Device Routing from Netbiscuits is a cloud-based tool that enables businesses of all sizes to route web traffic to the right online experience, based on their device type.
The solution 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.
The tool offers preconfigured detection for smartphone, tablet, PC and feature phone in one easy-to-setup screen interface. It can also provide control and adaptability for companies that do not have the budget or resources to redesign their entire web architecture.
Data in The Vault
The company has also opened the doors to The Vault, a 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 (OS) profiles and capturing 496 unique browser sources, The Vault provides marketers and developers with tools for understanding how device capability can impact the mobile user experience—providing insight on 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 OSes across at least 26 different browsers—offering over 100 possible mobile screen size combinations for marketers to contend with.
Customers can no longer be 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 OS was wrongly detected and classified.
By using device data from The Vault, brands large and small can freely subscribe to these tools to segment, target and track mobile users to drive better understanding of web behaviors and increase conversion.
The 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.
"The explosion of mobile devices and the range of potential experiences open to users based on the capability of such devices can be a daunting prospect for brands developing their websites for mobile use," said Daniel Weisbeck, COO and CMO, Netbiscuits. "The term 'mobile experience' is not a singular category, but must take into account the different devices, OSes 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."