Driving the Internet‑of‑Everything with Intelligent Data Distribution

Andrea Skov, CMO of Push Technology

When I talk with customers, a recurring theme emerges: they need reliable, efficient, and scalable real‑time data delivery across people, devices, sensors, and machines – what I call the Internet‑of‑Everything (IoE). The biggest hurdle is the "I" – the Internet itself. It is often congested and unreliable, making it a poor transport for time‑critical data.

Today, roughly 1 trillion devices exchange about 2.5 billion gigabytes per day (IBM). Managing this torrent efficiently is essential to maintain speed and reliability – a challenge that I see every day at Push Technology.

Many traditional messaging systems simply push bulk data back and forth, which is both costly and wasteful. The demands of IoE exceed what generic solutions designed for chat or social media can handle.

A key issue is centralised network power. Even in the cloud era, applications still rely on a handful of massive data centres that may be far from end users. That works for low‑latency data, but not when every millisecond counts – for example, in high‑frequency trading where delayed price updates can mean millions of dollars in lost revenue.

I see three core challenges that must be solved for efficient data distribution in IoE:

• Latency – Data loses relevance the longer it takes to arrive. While a 12‑second delay was acceptable a decade ago, today we need millisecond‑level delivery to capture revenue opportunities.
• Efficiency – One pipe in, one pipe out. The throughput of a data pipe determines how many gigabits per second can be transmitted. Smaller messages allow more transmissions or more connections.
• Scale – With one trillion connected devices, the system must grow over unpredictable, sometimes unreliable networks. Traditional enterprise messaging fails to scale to this level.

The IoE market is maturing, and companies now recognize that network‑efficient, high‑volume streaming and messaging are critical for corporate applications and analytics. To succeed, firms need solutions that boost reliability, cut bandwidth and infrastructure costs, and bring data physically closer to the end user – whether that user is a machine, device, or person.

Reducing network load also requires a deep understanding of data. By identifying what is truly relevant or has changed, companies can stream only the necessary, smallest pieces of information, easing congestion.

Addressing these challenges, Push Technology created Diffusion™ – a patented, bi‑directional, delta‑data streaming platform available on‑premise, in the cloud, or in hybrid setups to meet diverse business and regulatory needs.

Diffusion is data‑aware; it automatically discards outdated or redundant information, achieving up to 90% data optimisation across the Internet. This translates into significant bandwidth savings, lower infrastructure requirements, and minimal latency.

Push Technology first proved its technology in sectors where real‑time delivery is critical – e‑gaming and financial services. Today, Diffusion processes approximately £5.2 billion (€5.88 billion) in annual betting transactions for leading gaming brands, handles vast volumes of trading data for financial institutions, and serves applications across healthcare, retail, transportation, and energy.

Author: Andrea Skov, CMO, Push Technology