• Iryna Manukovska

How Backend Platform Can Increase Revenue

George is a big eBay reseller of brand clothes. Now he works over his own website and wants to build a real-time connection with clients and convert potential ones with a cross-platform app. To manage growing demand, it must have: products’ listing synchronized with a website, product search, orders, and payment management, push notifications, automatic user login, and support chat. Of course, he wants the app to be low cost, easy to customize, and developed during a short time.

The growing number of challenges, real-time business meets influences the quality and speed of web development. With its increasing popularity in every field, eventually, every other digital business comes to an idea of app development. To face business threats and engage clients, a product should be designed accordingly. Since about 80% of app development is the backend, it should be the number one question to answer.

The idea is clear, but it’s nothing without a well-constructed backend. Why it consumed to be the development essential point? And if so, which backend type to opt for?

What Is a Backend?

Just to make everything clear, let’s walk through a brief explanation.

Every web application comprises visible part ㅡ frontend (interface), and the hidden one ㅡ backend that runs most of the business rules.

Backend (aka back end development, back-end) refers to all the services behind the interface where you keep the data, file servers, cloud services, and make the changes on a website or app to process business logic.

The back end comprises:

Database (MySQL, MariaDB, etc.).

Programming language

2020 primary programming languages from


Top operating systems used for web app development.

In tandem with a frontend user interacts with, the backend handles the behind-the-scenes functionality.

It could be as simple as just storing the static content that never changes based on your actions (so as your app).

The back end can also perform a system of features a real-time business needs to succeed today
  • Multi-tenant management;

  • Database management;

  • API endpoints;

  • Real-time cross-platform;

  • Open ID connect;

  • Data streaming processing, etc.

According to your business needs, there are two ways to create a backend:

  • Code a custom backend from scratch.

  • Backend platform (BaaS).

This choice defines the time to market, cost, flexibility, and scalability of the app development.

That’s why you’d be careful deciding on a backend solution to adopt.

BaaS Platform vs. Custom Backend. What and When to Choose

To understand how each of the backend solutions influences the development process and the quality of the final product, let’s see them in detail.

Backend as a service (BaaS or mBaaS) is ready backend stored in the cloud to fit most project types with a set of popular go-to functionality (messaging, analytics, push notifications, cloud storage, social integrations, etc.) developer only has to link with a product frontend via SDKs and APIs.

What are the key Backend as a service (BaaS or mBaaS) solutions advantages and where they fail?

BaaS Projects Examples

Game app

A real-time turn-based game Magic21 created as a multilayer. To provide real time battle, it’s developer used Unity C# as a client-side and Firebase as a backend as a service to save costs and time. He developed a database on Realtime Database, added event listeners, set up SDK. Since this game needs support for common mechanics, BaaS became the perfect solution for the fast game release. It provided the game with an ability to support a high number of players quickly with zero downtime and the analysis of its performance.

Radio streaming app

Transistor S based on PARSE Server gathers information about each app user while authorization. In addition to streaming tracks, it has social integrations and push notifications ─ widespread functions easy to add using BaaS ready-to-use solutions.

It would be perfect for the entrepreneur from the story if his app:

  • was an MVP with a short of time launch and low budget;

  • didn’t require upscaling;

  • was a non-critical product ready to change according to BaaS provider’s features.

The solution is good but doesn’t cover the scaling and flexibility app requirements. Thus, let’s go to the next option.

Custom backend means coding it from scratch with a focus on the needs of a specific project.

The development process is more complicated, but it’s overwhelmed by a list of benefits.

What Are the Key Custom Made Backend Solutions Advantages?

Custom Made Backend Solutions Examples

Fashion retail app

Nordstrom aimed to engage customers. Consumed to be the scalable and memorable app it goes beyond the ordinary functionality to process and analyze data from different sources. Thus, the app has a Datadog dashboard for managers to see the number of users, conversion rate, key metrics, YoY comparison.

Telecom app

Vega Phone from Ukrainian telecommunication operator. Providing a full range of IP telephony services for business as well as for ordinary users this SIP-client synchronizes the data from the tools it’s installed on and constantly updates with new unique features. Thus, this app needs API, fast processing of internal events, and events storage that could be done with Baas. However, it was built using custom backend to keep the 24/7 system availability, reliable requests processing, frequent releases, and bug fixing.

Game app

Two4Tea Fight List challenges users to guess answers for questions in a 5-on-5 tag format. Used to work with a Parse Open Source, they meet a challenge: as they started to scale, the platform’s functionality wasn’t enough to process 600 requests a second they have. To improve an app performance, they went to the custom development solution. The deployment of their own services makes it easier to manage and upgrade an app. Using custom backend they built a database dashboard for quick data access, push notifications on both iOS and Android platforms, and cloud code functions on the computer and upload them with a simplified CLI.

IoT app

Lytx for advanced FNOL video based telematics & tracking of fleet owners & sensitive businesses' property demands auto-scaling cloud server and big database to store training videos. Since IoT apps usually have a big data traffic, to avoid overload it requires application cloning. This can be done with BaaS backend, but the major question was security: servers contain sensitive data, that should be encrypted properly. Thus, the choice opt for the custom backend, that provides app with Rest APIs, OBD-II ECU Data integrated via Bluetooth, real-time monitoring and configuration.

Thus, custom backend seems perfect for a product that needs a unique set of features, and an app with growing potential to change over time.

But a moment of development cost and price left. Is there some solution to cover all the app needs and demands of the development process described in the beginning?

Making a Smart Decision for Your Business

Most BaaS makes sense for companies that don’t have the time, money, and resources for a lengthy development. Custom back end takes too much time and money. What to choose, when you don’t want to sacrifice the competitive advantage to save money, however, you are still limited on time.

A solution is a tool with a BaaS development speed and custom backend flexibility like the XM^ONLINE backend fast-code platform. Loved by its development speed and architecture it provides business and developers with a wide range of tools focused on sustainable products' development.

By usingXM platform you can customize your business case according to market requirements with full control over its performance and costs for a short time.

To fit any business needs XM^ONLINE offers:

  • 4 weeks MVP delivery,

  • Microservice architecture,

  • Open-source code,

  • High real-time loads,

  • A team of 70+ professionals.

Want to know how it can work for your business? Discover companies from Europe & USA already improved their backend to make business more efficient!


Digital service platform to launch any cloud or on-premise solution MVP in 4 weeks. We offer sustainable software to create a perfect customer experience for any real-time business industry (retail, telecommunication, IoT, etc.). The platform-as-a-service is recognized and used by SaaS startups and Fortune 500 companies.


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