Expect insights into the Financial Times’ decision to leave Apple’s app store when Rob Grimshaw addresses the INMA world congress this month.

The managing director of FT.com says many publishers lack the confidence to “go it alone” with their own HTML5 solutions.

Apart from the issue of Apple’s 30 per cut on subscription revenues, the loss of a direct reltionship with customers was considered at least as valuable. FT.com – which acquired technology company Assanka, now rebranded as FT Labs – made its move following the introduction of new Apple subscription terms in January 2011.

Grimshaw says publishers tend not to take risks because they underestimate the power of their brand and the quality of their content. Now its use of HTML5 and mobile adoption are setting the pace for publishers worldwide.

Since its in June 2011 launch, the FT Web app has had more than 3.8 million users. The Financial Times has also become the first publisher to see digital subscriptions overtake print circulation — 316,000 to 286,000, respectively, as of February.

Total paid online subscribers have grown 18 per cent year on year, with mobile driving 30 per cent of traffic to FT.com and 15- 20 per cent of all new digital subscriptions.

All of which is a substantial change from 2001, when more than 80 per cent of revenues came from advertising.

The INMA World Congress takes place in New York from April 28-30.