Rob Grimshaw is managing director of FT.com.

How important are mobile apps to the FT’s digital strategy?
Developing the FT’s suite of award winning apps is very important to our digital strategy. We believe mobile will be the major distribution channel for news content in the future and are taking advantage of this shift.

In June 2011 the FT was the first major news publisher to launch an HTML5 Web App, available directly through a web browser and offering offline reading and automatic updates. Since launch the FT Web App has seen more than one million visitors with excellent engagement.

More recent app launches include the FT’s Android App, available for download from the Android market, and the customised FT India App for both Apple and Android devices.

Mobile is an important commercial channel for the FT, driving 15% of new digital subscriptions and 20% of FT.com traffic.

What are the main considerations when delivering content to mobile users?
Our primary consideration is offering FT customers flexibility and freedom of choice with access to our global journalism anytime, anywhere, on multiple mobile devices with one login and one payment.

Another important consideration is the quality of interaction. FT apps are optimised for the device they work on, ensuring seamless navigation, functionality, high-quality video and options for sharing.

Our research shows that behaviour varies on different devices. Customers spend longer reading FT content on a tablet and are more likely to view longer form articles and comment pieces. On a smartphone, readers prefer more bite-sized consumption.

Does fragmentation of device types and platforms make it difficult to deliver content to the broadest set of subscribers?
Fragmentation of device types and platforms does pose a challenge but it is one we have planned for over several years. The FT’s philosophy is to be a multi-channel publisher, delivering consistently world-class content to many different devices. Providing FT content across a range of devices provides an opportunity for the FT to reach new audiences in countries where we are unable to circulate the newspaper.

To do so we have developed a core HTML5 code base which we are able to roll out across multiple platforms. Where necessary we combine HTML5 with native elements, a method used for the FT Android App.

Do you think HTML5 will cause a significant disruption in the way that apps are distributed? What other benefits do you see for this technology?
Yes. HTML5 technology means app stores are unnecessary for a large portion of content and users can access apps directly from the browser. The FT Web App, built with HTML5, enables us to maintain a direct relationship with the customer.

Why did the FT adopt a hybrid native/HTML5 approach for its Android tablet app, rather than straight HTML5?
When considering the development of mobile apps, the FT is pragmatic about selecting the best formats and technologies for the content, customer and our business model.

In this instance we have predominantly used HTML5 technology to allow us to make most changes to the app without needing users to download a new version. We are also able to run the majority of the app from a common code base with the FT Web App.

We have used native elements to optimise the app for Android devices, meaning content automatically and regularly downloads in the background without the user needing to do anything. Native technology also allows us to make the most of unique Honeycomb features for the tablet app including the top taskbar navigation, giving users a true, full-screen experience.