By Karen Moss
Akamai Technologies, a cloud platform, has been selected by Fiat as a major partner to improve the performance of its websites. Akamai will help optimise the navigation experience from desktop and mobile devices on the automobile groups' corporate and brand sites.
Fiat has rolled out three Akamai solutions: Dynamic Site Accelerator Secure, Mobile Detection and Redirect and Web Application Accelerator.
Last year, Fiat was devising new strategies to develop the digital channel. In addition to optimising the performance of all its national and international websites, Fiat planned to introduce more interactive multimedia content.
“Fiat’s collaboration with Akamai began in 2007 and, as the years went by, Akamai became one of our key partners," explains Daniele Vigna, program manager at Fiat Group Automobiles. "In the last few years, seeing advancements in multimedia technology as well as new users’ behaviours, we felt the need to devise a new visual experience strategy by improving the quality of our online content. We needed to introduce richer, multimedia content and to do so we required the assistance of the top experts of the industry: Akamai among them,”
After implementing Akamai Dynamic Site Accelerator Secure, a solution that accelerates the delivery of applications and dynamic content, the performances of all Fiat Web sites improved dramatically. Page load times on the Alfa Romeo Website have been improved by 195 per cent on average on a global level.
In just one year, Fiat has seen more and more users access www.fiat.it via mobile devices. As many as 12 per cent of total visits took place via a mobile device.
Akamai’s Intelligent Platform intercepts a customer’s request for the Fiat Web site, detects whether the request is coming from a smartphone or tablet device and instantly re-directs the user to a site optimised for mobile browsing.