Publishing and editorial folk who wish to educate themselves in the changing craft of the book should track this ongoing discussion on the merits of browsers versus apps/devices –even if at times it becomes finely technical.
Books On Books logged several articles on this last year when Jason Pontin declared MIT Technology Review’s colors (decidedly HTML5). Here is another worth a quick read: 5 Myths About Mobile Web Performance | Blog | Sencha. A quick read? Yes, publishers and editors need not be HTML jockeys or Java connoisseurs, but they need to have a business-like grasp of what they are choosing to ride or drink.
Understanding why to publish an ebook through an app or in a browser-friendly format — or both — and what the implications are for crafting finds its rough print analogs in selecting the primary channel and form of publication (trade or academic, hardback or paperback) as well as the structure of the work (design, layout and organization) and working out the financial case for deciding whether to publish and how.