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NetBiscuits unleashes tools to route devices to the right experiences

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Netbiscuits has rolled out a cloud-based Device Routing tool, which is designed to offer a simple solution that allows businesses of all sizes to route web traffic to the right online experience based on their device type.

Netbiscuits Device Routing is an enterprise-grade tool with built-in device classification that organizes device traffic in to one of four ‘themes’ for the rapid and accurate routing of connecting devices. With a single line of code written in JavaScript and embedded in the header of a web application, businesses can set up accurate device routing in three simple steps to match visitors with the right web experience based on their device type.

The Netbiscuits Device Routing solution is the first on the market to offer preconfigured detection for smartphone, tablet, PC and feature phone in one easy to setup screen interface.

While Responsive Web Design has helped businesses address the multi-device world in relation to layout and screen size challenges, Netbiscuits Device Routing can provide greater control and adaptability for companies that do not have the budget or resources to re-design their entire web architecture.

In addition, Netbiscuits also officially opened the doors to The Vault, the mobile industry’s most accurate and robust device library, containing thousands of mobile device profiles and contextual user data; from feature phones, smartphones and tablets, through to the latest Smart TVs and wearable devices. Featuring 8,038 device profiles, more than 200 operating system profiles and capturing 496 unique browser sources, The Vault provides marketers and developers with powerful tools for understanding how device capability can impact the mobile user experience, providing valuable insight on everything from screen size, CPU, display, touch interface and video readiness.

In Q1, 2014, Netbiscuits Mobile Analytics detected 4,015 different models from almost 200 vendors, each using various versions of 26 different operating systems across at least 26 different browsers, offering over 100 possible mobile screen size combinations for marketers to contend with. Customers can no longer be simply classified under the category of ‘mobile user’, such is the range of device capabilities in today’s market that are driving the many different ways of how consumers engage online. With error rates on some existing device detection solutions ranging from 60% to 90%, developers and marketers are spending valuable time creating multi-device mobile experiences, only for visitors to be pointed to the wrong website because their browser, screen size or operating system was wrongly detected and classified.

Using Netbiscuits device data from The Vault, brands large and small can freely subscribe to these tools to segment, target and track mobile customers to drive better understanding of web behaviours and increase conversion. The comprehensive nature of the data allows Digital Marketers to work hand in hand with IT departments on a detailed mobile engagement strategy that effectively routes mobile traffic, helps optimize site testing strategies and can significantly speed up websites designed with Responsive techniques.

More than 14 years in development and unique to Netbiscuits is The Vault’s ability to combine detailed device information such as; screen size, feature support, model name and browser version, with value-based benchmark data such as the level of support for JavaScript or the optimum font size. Without this data, brands are essentially flying blind and relying on guesswork that does not take into account the complexity of the devices they are dealing with.

Daniel Weisbeck, CMO and COO, Netbiscuits, said, “The explosion of mobile devices and the huge range of potential experiences open to consumers based on the capability of such devices can be a daunting prospect for brands developing their websites for mobile use. The term ‘mobile experience’ is not a singular category, but must take into account the different devices, operating systems and other variables that make mobile such a rich, yet complex landscape. Yet, with the right tools and information, marketers and developers can better understand the capabilities of their visitors’ devices and ensure the content and experience served up matches the device.”

“Netbiscuits Device Routing, in conjunction with The Netbiscuits Vault, is a hugely powerful tool that mobile marketers and developers should be using to deliver web experiences to the devices their customers are using. The days of guesswork around mobile are over and businesses building a mobile strategy should not settle for inaccurate device detection data which renders the development of personalized and customized mobile experiences almost useless.”

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