The slow and almost infuriatingly abysmal time taken by mobile pages to load has today become the problem the entire industry is grappling with. Hence, in order to rid this menace, Accelerated Mobile Pages was devised. Google has stated the use as: “A goal of the Accelerated Mobile Pages Project is to ensure effective ad monetization on the mobile web while embracing a user-centric approach“.

The Accelerated Mobile Pages (AMP) enhance the search experience for people surfing the internet greatly, more so if the connection is desperately slow. For instance it may prove to be very useful to download a webpage replete with high resolution pictures and graphics and other media as well.

Under accelerated mobile pages the same code is competent enough to work across different devices, platforms and facets, thus enabling the content to appear everywhere instantly without any lapse. Since all the mediums and platforms are incorporated, the content can and will appear everywhere irrespective of the fact that a phone tablet or any mobile device is in play.

AMP is built around a set of HTML, which is framed according to the existing web technologies that enables websites to design and build webpages that are not very heavy and can be easily loaded.

It however by no means wrests the advantage away from the publishers, in the sense that while the webpages are built specifically for a purpose, the publishers meanwhile can at all times control the look and feel of their content, while maintaining the fast loading specifications.

Mobile platform is the future and this is the beginning of very exciting times ahead. A number of collaborations and tie-ups will take place and is taking place by top technology companies like Twitter,Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn everyone

Many view this project as a riposte to the launch of Facebook Instant Articles and Apple News, as both these set-ups allow magazines, newspapers and other digital media companies to publish content directly to their platforms.

Also, Google allows just about everyone to cache web pages under the scheme, and thus in the process allowing publishers more control over their content as compared to Facebook or Apple.

Few publishers like Vox, The Verge, BuzzFeed and the Washington Post are already live with AMP pages. And now as they share these pages on Twitter, these pages will load very quickly.

Few critics have pointed out that AMP is not in any which way leading or promoting better performance on the web; but on the flip side it is propagating the use of their specific tool to build a much lighter version of a web page. And hence the definition of a web page is severely curtailed, as there is nothing open about any of the process.

Google’s primary prerequisite seems to be the fact that the ads in any which way detracts from the user experience, and the company is also mulling to significantly sway publishers to tread this path and make this their precedence.