And that’s the core problem. Tablet readers expect the best of both worlds. They want real-time content and Web-like interactivity within a user-friendly brand experience that “feels” like the same brand found on the Web and in print. This tablet-ization is signaling an industry overhaul, especially given the recent news regarding tablet’s soaring usage: The share of website traffic from tablets grew more than 300 percent in the past year.

It’s easier said than done. In a recent MIT Technology Review article, Jason Pontin discusses the challenges that his own organization had creating a tablet app, including wasting $124,000 on custom development. I applaud his transparency with regard to his tablet-app misses and lessons learned. However, the MIT Technology Review’s approach to its app was built on legacy technology that doomed the app from the start.

A few important technology trends are happening right now that can help publishers and content marketers get there. First, it’s no secret that tablet usage is soaring. IDC projects tablet shipments of 106 million in 2012, up from its previous forecast of nearly 88 million. Additionally, advances in cloud-based platforms, mobile content management systems and standard Web technologies, such as HTML5, CSS and Javascript, have converged to create a huge opportunity for publishers — and content marketers alike — to deliver content in a new way to tablet readers.

Lees verder op digiday.com.