Google introduced the Accelerated Mobile Pages (AMP) platform to ensure browsing experience gets better for mobile users. The idea is to have websites and webpages that load faster and save on bandwidth, similar to what you most probably have seen on Facebook’s Instant Articles. Google’s AMP launched in late 2015, and in approximately two years, the platform has seen a wide adoption worldwide. Google also introduced some new features to further improve the platform.
At its annual developer conference I/O 2017, Google announced that there are more than 2 billion AMP-enabled pages, covering 900,000 domains. According to Google, these pages load twice faster than before through Google Search. Going forward, Google is now expanding the AMP format to e-commerce websites and new ad formats.
“Other social platforms also made announcements, with Tumblr telling developers at Google I/O it is publishing 340M blogs across 500K domains in AMP. And Twitter shared that they are linking to AMP pages from their new mobile web app, and are in the process of launching AMP support in their Android and iOS apps. The global reach of these platforms further extends the availability of the 2B+ AMP pages and 900K domains with AMP on the web,” Google said in a blog post.
Elaborating AMP’s new and advanced features, Google says that it has made some “key optimizations” to Google AMP Cache, including server-side rendering of AMP components. This has further enabled Google reduce bandwidth usage from images by 50 percent “without affecting the perceived quality.” Google also revealed the Brotli algorithm it has been used for the AMP platform. According to Google, the algorithm has helped reduce document size by an additional 10 percent in compatible browsers.
As you’d expect from Google, the company is also targeting businesses with its new AMPs. For now, it has set its eyes upon e-commerce websites. “At AMP Conf, WompMobile and Wego shared their initial success seeing 95 percent and 105 percent increase in conversion rates with AMP respectively. In the months since then, new e-commerce websites have joined the AMP ecosystem, including eBay announcing their plan to use AMP across all their product pages, Zalando implementing AMP for 250K product pages, and Myntra taking advantage of the powerful new amp-bind component, it pointed out. ALSO READ: Android O Public Beta: How to download and install it on your Pixel and Nexus devices right now
With AMP going strong worldwide, Google is also focusing on Progressive Web App (PWA), which keeps low-end smartphones users with bandwidth constraints in center. In the past, we have seen the likes of Flipkart coming onboard for web apps. ALSO READ: Flipkart Lite: Everything you need to know
Just yesterday cab aggregator Ola announced joining PWA platform. “As the first ride-hailing app in the APAC region that is using PWA technology, this represents an important development that will enable us to reach an ever greater number of customers and driver partners in rural India,” said Ankit Bhati, Co-Founder and CTO of Ola, in a statement. ALSO READ: Ola cabs partners Google to launch ‘Progressive Web App’