Google Launches Accelerated Mobile Pages


The year 2016 seems poised for big things in the mobile segment. The influx of smartphones has already made several big names to roll out further innovations in the mobile sector. Not staying behind, Google has also launched (AMP) Accelerated Mobile Pages to further enhance the web use on mobile phones.

Several research and surveys have revealed that brands can suffer if the website do not launch quickly. The bounce rate has many disadvantages for the brands. Various people abandon websites if they do not load within 5 seconds. The slow loading rate can kill quality content and does not allow it to create a personal connect with the audience. In order to curb the process and accelerate the loading time, Google has launched AMP. The development has taken place in unison with the publishers, technologists and brands. AMP would allow the publishers to deliver content with a uniform experience. The mobile ecosystem is still marred with many problems. However, the availability of mobile internet connectivity and providing the users with fast internet is the main concern. Better availability and reliability of mobile internet connectivity can trigger an accelerated adoption rate of mobile internet. According to a joint study by KPMG-IAMAI, the internet users in India will touch 503 million by 2017. The number of mobile internet users is expected to grow rapidly registering a CAGR of 27.8 percent for the period 2013-2017. High speed mobile internet is the need of the hour. People are hooked onto several services such as social media and mobile video/TV. Slow speed of loading can result into an increased bounce rate. An interrupted video user experience with excess of buffering can simply kill the whole experience. Google’s AMP is designed to eradicate such hurdles and provide an accelerated user experience. Along with allowing eradicating such problems, it will also help in improving the mobile ecosystem for users, content providers, creators, advertisers etc. AMP is similar to the several HTML pages. It comes with a limited set of allowed technical functionality which is governed by the open source AMP specification. Even for YouTube, over 60 percent of views were now coming from mobile. In the classifieds space, online job listings saw a revival with over 41 per cent job related searches coming from mobile phones, Google said. Another advantage that AMP carries is that it provides the users with the levy to control the look and feel of the content on the pages. It works seamlessly on all types of devices, platforms and browsers to provide a holistic user experience.

“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,” said David Besbris, vice president (engineering), Search, Google. He further added, 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 web pages in relevant mobile search results, giving users a lightning-fast reading experience for top stories.” The initiative is supported by the likes of Network18, NDTV, India Today, Hindustan Times and DNA.


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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

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