The Financial Times has launched a HTML5 Web app that enables readers to access content across tablets and smartphones. In a thinly veiled jab at Apple, Financial Times CEO John Ridding comments:
The FT Web App offers our customers flexibility and freedom of choice with access to our global journalism anytime, anywhere, 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 to offer our customers the best possible experience of FT journalism.
The browser app enables readers to access content when offline by saving a shortcut to articles, receive automatic updates without the need to download new versions of the app and access content exclusively made for tablets.
An upcoming feature is "Clippings", a service that will allow users to read articles later, either on their tablet or on their desktop PC. Sound familiar? (look for "reading list")
As part of the Web app's debut, FT will provide free access during launch week.