With an aim to offer faster loading of mobile pages, Google has announced “Accelerated Mobile Pages“. The new open source initiative improves the performance of the mobile web and is Google’s answer to Facebook’s Instant Articles.
Google says that it wants rich content like video, animations and other graphics for the mobile web. Accelerated Mobile Pages (AMP) is an open source HTML code framework that Google is asking publishers and developers to adopt into their websites and apps. The same code will be able to work across multiple platforms and devices, so that the content will appear everywhere regardless the type of device you are using.
The search engine giant has already teamed up with a large number of content partners including The Atlantic Media, BBC, BuzzFeed, Condé Nast, Financial Times, The Guardian, Hearst, The Huffington Post, The New York Times, The Telegraph, Vox Media, The Wall Street Journal, The Washington Post, and more. Along with these content partners. Some of the top tech companies including Twitter, Pinterest, WordPress, Chartbeat,Parse.ly, Adobe Analytics and LinkedIn will integrate AMP HTML pages.
Over time, the company anticipates that other Google products such as Google News will also integrate AMP HTML pages. The latest initiative is currently in technical preview,