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BMW Motorrad overhauls mobile strategy with Netbiscuits

BMW Motorrad, the motorcycle division of the famous German company, is partnering with Netbiscuits to elevate its customers' web experience to the next level.

Netbiscuits is a cloud platform that allows companies greater insight into which of their customers are interacting with their site using mobile devices, thus driving increased performance conversion and customer engagement across the board. BMW Motorrad's decision to partner with Netbiscuits is emblematic of a growing preoccupation with mobile markets and high-quality targeted content.

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The Netbiscuits software will provide BMW Motorrad customers with an optimised mobile web experience regardless of the device they are using, something that has become increasingly hard to do with the continued fragmentation of devices and software over recent years.

BMW Motorrad made the decision to partner with Netbiscuits after discovering that in some regions customers do not even use the classic desktop web, instead they connect straight from mobile. In this instance, it decided to not just engineer its website for mobile devices, but to take a mobile-first approach to web development.

The joint venture will continue throughout 2014 with rollouts into nine markets and the introduction of new features. These will include the Netbiscuits Device Detection tool, which will provide BMW Motorrad with a set of server-side components that enable the adaptation of web content and design to deliver engaging user experiences.