A Guide to BaaS
Introduction
Some of my most popular posts are those about mobile backend providers Parse and StackMob. It’s been a few months since I last looked at them, and since then much has changed - so I’ve decided to take a comprehensive look at both the large and small players in the mobile backend space.
What is BaaS?
BaaS stands for backend as a service, and is used to describe a company that provides a way for front-end developers to ‘plug in’ to cloud storage, user management, push messaging, and the like without having to write and support their own server architectures.
If you’ve read some of my other blog posts you’ll know I’m a fan of BaaS. It’s not for everyone - large apps with millions of users, in particular, will of course benefit from their own internal systems - but if you’re starting out and need a quick and efficient data storage system that works across multiple platforms you can’t go wrong with BaaS.
The BaaS industry has come to be quite closely associated with mobile, partly because many companies sprung up in response to a need by native application developers for secure, reliable data management systems. There’s nothing to stop you using a BaaS provider to power your desktop web apps, but I’ll be mainly focusing on mobile here since that’s my field of interest.
BaaS Providers
Wikipedia lists some fifteen different BaaS providers - some large, and some very tiny. There are two main players in the market, the Facebook bound Parse, and StackMob. In addition, a number of smaller players are all vying for your business.
I’ve chosen to look at five different BaaS platforms and compare their strengths and weaknesses. Each provider has a brief review, followed by a pricing comparison and some general recommendations for what to look out for. Hopefully you’ll find it useful - and I’m always happy to answer questions either through Tumblr or Twitter (@objclxt). You can either read on, or jump to the provider you’re interested in:

Parse
Although not the oldest in the game, Parse is probably by far the most well known BaaS provider, if only due to it’s acquisition by Facebook last week.
Features
As standard, Parse offers support for data synchronisation, push notifications, social integration, and custom code via server-deployed JavaScript. Parse has official client libraries for iOS, OS X, Android, JS, Windows 8 (desktop and phone), and .net. There are also many third party libraries available for languages such as Ruby, PHP, Python, Go, and the like. Currently, Parse’s first-party libraries are all closed source, which is a shame (hopefully this will change under Facebook). Parse is also well known for its excellent documentation, which includes complete sample applications and walk-throughs.
Server-side code is supported through Parse’s Cloud Code feature, which is JavaScript based. In addition to your own custom code, you can also plug into third-party modules to directly integrate with services such as SendGrid, Stripe, Twilio, Mailgun, and the like. Parse also recently added support for static hosting, which allows static and JS based pages to be served up quickly and easily.
Pricing
Parse charges on a per-API request model, plus storage. Anything below 1 million requests is free, which for many low-usage projects will be more than sufficient. Their standard ‘pro’ plan provides 15 million API requests, 15 million push notifications, and 10GB of storage for $199 per month. Enterprise plans are also available with dedicated SLAs and the like.
To put that in some perspective, 15 million API calls a month lets you support 50,000 active users at 300 calls per month.
Who Uses It?
I do! Also, a number of large brands and agencies, including IDEO, Cisco, Hipmunk, BBDO, and Deloitte (it should come as no surprise that agencies tend to be big users of BaaS - they often lack backend expertise at scale, and many of their apps are for short-lived campaigns).
Pros
- Acquired and backed by Facebook (…or a con, depending on your viewpoint)
- Wide range of well supported SDKs
- Excellent documentation
Cons
- Acquired and backed by Facebook (…or a pro, depending on your viewpoint)
- Client libraries are closed source
- Custom ‘cloud’ code somewhat limiting compared to other providers

Stackmob
Stackmob has been in the BaaS business for a while, and along with Parse are one of the bigger players in the space. They aggresively compete, to the point where StackMob posted a “migrate from Parse tutorial” the day after Parse’s acquisition.
Features
Stackmob offer broadly the same feature-set as Parse, but with a few additions such as distinct production / development environments, API versioning, and a more comphrehensive custom code framework that supports server-side Java or Scala. Many of these advanced features are made available on a modular basis in the StackMob marketplace (but more on that below). Both the Android and iOS client libraries are open source, and available on GitHub.
Pricing
StackMob recently changed their pricing model from a usage based to a more generous ‘freemium’ model. Basic API access is both free and unlimited, but additional functionality can be ‘unlocked’ through the StackMob marketplace (if you’ve used Heroku this marketplace model will be familiar to you).
The downside of this is that depending on what you need this can end up being very expensive. For example, let’s say we want to support custom code and 5 million push messages a month. Both of these features are included in Parse’s Pro package, but with StackMob you’ll need to purchase each module separately. This ends up costing $399 for the push and $199 for the custom code, or a total of nearly $600. That’s three times as expensive as Parse for broadly equivalent functionality.
As a result, using StackMob could require some careful planning to make sure you only use the modules you absolutely require. Don’t forget to think about your future requirements when pricing up or you might have a very expensive surprise!
Who Uses It?
According to StackMob’s rather limited case studies page, the platform is used by Atari, ShopKeeper, and Meexo, amongst others.
Pros
- Unlimted API calls as standard
- Open source client libraries
- Good documentation
Cons
- Free plan has unlimited API calls, but missing functionality such as HTML5 hosting
- Paid modules quickly add up

Kinvey
Based out of Boston (woo), Kinvey have been around for a couple of years with their BaaS offering. They were recently selected as a Facebook Technology Partner.
Features
Kinvey offers the usual plethora of data storage, user management, push notifications, and social integrations. They also offer versioned APIs and usage analytics. Additionally, Kinvey’s enterprise plans support existing authentication systems such as LDAP or OAuth, along with data links into products such as Salesforce CRM.
Pricing
Kinvey bases their pricing on the number of active users. An ‘active user’ is defined as one that has made an API request that month. I’m not the biggest fan of this model, because it can makes apps with large numbers of users but with small backend requirements rather expensive. Kinvey do offer API pricing as an alternative, but you’ll need to get in touch with them directly to discuss further.
Who Uses It?
A number of marketing agencies use Kinvey, presumably on behalf of their clients, as well as Johnson & Johnson.
Pros
- Enterprise-level features such as LDAP, Orcale, Salesforce, and OAuth support (for those on enterprise plans)
- Agencies can benefit from Kinvey’s referral program
Cons
- Default ‘active user’ pricing model not suitable for all apps
- No ‘custom code’ support a la Parse or StackMob, although backend business logic is supported

FatFractal
FatFractal also seem very responsive to customer requests and feedback - I actually got in touch to ask whether they supported bulk data export whilst writing this post, and they implemented it into their system overnight.
Pricing
Currently, FatFractal provide up to 3 million requests and 5GB of storage free of charge whilst in public beta. Their gold plan provides 12 million API requests and 15GB of storage for $200 per month. You should, however, be aware that unlike other providers, FatFractal charge for outgoing bandwidth overages. The gold plan include 12GB of outgoing bandwidth, and it’s $0.15/GB after that. I doubt for most people this would be a problem, but if you’re building an app that’s going to require significant bandwidth (video sharing, perhaps) you’ll need to take this into account.
Who Uses It?
In FatFractal’s defence, they are still in beta and have a limited client list as a result. They have a number of testimonials from smaller developers and agencies, and list a couple of minor apps in production.
Pros
- Responsive customer service, and quick to reply to feedback
- Very developer-centric business, which may appeal to some
Cons
- A smaller player in the business
- At the time of writing, still in beta

QuickBlox
QuickBlox’s unique selling point is its discrete ‘modules’, such as video and text chat, leaderboards, and the like. More experienced developers may find this restricting.
Pricing
QuickBlox’s pricing is probably best described as ‘opaque’. Their free tier offers unlimited API calls, and a 10GB traffic/storage limit. If you exceed this limit you’re offered three options - switching to an enterprise account (which requires a sales call for a quote), paying the hosting costs your app is consuming plus a 10% management fee (which, again, requires a sales call to get a quote), or cross-promotion sponsorship (…yep, that needs a sales call too).
It is a shame that QuickBlox are not willing to put any pricing information above their free tier on their site.
Who Uses It?
A variety of small apps, mainly being developed by marketing agencies, including the Official Dane Cook App(?) and a fan app for Liverpool FC.
Pros
- Modular approach may be appealing to novice developers
Cons
- Must call their sales team to get any pricing information

Helios
Helios is Heroku’s answer to the rise of ‘all in one’ BaaS providers. It’s an open-source backend framework that you can deploy directly to Heroku, or your own hardware if you prefer. It’s written by the highly respected Mattt Thompson, and combines data synchronization, push notification, in-app purchase, analytics, and passbook management into a single attractive GUI. There’s no single client library - rather, a collection of existing libraries such as AFIncrementalStore that integrate into the backend system.
Pricing
As an open-source framework, Helios is completely free. You’ll need to pay for hosting though - either on your own hardware, or through a provider such as Amazon Web Services or Heroku. Since Helios is backed by Heroku I’m going to use that as a benchmark for pricing - a basic setup with a production database and several dynos will be around $120 per month.
Who Uses It?
Many popular apps use Helios’s discrete client libraries - I’m not aware of any apps currently using Helios itself.
Pros
- It’s free!
- Totally open source, with hosting flexibility
- Created by one of the best mobile developers out there
Cons
- OK, not really BaaS as you’re going to have to manage it!
- Currently best suited to iOS apps only
- If you’re not comfortable with basic server admin this isn’t for you
Cost Comparison
I’ve tried to break down both the free tier limits and the price you might expect to pay for ‘typical’ use with each provider.
I’ve defined ‘typical use’ as an app with 40,000 active users, 12 million API calls per month (or 300 per user), and 500,000 push notifications.

* StackMob’s free tier has unlimited calls, but additional functionality that is free with other providers (such as HTML5 hosting or custom code) may cost extra. I have included StackMob’s Push module ($399) in estimating typical cost, but other modules such as custom code will add on to this figure.
Conclusion
FatFractal seems to be quite developer focused and led, whereas QuickBlox seem to be going after marketing agencies and judging by their lack of clear pricing information aren’t particularly interested in the indie space. I think Kinvey have a pretty exciting product, and their focus on enterprise integrations mean those building internal B2B apps may want to consider them.
I was initially very excited with StackMob’s new pricing structure, but the modular model they’re going for means it becomes very expensive to match Parse’s $199 plan functionality. Once you’ve added collaboration, push messaging, custom code, and hosting into StackMob’s package it becomes a very expensive proposition.
Finally, of course, there’s Parse. If you harbour negative feelings torwards Facebook you might have already made up your mind - personally, I’ve been really impressed with the speed at which Parse have added to their product, and I enjoy working with their client libraries. Who knows exactly what Facebook will do with Parse long term, but post-acquisition they’re still adding new features such as HTML5 hosting.
Don’t forget, the usability of the client libraries is just as important as the features and pricing. You’ll be working with your chosen provider’s APIs and SDK a lot - you want the experience to be pleasurable. I recommend taking a look at sample code, and maybe trying out the various libraries yourself.