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For B2C Marketing Professionals

The Financial Times Makes A Bold Move In Paid Apps

The Publisher Banks On HTML5 For Its Multiplatform Distribution Strategy

June 10, 2011

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Why Read This Brief

The Financial Times (FT) has extended its reputation as a pioneering digital publisher by launching FT.com via an HTML5 web application. This lets it distribute a digital version of its content to multiple devices and platforms while retaining control of the customer relationship. Faced with the challenge of delivering multiple versions of the same content and with what they see as the punitive terms and conditions of some platform providers, other publishers are keen to see if the FT model offers a way forward. In reality, HTML5 is not yet appropriate for mainstream adoption. But the FT's initiative is an important salvo in the battle over the future of paid apps.

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