multi-channel enterprise apps, location-aware, social, ecommerce, and messaging apps. Using Backendless, developers can focus solely on the user experience and client-side business logic of their applications without worrying about or spending any time on the infrastructure and server-side tasks. Backendless accomplishes this by exposing the core server-side functions as programmable services accessible via specialized and REST APIs. Without any effort, developers can implement app functions for user registration and login, data persistence, push notification, geolocation, and publish subscribe messaging. Absolutely all default server-side behavior can be modified or extended with codeless custom business logic.