The AMP Project

08 Dec 2015  |  Mobile Mobile & Devices
The AMP Project

The current issue with the mobile web (and the web in general) is that bloated website pages, filled with slow loading third-party ads and unnecessary JavaScript code, is slowing down the browsing experience and (especially in South Africa where mobile data is expensive) leading to frustration when viewing content on your mobile phone.

The AMP project (Accelerated Mobile Pages) aims to start creating a solution to this problem, by creating a framework for rendering pages that load super fast on your smartphone, and provide a better reading experience by using less resource heavy code, and ad delivery that is more streamlined.

The other major feature of AMP is that it uses a shared JavaScript library and no author written JS is allowed, which speeds up the page as multiple JS libraries or third party libraries cannot contribute to the page speed.

The project is an open-source project with a prototype on GitHub, led by Google. There is concern that they will then be controlling the code of this project, but they are actively encouraging collaboration through their GitHub repository, and it seems to me that their interests are true to the eventual goal of creating a framework for a faster more usable mobile web.

The goal of the project is to improve the mobile web experience, which hopefully then results in a more sustainable ad supported content ecosystem.

There seems to be a great uptake thus far from publishers on the project with the BBC, BuzzFeed, The Economist, The Guardian, and many others currently using AMP HTML. Technology companies such as LinkedIn, Twitter, Pinterest, and have also started using the AMP framework.

View more on the AMP Project here.




More articles

see all