Google has taken on Facebook’s Instant Articles with the announcement of a new open source project.
The new Accelerated Mobile Pages (AMP) Project is aimed at making webpages load faster on mobile devices, in yet another move that recognises the importance of ever-increasing on-the-go online access behaviours by consumers.
Although the project is in the very early stages of development, the fact that it is based on an open source approach means that it could be something that takes off very quickly.
In a blog post, the company explained some of the thinking behind the new move: “We’re announcing a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web. We want webpages 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.”
The basis for Accelerated Mobile Pages is a new open framework called AMP HTML, which builds on previous technologies to offer a simple way of building lightweight, fast to load pages.
Many famous names are already on board, with the BBC, the Daily Mail, the Financial Times, the Guardian and the Telegraph representing some of the biggest of the UK’s online operators. Internationally, the involvement of BuzzFeed, the Huffington Post, Mashable, the New York Times, the Wall Street Journal and the Washington Post all show how seriously Google’s latest initiative is being taken by major content and news feed providers across the world.
Google says it will be pushing the new technology to more of its products, including Google News, and will also be working closely with partners to increase the level of functionality and develop future features aimed at content, distribution and advertising.
The official site for the new project is at AMPProject.org, where you can find out all the latest news.