diff --git a/homeassistant/components/notify/__init__.py b/homeassistant/components/notify/__init__.py
index fdd5d1b5d3a..6cd7a2196cf 100644
--- a/homeassistant/components/notify/__init__.py
+++ b/homeassistant/components/notify/__init__.py
@@ -23,6 +23,9 @@ DEPENDENCIES = []
 ATTR_TITLE = "title"
 ATTR_TITLE_DEFAULT = "Home Assistant"
 
+# Target of the notification (user, device, etc)
+ATTR_TARGET = 'target'
+
 # Text to notify user of
 ATTR_MESSAGE = "message"
 
@@ -69,8 +72,9 @@ def setup(hass, config):
                 return
 
             title = call.data.get(ATTR_TITLE, ATTR_TITLE_DEFAULT)
+            target = call.data.get(ATTR_TARGET)
 
-            notify_service.send_message(message, title=title)
+            notify_service.send_message(message, title=title, target=target)
 
         # register service
         service_call_handler = partial(notify_message, notify_service)
diff --git a/homeassistant/components/notify/pushbullet.py b/homeassistant/components/notify/pushbullet.py
index 916e2a34003..9e9b941394e 100644
--- a/homeassistant/components/notify/pushbullet.py
+++ b/homeassistant/components/notify/pushbullet.py
@@ -8,15 +8,18 @@ https://home-assistant.io/components/notify.pushbullet/
 """
 import logging
 
-from homeassistant.components.notify import ATTR_TITLE, BaseNotificationService
+from homeassistant.components.notify import (
+    ATTR_TITLE, ATTR_TARGET, BaseNotificationService)
 from homeassistant.const import CONF_API_KEY
 
 _LOGGER = logging.getLogger(__name__)
-REQUIREMENTS = ['pushbullet.py==0.8.1']
+REQUIREMENTS = ['pushbullet.py==0.9.0']
 
 
+# pylint: disable=unused-argument
 def get_service(hass, config):
     """ Get the PushBullet notification service. """
+    from pushbullet import PushBullet
     from pushbullet import InvalidKeyError
 
     if CONF_API_KEY not in config:
@@ -24,27 +27,95 @@ def get_service(hass, config):
         return None
 
     try:
-        return PushBulletNotificationService(config[CONF_API_KEY])
-
+        pushbullet = PushBullet(config[CONF_API_KEY])
     except InvalidKeyError:
         _LOGGER.error(
             "Wrong API key supplied. "
             "Get it at https://www.pushbullet.com/account")
         return None
 
+    return PushBulletNotificationService(pushbullet)
+
 
 # pylint: disable=too-few-public-methods
 class PushBulletNotificationService(BaseNotificationService):
     """ Implements notification service for Pushbullet. """
 
-    def __init__(self, api_key):
-        from pushbullet import Pushbullet
+    def __init__(self, pb):
+        self.pushbullet = pb
+        self.pbtargets = {}
+        self.refresh()
 
-        self.pushbullet = Pushbullet(api_key)
+    def refresh(self):
+        '''
+        Refresh devices, contacts, channels, etc
 
-    def send_message(self, message="", **kwargs):
-        """ Send a message to a user. """
+        pbtargets stores all targets available from this pushbullet instance
+        into a dict. These are PB objects!. It sacrifices a bit of memory
+        for faster processing at send_message
+        '''
+        self.pushbullet.refresh()
+        self.pbtargets = {
+            'device':
+                {tgt.nickname: tgt for tgt in self.pushbullet.devices},
+            'contact':
+                {tgt.email: tgt for tgt in self.pushbullet.contacts},
+            'channel':
+                {tgt.channel_tag: tgt for tgt in self.pushbullet.channels},
+        }
 
+    def send_message(self, message=None, **kwargs):
+        """
+        Send a message to a specified target.
+        If no target specified, a 'normal' push will be sent to all devices
+        linked to the PB account.
+        """
+        targets = kwargs.get(ATTR_TARGET)
         title = kwargs.get(ATTR_TITLE)
+        refreshed = False
 
-        self.pushbullet.push_note(title, message)
+        if not targets:
+            # Backward compatebility, notify all devices in own account
+            self.pushbullet.push_note(title, message)
+            _LOGGER.info('Sent notification to self')
+            return
+
+        # Make list if not so
+        if not isinstance(targets, list):
+            targets = [targets]
+
+        # Main loop, Process all targets specified
+        for target in targets:
+
+            # Allow for untargeted push, combined with other types
+            if target in ['device', 'device/']:
+                self.pushbullet.push_note(title, message)
+                _LOGGER.info('Sent notification to self')
+                continue
+
+            try:
+                ttype, tname = target.split('/', 1)
+            except ValueError:
+                _LOGGER.error('Invalid target syntax: %s', target)
+                continue
+
+            # Refresh if name not found. While awaiting periodic refresh
+            # solution in component, poor mans refresh ;)
+            if ttype not in self.pbtargets:
+                _LOGGER.error('Invalid target syntax: %s', target)
+                continue
+            if tname not in self.pbtargets[ttype] and not refreshed:
+                self.refresh()
+                refreshed = True
+
+            # Attempt push_note on a dict value. Keys are types & target
+            # name. Dict pbtargets has all *actual* targets.
+            try:
+                self.pbtargets[ttype][tname].push_note(title, message)
+            except KeyError:
+                _LOGGER.error('No such target: %s.%s', ttype, tname)
+                continue
+            except self.pushbullet.errors.PushError:
+                _LOGGER.error('Notify failed to: %s.%s', ttype, tname)
+                continue
+            _LOGGER.info('Sent notification to %s.%s', ttype, tname)
diff --git a/homeassistant/components/notify/services.yaml b/homeassistant/components/notify/services.yaml
index 3bfdb6d4de3..3b2734e2674 100644
--- a/homeassistant/components/notify/services.yaml
+++ b/homeassistant/components/notify/services.yaml
@@ -9,3 +9,7 @@ notify:
     title:
       description: Optional title for your notification.
       example: 'Your Garage Door Friend'
+
+    target:
+      description: Target of the notification. Optional depending on the platform
+      example: platform specific
diff --git a/requirements_all.txt b/requirements_all.txt
index 907c79823bc..ce6cbfabc96 100644
--- a/requirements_all.txt
+++ b/requirements_all.txt
@@ -29,7 +29,7 @@ tellcore-py==1.1.2
 python-nmap==0.4.3
 
 # PushBullet (notify.pushbullet)
-pushbullet.py==0.8.1
+pushbullet.py==0.9.0
 
 # Nest Thermostat (thermostat.nest)
 python-nest==2.6.0