Start-up Appticles is dedicated to taking apps onto the open web.

Appticles is a company which takes publishers' apps out of app stores like Google Play and Apples app store, and puts them on the open web.

This, says chief executive Ciprian Borodescu, makes apps easier to access for readers and more affordable for publishers to create.

Borodescu also says that making the change will allow publishers to have more control over their apps, and create more engaging web pages.

This, he says, will help them to avoid the "mobile death spiral", where apps languish in app stores.

Borodescu said: "When it comes to targeting their mobile users, online publishers (whether we’re talking about newspapers or magazines) are trapped in a 'mobile death spiral.' They’re beginning to realize: 1) that having an application in an app store is not the ultimate distribution model they’ve been promised, on one hand and, on the other hand, 2) that mobile means more than just screen-size."