Aiming to improve the performance of the mobile web, Google has announced the rollout of its new open source initiative called Accelerated Mobile Pages (AMP). The project was announced late last year. Supporting the initiative, they have publishing houses such as Network18, NDTV, India Today, Hindustan Times and DNA among others that have come on board for content publishing in India.
Google says that AMP is a collaborative effort with publishers and key technology companies who believed that poor speed is one of the biggest problems of the web. Since AMP works across devices, platforms and browsers along with publishers can publish instantaneously and monetize more effectively. Additionally, users will also have control over the look and feel of their content just as they do on their desktop and mobile sites today.
David Besbris, VP Engineering, Search said, "Access to information is at the heart of Google’s mission. Unfortunately, today, the mobile web isn't living up to the expectations people have for getting the information they need, particularly when it comes to speed. AMP will allow publishers to deliver content to readers when they are on the move, faster, consistently and along with a uniform experience. Starting today, Google will make it easy to find AMP webpages in relevant mobile search results, giving users a lightning-fast reading experience for top stories."
Web-pages built with AMP load an average of four times faster and use 10 times less data than equivalent non-AMP pages, claims Google. The company adds that AMP makes it easier for users to navigate through too. "This is a priority project for Google and for me," said Google CEO Sundar Pichai.
The move by Google to speed up mobile Internet gratification came as Facebook works to expand its "Instant Articles" program, which was launched last year. Facebook in December said that it had signed up 350 global media partners for its service tailored for Apple and Android devices. Facebook says the articles are loaded for viewing 10 times faster than on standard connections.
Apple also has moved to become a hub for news with its Apple News application launched last year. The projects have attracted many news organizations eager to get more readers through the news hubs as well as advertising revenues.
Pichai said that "cares deeply about journalism yes, because of the crucial role it plays in democratic society, ensuring the spread of knowledge and the free flow of information."
With inputs from AFP