Google launches ‘Accelerated Mobile Pages’ for search for India

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Aiming to improve the performance of the mobile web, Google announced the rollout of its new open source initiative called Accelerated Mobile Pages (AMP). Supporting the initiative they have publishing houses such as Network18, NDTV, India Today, Hindustan Times and DNA  among others that have come on board for content publishing in India.


AMP is a collaborative effort with publishers and key technology companies who believed that poor speed is one of the biggest problems of the web. Since AMP works across devices, platforms and browsers, publishers can publish instantaneously and monetize everywhere. Additionally, users will also have control over the look and feel of their content just as they do on their desktop and mobile sites today.

David Besbris, VP Engineering, Search said “Access to information is at the heart of Google’s mission. Unfortunately, today, the mobile web isn't living up to the expectations people have for getting the information they need, particularly when it comes to speed. AMP will allow publishers to deliver content to readers when they are on the move, faster, consistently and along with a uniform experience. Starting today, Google will make it easy to find AMP webpages in relevant mobile search results, giving users a lightning-fast reading experience for top stories.”

“At NDTV, we want our users to have the best experience possible on whatever device or platform they choose and we’re happy to partner with Google for this open source initiative. The rollout of the AMP Project allows our mobile users to have a experience which is fast, consistent with our design standards and overall a superior experience”, Kawaljit Bedi, NDTV.

Basis research data has shown that people abandon websites after just three seconds if the content doesn't load quickly—which is bad not just for people trying to get what they want online. AMP does away with such problems as it helps improve the mobile ecosystem for users, content providers, creators, advertisers and platforms. Additionally, it also helps to solve speed and performance problems across devices and platforms and provide a good reading experience for mobile users.

AMP is great for browsing the web on mobile devices, because web-pages built with AMP load an average of four times faster and use 10 times less data than equivalent non-AMP pages. AMP enabled webpages are easy to scroll through without it taking forever to load or jumping all around as you read. It’s also easy to quickly flip through the search results just by swiping from one full-page AMP story to the next. In many cases, they’ll load instantly making reading on smartphones fast, responsive and fun.

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