Antiplatelet therapy: to tailor or not to tailor?

We have all been witnessing the steep upward trend in mobile device usage and their increasing sophistication which will no doubt continue. We used to use our mobile phones to make calls and possibly to send a text message, but now we check our emails, reserve cinema tickets, and, of course, read the latest journal articles via our smartphones and tablets. At Oxford University Press, we launched mobile optimized sites for the ESC Journals that we publish, over a year ago— providing readers with an enhanced experience when viewing journal content on their smartphones. In 2011, the European Heart Journal received 146 000 visits from readers using mobile devices, more than triple the usage of 2010. Almost 80% of these visits were through either an iPhone or iPad. We have now gone one step further in order to cater to these readers and released an ESC Journal App for both the iPad and iPhone, through which users can stay up to date with the latest articles, regardless of whether they are online or not. The App provides an excellent user experience for those readers wanting to read the journals on their iPads or iPhones. Articles are easy to read and it is easy to navigate through an issue. Users will find the App’s functionality very intuitive, and where appropriate, users can link though to browsers in order to access further information such as references and wider search options. The App has a range of functionalities; the key ones are: