Google has announced a project called Accelerated Mobile Pages (AMP) which is an open source HTML code framework that publishers and developers can adopt into their websites and apps. The AMP code will work across multiple browsers, apps and devices.
AMP HTML is a new open framework that is built from existing web technologies, which allows websites to build light-weight webpages.
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Google, with this initiative, wants not only to bring rich content like video, animation, smart ads and other graphics to mobile web but to optimise it so that it can load faster on mobile web.
This appears a lot like Facebook’s Instant Articles, which has, up to now, not entirely been successful. The slight difference is that Google wants to do more than introduce rich content to the mobile web but wants to make it load faster.
”We hope the open nature of Accelerated Mobile Pages will protect the free flow of information by ensuring the mobile web works better and faster for everyone, everywhere,” Google wrote in a blog post.
Read more: Facebook is now a publisher, launches Instant Articles
The company has already partnered with nearly 30 publishers such as Mashable, Atlantic Media, BBC, and The Economist to name a few.
Joining these content producers are some of the top tech companies in the world that have signed to integrate AMP HTML pages. These tech companies include WordPress, Twitter, Pinterest, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn will integrate AMP HTML pages.
For now, the only AMP demo can be seen within Google Search, but with time it will work with Google News and other Google products.
