In a blog post about the new service, dubbed One Pass, Google describes it as a way for readers to "access their content on tablets, smartphones and websites using a single sign-on with an email and password" -- hence the name One Pass. Publishers, meanwhile, can "customize how and when they charge for content while experimenting with different models to see what works best for them--offering subscriptions, metered access, 'freemium' content or even single articles for sale from their Web sites or mobile apps."