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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read UPDATE 1-Eastern Arizona fire claims nearly 350 square miles 06 Jun 2011 U.S., Pakistan authorities dispute militant's death 06 Jun 2011 Analysis: E.coli outbreak poses questions for organic farming 06 Jun 2011 Congressman Weiner admits online affairs | 06 Jun 2011 China paper warns Google may pay price for hacking claims 06 Jun 2011 Discussed 82 150 economists back U.S. Republicans in debt fight 67 ”The world is getting warmer”: Romney 65 Moody’s sounds alarm over U.S. debt limit and deficits Watched Apple's Jobs unveils iCloud Mon, Jun 6 2011 Congressman Weiner admits to online affairs Mon, Jun 6 2011 The day ahead: June 7, 2011 Mon, Jun 6 2011 FT launches Web-based app to work on all tablets Tweet Share this Email Print Factbox Factbox: Apple unveils iCloud, Lion and iOS 5 Mon, Jun 6 2011 Related News Apple's Jobs makes big push into an everyday cloud Mon, Jun 6 2011 Apple's Jobs takes stage to talk iCloud Mon, Jun 6 2011 Jobs to headline Apple launch, unveil iCloud Wed, Jun 1 2011 Steve Jobs to kick off Apple conference Tue, May 31 2011 Analysis & Opinion Apple and Twitter: A New Power Duo? Apple’s event causes mass disruption Related Topics Technology » Media » iPad » By Georgina Prodhan LONDON | Tue Jun 7, 2011 12:21am EDT LONDON (Reuters) - The Financial Times is launching a new, Web-based version of its mobile app, the first of its kind by a major publisher, that will allow it to adapt quickly to new tablet PCs and reduce its dependence on Apple Inc. Until now, news publishers have tended to custom-design their tablet offerings for Apple's iPad -- which has opened a new and potentially profitable market for them as print sales decline, and offers a glitch-free experience for users. Rupert Murdoch's News Corp, for example, recently launched a new digital newspaper, The Daily, initially just for iPad users in the United States. But an explosion in the variety of tablet computers means designing so-called native mobile apps for each device will soon be too costly and slow, and will delay new apps getting to market. John Ridding, chief executive of the FT -- which is part of British publishing group Pearson Plc -- said the FT aimed to make it easy for customers to read the newspaper on any phone or computer through a single subscription. "We are determined to make it as accessible as possible for the user," he told Reuters by telephone. "Readers will be able to get our journalism through whatever device or channel they may choose." The new app, available from app.ft.com, launches on Tuesday for the iPad and iPhone, with a week's free access. Versions optimized for the Samsung Electronics Co Ltd Galaxy, Motorola Mobility Holdings Inc Xoom and Research In Motion Ltd BlackBerry PlayBook are planned soon. Tweaks for particular devices will now take weeks, not months, and FT.com's managing director Rob Grimshaw said the FT would be encouraging users to migrate to the Web app, which would generally deliver a better experience than native apps. APP-LIKE EXPERIENCE The move will also free the FT from the confines of Apple's App Store. Apple charges 30 percent of revenues and is trying to enforce a rule that subscribers must sign up through the App Store rather than directly with publishers. The FT, however, is determined to maintain a direct connection to its readers, which it says is fundamental to understanding the way they consume FT content. "Working through the browser means we can maintain a direct relationship with the customer. That's been central to our business model," Grimshaw said. The new app is based on HTML5, the latest version of the HTML standard Web language that can be read by any browser. Grimshaw said it took five to six months of development in partnership with software designer Assanka. "We've had this in mind since probably the middle of last year when we first started to realize how much would be involved ... if we had to write them all with native code," Grimshaw said. "At that point nobody had done anything like that, so it really wasn't clear you could produce an app-like experience using HTML5." Using the Web rather than an app store also means users will be able to get automatic software updates without having to download them. Benedict Evans, an analyst with London-based research firm Enders Analysis, said: "On a purely technical level, it's very impressive. You can occasionally notice it's not quite as fluid as a native app, but most of the time it performs just as well." Evans said the FT was in a different position from most news publishers, who had yet to develop a mature online business. FT.com has more than 224,000 paying online subscribers, and digital revenues grew 47 percent last year, accounting for 24 percent of the FT's total sales. Its mobile and tablet apps have been downloaded more than 1 million times. "For those other publishers, the point of the iPad is that it offers a great experience qualitatively different from what you can get on the Web," said Evans. "If you're The Daily or The Times, it's a great way to capture customers. The FT doesn't need the App Store as an acquisition tool in quite the same way." (Editing by Andre Grenon) Technology Media iPad Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. 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