Google AMP the Accelerated Mobile Pages Project – An Insight

Google AMP or the Accelerated Mobile Pages is aimed for faster mobile web experience

Google AMP will change the complete gamut of revenue through advertising

Accelerated Mobile Pages is focused on optimization of web page loading and relevant user behaviour

Google AMP or the Accelerated Mobile Pages project is aimed at faster mobile web experience. It will change the complete gamut of revenue through advertising and subscriptions. It is about focusing on optimization of web page loading and its relevant impacts on user behaviour. News access on smartphones has increased. People want to utilize their time on the move. The consumption of time for accessing news on phones is larger than other devices. The user’s expectations have changed accordingly. The user expects a faster experience. The pages have obviously to be lighter in the mobile version. But the user doesn’t want any compromise with the quality or content of the news while accessing it on mobile. That is where Google AMP project comes into picture – a project for faster and open mobile web experience by the user.

Photo credit: betsyweber via Visualhunt.com / CC BY

Most of the publishers don’t want any compromise in web page loading in a mobile so that the faster page load ensures two things. First, the probability of losing a customer reduces if the page loads with a faster pace. Secondly, if the page loads faster, consequently the readership staying intact ensures lesser risks to the opportunity of earning revenue through advertising or subscriptions. Obviously, if the pages load taking a higher amount of time, there are higher chances of users abandoning those sites completely. This seriously impacts advertisers positioned on these websites having a high risk of losing customers paying attention to their ads.

Photo credit: Ed Yourdon via VisualHunt.com / CC BY-NC-SA

Google AMP project was initiated in Oct last year. Accelerated Mobile Pages is a new and open source project. Its sole aim is to enhance mobile internet performance. The rich content has not to be compromised. Videos, graphics, and animations have to stay intact. With all this, the content has to load instantly keeping in mind all kind of phones, tablets, and other mobile devices. The backbone of this project is AMP HTML which is an open framework quite different from the current web technologies. It allows creating light-weight web pages thus keeping all the risks away.