Agfa says it has been working on the business model as well as the technology of its Eversify mobile publishing product.

An upgraded version with what the company calls "new and completed feature sets" includes the ability to publish the same content, with the same layout and behaviour, to browsers as well as multiple devices.

The system - which delivers a formatted tablet edition from a tagged CMS stream - now integrates with advertising servers to allow real-time ad insertion including fully interactive HTML ads.

Product marketing manager Jeff Cord says it is key for publishers to define not only the way the publication should look but also how the business model should work, especially with mobile content and advertising: "Readers set expectations as to how they want to read a mobile publication as well as which devices, but do publishers expect seamless integration of the mobile solution in their complete offering.

"Editors have full content management control, including status tracking, and now that we (have) integrated online ad servers, they can further develop their digital business."

Cord says publications become more interesting and valuable when added content is included. "Publishers are no longer limited by a printing press," he says. "Readers can be referred to other articles within the same edition or to external URLs, and easily return to the article they started with."

Browser functionality includes 'enhanced digital copies' which are customised via edition-specific information stored on the server. The extra files contain information automatically embedded in the EDC++ edition and made available to the mobile reader.