MEX Notes: FT launches Web-based app to work on all tablets | Reuters

FT launches Web-based app to work on all tablets | Reuters – The FT has done a good job with its new offering, but Reuters actually does the endeavour a slight dis-service to describe it as an 'app'. In fact, the FT service is the anti-thesis of apps as we know them today (limited to a single platform, downloaded from a central location and run from the home screen). Instead, it pursues a more logical, long-term and arguably inevitable strategy: delivering the service through the web browser, adapting to the capabilities of whatever access device is used. The FT is rightly held up as a banner example of a successful web strategy. It has taken the approach of a single subscriber relationship, where users can access the content from whatever platform they like once they have paid their subscription fee. It is difficult to imagine a future where publishers can sustain anything other than a similar strategy, using a single platform to distribute their content to all touch points, with capabilities optimised for each.

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