With a fractured landscape, from both a content and device perspective, publishers grapple daily with finding the best ways to reach and maintain their readers. In the mobile world, the introduction of lean-back (tablet) devices has slightly changed the game. Consumers behave differently on tablets, and they consume content differently on these devices as well. Therefore, both the user experience as well as the advertising opportunities on a smartphone app should be different from those on a tablet app.
The UK’s Telegraph Media Group, realized early on that the tablet strategy had to differ from a mobile strategy. In 2010, it launched its first iPad app.