PBS | How Publishers Can Bypass Apple with HTML5 Web Apps ::the FT alt-app works beautifully::

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We all started to wonder if the iPad would be just a shiny prison for unfortunate media outfits, all of us forced to offer our precious content through that new channel while having to pay a hefty price. But HTML5 seems to have come to the rescue.

The Financial Times made headlines last week when it launched a web-based application for smartphones and tablet computers written in HTML5 – allowing it to bypass Apple’s App Store and Google’s Android Market, as well as other distributors. In doing so, the British newspaper is aiming to secure a direct relationship with readers.

For the user, it makes no difference. The FT icon on my iPad looks the same as the native app icons, and the whole experience is very app-like.

Read the full piece at pbs.org

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