand for push web technologies.

Maybe it never went away, but I associated pushing content with the rise and spectacular fall of PointCast, back in the heady days of the late 90’s – tarnishing push with a reputation for heavy bandwidth use and a proprietary client. Since then I have been fed a steady diet of pull being the future, not only on-line but of our TV viewing and all media consumption.

It seems that on-line gaming and our need for instant real time data has re-ignited this sector, with Darren Hudson (the CTO at Push Technology) bullishly referring to recent sales successes and a strong pipeline of the great and the good in on-line betting and finance.  This is from a company that is too young to have really started marketing yet.

This got me looking at this fairly tight little software sector and what makes Push Technology cool is that whereas others simulate push by constantly polling and then pulling – hence ‘push’ having a reputation for placing a heavy toll on web servers – ┬átheir Diffusion product only pushes when the content changes.