Google has announced a new open-source project called Accelerated Mobile Pages or AMP. As the name probably suggests, this project aims at loading web pages (especially news articles) faster on the mobile phones.
As a part of this project, Google’s partners will use the open-source AMP HTML to ‘build light-weight web pages’. Google says that publications can post two versions of the same page, one that uses standard HTML, and the other that use the aforementioned AMP HTML.
“We want web pages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using,” David Besbris, Vice President Engineering, Search wrote on the company’s blog.
Google has already roped in a bunch of publishers to leverage AMP. These include the likes of BuzzFeed, BBC, Financial Times, Daily Mail, The Economist, Mashable, and the Wall Street Journal to name a few. Twitter too is one of Google’s partners on this project, which will result in tweets and/or Vines loading faster on AMP-enabled pages.
Google isn’t the only company making things faster for mobile. Facebook is said to have tweaked its News Feed to load better even on slower connections. Earlier this year, it also launched Instant Articles, which lets its partners directly post articles to the News Feed. Facebook says that the project is aimed at making the reading experience at least 10 times faster than standard mobile web articles, which takes about eight seconds to load
Apple too launched a News app with iOS 9, which curates and delivers news articles from more than 50 media partners, including the New York Times, Vanity Fair and Vogue.