Entities and collections
The App services data model relies on entities and collections. App services entities are simply JSON objects that equate to the basic objects used in your application. App services provide a set of predefined entities, such as users, and new entity types can be created to contain application-specific content. App services predefined entities can also be extended with your application's data (e.g., add a "position" field to a user to denote what they do). Entities are grouped and stored internally in collections.
The App services data model is roughly analogous to a database with rows in a table. However, App services entities are flexible, unlike conventional database records that have a rigid schema defining what can and can’t be stored and how data is related. For this reason, App services excel at managing data for social media applications because the content is connected such that it makes the most sense from a user’s perspective. Data retrieval is also simpler because it occurs at a higher logical level.