The Financial Times has launched a web-based app for its readers that will be optimised for most smartphones and tablets.
The app can be accessed via an FT web page, which makes it unusual as most apps are accessed via an established app store such as the Apple or Microsoft app stores.
This is the first time a major news publisher has bypassed Apple, and indicates a desire on the part of FT to maintain a direct route to readers that is not restricted by the confines of a store.
"This is our best app yet, and it is an important step in our strategy of providing multi-channel access to our global journalism quickly and simply," said John Ridding, CEO of the Financial Times.
"The FT Web App offers our customers flexibility and freedom of choice with access anytime, anywhere, with a single login or subscription," he added.
"In a world of increasingly digital complexity we want to keep our service simple, easy to use and efficient to offer our customers the best possible experience."
The app is built using HTML5 technology, features continual and automatic content downloads, and because it is web-based, updates will occur automatically.
The FT is asking its readers to switch from the traditional iPhone and iPad app to the new FT web app. Although it currently offers the same features, the FT has said new features and sections will be added over the coming weeks.
Although the app will initially be optimised for the iPad and iPhone, it will also be adapted across a number of other mobile devices over the coming weeks, including the Android-based Samsung Galaxy and Motorola Xoom tablets and the BlackBerry Playbook tablet.
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