New FT app bypasses iTunes to deal directly with readers

The FT's new iPad app is available via browsers rather than iTunes

The Financial Times has introduced a new browser-based app for tablets, claiming it as "a major first by a news publisher."

The automatically updating app will enable readers to access its editorial content across a broad range of tablet and smartphone devices.

According to an article in today's FT, the app will bypass Apple's iTunes store and Google's android market.

It will therefore overcome the problem posed by Apple's reluctance to share detailed data on the identities and behaviour of users. Publishers have railed against that barrier.

Initially optimised for the iPad and iPhone, the app will be adapted for other tablets, including android-based devices.

John Ridding, the FT's chief executive, said the company was talking to Apple about data-sharing concerns, but he added: "This is not about Apple. It's about our readers and making sure they have a consistent experience."

He went on: "This is an important step in our strategy of providing multi-channel access to our global journalism quickly and simply.

"The FT web app offers our customers flexibility and freedom of choice... with a single login or subscription. In a world of increasingly digital complexity we want to keep our service simple, easy to use and efficient."

Rob Grimshaw, managing director of FT.com, said the FT had no plans to pull out of any apps store, but that it would encourage users to adopt the web app.

For example, as part of the launch, the new FT web app offers free access to content throughout this week.

Posted in: Science - Technology