Pub/Sub in the cloud–A brief comparison between Azure Service Bus and PubNub

Publish/Subscribe in the cloud has became relatively important lately as an integration pattern for business to business scenarios between organizations. The major benefit of using a service hosted in the cloud as intermediary is that publishers and subscribers don’t need to be publicly addressable, be in the same network  or be able to talk each other directly. The cloud infrastructure allows this intermediary service to scale correctly as the number of publishers or subscribers increase, and also to act as a firewall for brokering the communication (Publishers or subscribers need explicit permissions to connect, send or receive messages from the intermediary service).

This pattern can  be used in workflow systems to relay events among distributed computer applications, update data in business systems or as a way to move data between data stores. For example, in an order processing application, notifications must be sent whenever a transaction occurs; an order is placed in a system, the order details are forwarded as a message to a payment processor service for approval, and finally, an order confirmation message is sent back to the system where the order was originally created.


This infrastructure typically supports the idea of “topics” or named logical channels. Subscribers will receive all the messages published to the topics to which they subscribe, and all subscribers to a topic will receive the same messages.

I am going to discuss today two available solutions in the cloud, the “AppFabric Service Bus”, which is part of the Microsoft PaaS cloud strategy known as Azure and also a relatively new implementation “PubNub” hosted in the  Amazon EC2 cloud infrastructure.

AppFabric Service Bus

The AppFabric Service Bus is a service running in Microsoft data centers. This service acts as broker for relaying messages through the cloud to services running on premises behind network obstacles of any kind, such as firewalls or NAT devices. The Service Bus secures all its endpoints by using the claim based security model provided by the Access Control service (Another service available as part of Azure AppFabric). You can find a lot of interesting features as part of the service bus such as federated authentication for listening or sending to the cloud,  a naming mechanism for the endpoints in the cloud, a common messaging fabric with a great variety of communication options, or a discoverable service registry that any application trying to integrate with it can use.
In the first release, the service bus originally provided a relay service for integrating on-premises applications with services running on the cloud. At that time, the integration with the relay service could be done in two ways, a message buffer in the cloud accessible through a REST API or using the traditional WCF programming model with special channels talking to the relay service on the cloud. By using the WCF programming model, the interaction with the relay binding was almost transparent for applications, as all the communications details were handled at channel level by WCF.  This message buffer was a temporary store for the messages, so they disappeared after being consumed or when they expired.

The AppFabric team recently announced the availability of a new feature for supporting durable messaging at the service bus level. Durable messaging in this context comes in two flavors,  reliable message queuing and  durable publish/subscribe messaging. The main difference between them is the number of parties that can consume a message published in the service bus. While a message is consumed by a single party when a queue is used, the publish/subscribe model relies on topics, which allows multiple parties to subscribe to the messages received in an specific topic (Every party receives a copy of the message basically).

The pricing model for the service bus is currently based on the number of used connections. Every message sent to the service bus usually involves two connections, one connection for sending or publishing the message and another connection for receiving it (this might change for the model where you have multiple subscribers for a message). This thread in the MSDN forums discusses the model in details, and I have to admit it takes some time to digest.


  • The service bus supports a good isolation level based on service namespaces.  A service namespace represents a level of isolation for a particular set endpoints, and you can associate multiple service namespaces to an Azure account. For example, you can have two different applications associated to your Azure account and each one them listening on a different service namespace address.
  • The great number of communication options you can find as part of the service bus.
  • The REST API, the .NET APIs and the WCF bindings makes the service bus really easy to use from any application.


  • The pricing model is to complex to understand and it is hard to predict. Microsoft does not currently offers a good monitoring option for determining the number of used connections or predicting costs before receiving the monthly bill.
  • The number of service namespaces that you can create in an specific Azure account is limited (I believe the number is 50 namespaces, and that number can be increased if you make an explicit request). This is still a big problem if you want to use the service bus to route messages to several machines listening on different namespaces, or support a multitenant schema in which a different namespace is assigned per tenant. 
  • There is not an API for managing the service namespaces, which represents an inconvenient if you want to allocate service namespaces dynamically.


PubNub is a relatively new push service hosted in the cloud. It’s currently hosted in the Amazon EC2 infrastructure, and provide a set of APIs for pushing or receiving messages in almost all the languages and platforms you can imagine. All those APIs are also available as open source in GitHub.   While the main purpose of this service is to serve as a mechanism for pushing data to different devices (mobile devices, web browsers, etc) via Http, I can also a find a good use case of this service for pub/sub in the enterprise.

PubNub pushes data to the different subscribers using a BOSH comet technology. The idea BOSH comet is to define a transport protocol that emulates the semantics of a long-lived, bidirectional TCP connection between a client and a server by efficiently using multiple synchronous HTTP request/response pairs without requiring the use of frequent polling or chunked responses.

Subscribers must issue a API call to begin listening for messages on an specific channel (similar to a topic), automatically keeping the connection open until the application is closed. Every message sent by a client application to an specific channel will be forwarded to all the subscriber listening on that channel.

One the main disadvantages probably is the maximum size for the message payload that you can send or receive, which is 1.8 Kb (This limit might be increased, or otherwise, you might need to implement a chunking channel on your end).


  • Extremely fast and easy to use.
  • The pricing model is very easy to understand, you pay for every message that you sent basically. This model scales well for a great number of clients and servers as well as the price you pay for every message is relatively cheap.
  • They offer an API for managing accounts, which is the mechanism they use for billing.
  • Client API available in a great number of technologies and languages.


  • The supported message payload size, which is by default, 1.8 kb.
  • They don’t have an exclusive isolation level like the service bus does. The only isolation level here is the account.

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