Nearly every modern device supports HTML5, but their differing capabilities make delivering a consistent Web experience difficult.

Netbiscuits, a provider of adaptive Web solutions, has launched the Device Context Service allowing global brands to deliver a consistent experience across PCs, tablets and smartphones.

“The strategic and business benefits of a consistent user experience on mobile devices are clear, however the creation of native applications is neither a cost nor time effectively delivery method. As a result the mobile web is quickly becoming the primary medium via which people interact with brands,” said Daniel Weisbeck, chief officer of Marketing and Product Strategy at Netbiscuits. “Brands need to recognise that customers engage with them using different methods at different times of day, with different context, and that these differences require an adapted experience. A one-size-fits-all approach is unacceptable and we will see any companies taking this approach to the mobile web simply fail to engage their customers.”

The Device Context Service works with any Web framework, capturing information on devices accessing a website, which can then be used to optimize the design of the site. The service also has a database of common devices that can select the match the appropriate presentation of the site to the appropriate device.

It can integrate with common Web development and Web serving tools, such as JQuery, Web services, Java and Apache.

Delivering a consistent Web interface will generate more customer satisfaction with major brands.

“The consumerisation of IT means that customers and employees now have higher expectations than ever on application user experiences,” Weisbeck said. “Previously this was only possible with native apps based on proprietary device OS solutions. But this is not cost effective for large companies to build or manage across all the devices available. HTML5 is the standard enterprises are using to move away from native mobile apps but to truly deliver a native experience, you also need access to device information and context to ensure every customer receives a consistent yet bespoke to device capabilities web experience.”

The growth of mobile devices with differing capabilities threatens the relationships many brands have with their customers.

“The web today has become central to the customer relationship and brands have to adapt to continuously evolving demands. What was once an excellent experience has quickly become simply acceptable, and the plethora of devices used by a global, or even regional, customer base to connect with brands is growing at an exponential rate,” Weisbeck said.

“Devices used to connect with brands are exploding globally so it is crucial brands provide a consistent experience across every device,” said Nicholas McQuire, vice president of Mobile Enterprise Strategies Research at IDC (News – Alert). “Their customers expect nothing less and will be increasingly unforgiving of sub-standard experiences on mobile devices.”