Google's Accelerated Mobile Pages promises faster page loads

Google has come up with an initiative that aspires to reduce load time for mobile web content. Called Accelerated Mobile Pages (AMP), the project is about content. Accelerated Mobile Pages are just like any other HTML page, but with a limited set of allowed technical functionality that is defined and governed by the open source AMP spec –  designed to load instantaneously. “AMP HTML is a new way to make web pages that are optimised to load instantly on users’ mobile devices. It is designed to support smart caching, predictable performance, and modern, beautiful mobile content. Since AMP HTML is built on existing web technologies, and not a template based system, publishers continue to host their own content, innovate on their user experiences, and flexibly integrate their advertising and business models – all within a technical architecture optimized for speed and performance,” Google explained in an FAQ section of its AMP Project page. [caption id=“attachment_2417740” align=“alignleft” width=“380”]  The refined Google logo. AP[/caption] Just like all web pages, Accelerated Mobile Pages will load in any modern browser or app webview. AMP files take advantage of various technical and architectural approaches that prioritize speed to provide a faster experience for users. Google also said with this it wants to promote enhanced distribution so that publishers can take advantage of the open web’s potential for their content to appear everywhere quickly – across all platforms and apps – which can lead to more revenue via ads and subscriptions. The Accelerated Mobile Pages Project announced the release of the initial technical specification which will appear on GitHub. “More features and functionality will be added over the coming weeks, including functional support for subscription models as well as vendor support for advertising functionality.”