What's the benefit of combining IP intelligence & device detection?

So the key thing about the services we provide, IP intelligence and device detection, is it adds sparkle. It takes friction away, it makes the user experience better when used effectively, and then you get better results as a business. So by knowing the device, by knowing the location, you can just do simple things like if the device is six square inches, you can serve templates that are optimized for six square inch and navigation flows that are optimized for that device rather than a one-size-fits-all approach. Which is often what responsive web design does for websites. When it comes to location, why have a list of all the countries in the world in alphabetical order when you can put the one you're in at the top, making it easier for people to find, reducing friction, adding a little bit of wow. So ultimately, it makes nicer experiences. It makes people's digital journey that little bit easier. It needs to be combined with other thought processes as well. It's not a one-size-fits-all solution. You need to have other disciplines involved. But for those that want to use that tool in their toolkit, it can really make the big difference.

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