Google has announced the rollout of its new open source initiative called Accelerated Mobile Pages (AMP) which will aim to improve the performance of the mobile web.
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.
AMP is a collaborative effort with publishers and key technology companies and works across devices, platforms and browsers.
Publishers can publish instantaneously and monetize everywhere. 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.”
Google claims that AMP loads an average of four times faster and use 10 times less data than equivalent non-AMP pages.