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Mobile Website Optimization Gets Simpler with Netbiscuits' Device Routing

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August 20, 2014

Mobile Website Optimization Gets Simpler with Netbiscuits' Device Routing

By Steve Anderson
Contributing TMCnet Writer

The mobile Web is increasingly a valuable property for businesses. We've all seen how eBay (News - Alert) once put the concept to work one Black Friday, offering users the chance to do holiday shopping from the midst of a full spa day instead of fighting crowds, and that's just the start of a long list of valuable things the mobile Web has done for business. Now, those looking to augment capabilities as far as the mobile Web goes have a new mechanism to turn to, specifically, Netbiscuits (News - Alert)' new Device Routing system, a new tool that can make the mobile Web experience more powerful for users, and for businesses as well.

Netbiscuits' Device Routing system is a cloud-based mechanism that allows mobile Web operators to route traffic to the devices for which said traffic is best suited, allowing businesses to offer a different experience based on the kind of device that's being used to browse the site. Amazingly, the tool allows this kind of operation to be done on the strength of just one line of JavaScript code added to the header of a Web application, and from there, it's just three simple steps to send users to the best kind of experience for the device in question. Thanks to Device Routing's built-in device classification systems, it can quickly spot the right tool for the job, so to speak, and move the traffic in that direction accordingly. Device Routing can tell when a smartphone, tablet, PC, or even feature phone is being used to perform the access in question.

That's a pretty impressive system right there, allowing businesses a better handle on a world where there are multiple types of devices that can be used to access the same content, just in a different way. But it only gets better for businesses here as Netbiscuits has also opened up what's known as The Vault, a device library of intense scope and magnitude. The Vault contains device profiles for over 8,000 known devices, over 200 operating systems, and 496 unique browser sources, which can in turn be put to use by marketing and development staff to better understand just what an experience looks like on current devices, and how best to modify the experience.

Given the sheer diversity of the “mobile experience”, it's hard to engineer an experience that's just mobile and then call it a day. Netbiscuits Mobile Analytics, just in the first quarter of 2014, detected fully 4,015 different models of device from around 200 different vendors, using several different versions of 26 operating systems through 26 different browsers. That in turn meant over 100 possible screen sizes to deal with, and a huge problem for those who want an optimized mobile experience.

The value of an optimized mobile experience is one that's great indeed. With increasingly large numbers of customers turning to mobile for shopping, it's a great way to catch new business simply by going where the customers are. The increased prevalence of showrooming, meanwhile, also provides opportunity for businesses to offer the products customers want but at prices said customers are willing to pay. With almost half of large businesses found struggling with the mobile platform, though, tools like this might be just what's needed to help turn the tide around.

Only time will provide the answer as to the kind of results companies that put Netbiscuits' solution to work will experience, but it's a pretty fair bet that increased sales, and from there, revenue, are in the cards for those who do.

Edited by Maurice Nagle

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