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24.com Case Study

24.com is a leading African network of popular digital publishing brands and online services across internet, mobile, applications and interactive TV. 24.com is the leader in the African digital universe with strong news offering sites in both Kenya and Nigeria. Also part of the 24.com offering is South Africa's fastest growing job portal, Careers24.com.

Dedicated to creating and sustaining uniquely African online and mobile communities, 24.com includes various services for user-generated content. A full member of the Digital Media and Marketing Association, 24.com's advertising space is managed by THE SPACESTATION, a single point of contact offering advertisers and media planners creative and innovative advertising solutions to engage with online and mobile South Africans across multiple digital destinations.

Challenges

24.com operates in a very diverse market when it comes to the type of mobile devices being used by their audience. This varies from the latest devices on the market, to older feature phones. They needed to support the majority of the devices accessing their channels on a daily basis, in order to give their audience the best possible user experience regardless of the device used. Feature phones still take up over 40% of mobile web traffic in Africa, meaning the need to create light-weight optimised mobile pages for these devices is essential.

Solution

51Degrees.mobi enabled 24.com to detect mobile device features, allowing them to offer device specific code and style changes. Going into as much detail as being able to detect mobile operating systems and browser versions in order to give the end user the best possible experience across our all of their channels.

Paolo Stremin, portal manager of 24.com stated:

"We ran a mobile device detection investigation a few years back and at the time found that 51Degrees.mobi offered a free service, which we easily implemented across our channels.

Good user experience is vital, and the only way to do this is to adapt coding and style for each device type. Upgrading to 51Degrees.mobi Premium Device Data gave us this ability and enabled us to offer a great experience to all of our users."

Results

24.com has implemented 51Degrees.mobi Premium Detection in order to detect mobile devices on their Nigerian news offering, optimising it for a mobile audience. The aesthetics of the website have been changed to accommodate the different input methods and screen sizes that browse the website.

As feature phones are still a large part of the African market, 24.com has optimised their mobile page weight from 1.6mb to a tiny 111kb. This means the website loads very fast on mobile devices, with minimal amounts of data being transferred and has led to an increase in mobile traffic to http://www.news24.com.ng/.

About 51Degrees.mobi

51Degrees mobilises over 1.5 million websites across the globe. We provide the real-time device detection needed to optimise content cost effectively for mobile. Supporting 20 of the world’s leading Content Management Systems including: Wordpress, DotNetNuke, Joomla!, Drupal and many others.

Information from over 2.5 billion unique monthly web visits are aggregated and presented for interactive analysis via 51degrees Mobile Web Analytics tool.

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